South Asian Journal of Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Handbook of Product Placement in the Mass Media:New Strategies in Marketing Theory, Practice, Trends, and Ethics


Affiliations
1 Vignana Jyothi Institute of Management, Bachupally, Hyderabad, India
     

   Subscribe/Renew Journal


This Handbook of Product Placement in the Mass Media is a compilation of research and commentary addressing the theory and practice of product placement in the mass media which is a promotion management subject. The book examines product placement, related media marketing strategies, and their impacts on consumers. Product placement or embedded marketing is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, the story line of television shows, or news programs.
User
Subscription Login to verify subscription
Notifications
Font Size

Abstract Views: 138

PDF Views: 0




  • Handbook of Product Placement in the Mass Media:New Strategies in Marketing Theory, Practice, Trends, and Ethics

Abstract Views: 138  |  PDF Views: 0

Authors

V. Jayashree
Vignana Jyothi Institute of Management, Bachupally, Hyderabad, India

Abstract


This Handbook of Product Placement in the Mass Media is a compilation of research and commentary addressing the theory and practice of product placement in the mass media which is a promotion management subject. The book examines product placement, related media marketing strategies, and their impacts on consumers. Product placement or embedded marketing is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, the story line of television shows, or news programs.