A Possible Categorization of Product Placement Based on its Position within the Film or TV Programme

Árpád Papp-Váry ()
Additional contact information
Árpád Papp-Váry: BKF University of Applied Sciences

from Óbuda University, Keleti Faculty of Business and Management

Abstract: We can go to the movies with a bag of popcorn to see a Hollywood film, stare at a new reality show on TV, watch music videos on YouTube, or play with a game console with great enthusiasm, yet they all have something in common – it is not only entertaining content but also brands that appear in them from time to time. In a certain sense product placement is the TV advertisement of the 2010s. While traditional advertising, and especially 30-second TV spots experience increasing difficulties, this genre is booming. Marketing literature, however, has only been catching up with practice recently. At this point there are no comprehensive publications on the categories of product placement, or how it could be divided into categories. The author of this article recommends the grouping methods listed below: by the position of the product placement within the film/programme, by the type of the products placed, by the position on the product lifecycle, by the brands placed, by the financial background of the cooperation. The article examines the first way of grouping featured on this list, that is, what types of product placement we can differentiate by their position within the movie or TV programme.

Keywords: product placement; brand placement; TV advertisement (search for similar items in EconPapers)
Date: 2015
ISBN: 9786155460470
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://kgk.uni-obuda.hu/sites/default/files/21_PappVary.pdf (application/pdf)
Our link check indicates that this URL is bad, the error code is: 404 Not Found (http://kgk.uni-obuda.hu/sites/default/files/21_PappVary.pdf [301 Moved Permanently]--> https://kgk.uni-obuda.hu/sites/default/files/21_PappVary.pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pkk:meb015:267-280

Access Statistics for this chapter

More chapters in Volume of Management, Enterprise and Benchmarking in the 21st century II from Óbuda University, Keleti Faculty of Business and Management Contact information at EDIRC.
Bibliographic data for series maintained by Alexandra Vécsey ( this e-mail address is bad, please contact ).