Part 4. Advertising and Integrated Communication
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Russell, C. A. 2010. Product Placement. Wiley International Encyclopedia of Marketing. 4.
- Published Online: 15 DEC 2010
Product placement refers to the integration of branded communications in the content of entertainment programs. A historical perspective is provided and the current size and workings of the product placement industry are reviewed. Strategic issues regarding the role of product placement in the marketing communications mix are discussed.
- marketing communications;