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Product placement and sponsorship

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Resumo:Product placement, the intentional incorporation of a brand into editorial content, is a fast growing practice today. The media industry has embraced brand placement as an attractive source of income in a fiercely competitive market. Advertisers see the phenomenon as an interesting way of promoting their brands outside the conventional advertising blocks, which have become less effective because of advertising clutter, lack of interest on the part of the audience, and technological developments that give viewers more control over what they watch. The number of studies on product placement has kept pace with the growth of the phenomenon. Van Reijmersdal (2007) found that half of studies on product placement were published after 2000.
Autores principais:Pereira, Francisco José Costa
Outros Autores:Verissimo, Jorge; Neijens, Peter
Assunto:Product placement Sponsorship Brands
Ano:2008
País:Portugal
Tipo de documento:capítulo de livro
Tipo de acesso:acesso aberto
Instituição associada:Universidade Politécnica de Lisboa
Idioma:inglês
Origem:Repositório Científico da Universidade Politécnica de Lisboa

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