Product Placement in Movies
Abstract Conventional advertising methods are considered intrusive, annoying even and people are trying to avoid them using various methods, zapping being one of them, which implies that they are not as effective as the marketing managers conceptualized them, because the targeted audience is not totally exposed to their messages. Moreover, because people are exposed daily to a multitude of commercials under the same advertising strategies, they tend not to differentiate one message from another. For these disadvantages of the conventional advertising, the product placement offers an alternative, proposing another way of advertising, integrating brand promotion in movies, which diminishes ...
