Enterprise Software

Product Placement Efficiency in Marketing Communication Strategy

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Executive Summary

Product placement is the conceived insertion of a brand within a movie, broadcast, computer, cable TV programs, blogs, video games, music video/DVD's, magazine, books, musicals, internet and mobile phones and etc. Humankind is exposed to product placement in mainstream media, occasionally even without knowing it. While product placement is one of the fastest growing forms of marketing communication, there are questions both about the merits, demerits and effectiveness of the product placement. The purpose of this study is to critically discuss the role, merits and or demerits of products placement in marketing communication strategy by clearly outlining its definitions, objectives, strategies as well as its efficacy in value creation compared to other communication and promotion types.

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