search query: @author Hackley, C. / total: 9
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| Author: | Hackley, C. Tiwsakul, R.A. Preuss, L. |
| Title: | An ethical evaluation of product placement: A deceptive practice? |
| Journal: | Business Ethics
2008 : APR, VOL. 17:2, p. 109-120 |
| Index terms: | advertising brands marketing ethics |
| Freeterms: | product placement |
| Language: | eng |
| Abstract: | The practice of placing brands into non-advertising media, called for 'product placement' (henceforth as: pr-plmt.) is a growing marketing phenomenon. This paper aims at locating pr-plmt. in relation to traditional frameworks of marketing ethics. This location is suggested to be problematic because pr-plmt. is a form of marketing communication with the message, the sender and the precise intention being often implicit behind a brand seen in a television (TV) show, movie or computer game. It is suggested that the possibilities for an ethically principled regulation of pr-plmt. depend on two key issues: 1. the extent to which pr-plmt. strategies are made explicit to audiences, and 2. the degree of commercial sophistication attributed to non-expert entertainment audiences. |
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