Product placement and branded entertainment : a look into the alternative advertising methods

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Product placement and branded entertainment : a look into the alternative advertising methods

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Title: Product placement and branded entertainment : a look into the alternative advertising methods
Author: Negrao, Marina Soares
Abstract: The objective of this paper is to explore one of the many methods of communicating a brand or product value: product placement. In this report, the areas that will be covered include, the history of product placement, the method, the goal and psychology behind it, current trends, its weaknesses and strengths, its role in our culture and how it might evolve in the near future. We will explore how product placement plays a role in the different types of media, its effectiveness and strategies and its limitations. Another issue that will be covered includes a survey of similar marketing techniques that at times have been seen as an extension or a better version of product placement: branded entertainment and advertainment. The purpose of this paper is to provide readers with a full understanding of the structure, function and purpose of product placement.
Department: Advertising
Subject: Product placement Branded entertainment
URI: http://hdl.handle.net/2152/ETD-UT-2011-12-4494
Date: 2011-12

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