New bounds of brand placement

Les nouveaux territoires du placement de marques

Eric Delattre ()
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Eric Delattre: RIME-Lab - Recherche Interdisciplinaire en Management et Économie Lab - ULR 7396 - UA - Université d'Artois - Université de Lille

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Abstract: Product placement or more precisely brand placement has become a common practice in movies. New placement media, such as video games, theatre, music and literature, appear and develop. Even though these new types of brand placement arouse the interest of a growing number of advertisers, there is a lack of studies on their effectiveness and perception. From the experiential marketing perspective, placement can be considered as an integration of a brand in an entertainment experience. In spite of some limits, this form of communication seems interesting since it can give a new meaning to the brand.

Keywords: brand placement; new media; entertainment marketing; experiential marketing; placement de marques; nouveaux médias; marketing expérientiel (search for similar items in EconPapers)
Date: 2008-03-01
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Published in Revue Française du Marketing, 2008, 216, pp.63-72

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04101900

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