South Asian Journal of Management

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


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

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

Abstract Views: 179  |  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.