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| Author: | Chang, S. Newell, J. Salmon, C.T. |
| Title: | Product placement in entertainment media |
| Journal: | International Journal of Advertising
2009 : VOL. 28:5, p. 783-806 |
| Index terms: | LEISURE INDUSTRY brands |
| Freeterms: | product placement entertainment media social exchange theory |
| Language: | eng |
| Abstract: | This study explores the relationships between marketers, agencies and media-makers in the product placement process. The study uses Social Exchange Theory to examine the process through which products become embedded within television and motion pictures and to assert the existence of a predictable structure for the business of product placement. Research offers three models of product placements (1) serendipitous, (2) opportunistic and (3) planned placements, which provide a conceptual and practical framework for navigating the product placement process. |
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