Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics

Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics

by Mary-Lou Galician




This book examines product placement, related media marketing strategies, and their impacts upon consumers. The contributors are national experts in a variety of mass media specialties, who address product placement in terms of historical context, Hollywood, brand synergy and brand identity, and legal/ethical issues. You'll also find fascinating case studies focusing on product placement in movie and television programs, in books, and as a marketing technique for medical products—plus examinations of the impact of adding an audible reference to a visually prominent brand placement and of the use of generic or fictitious products in otherwise “realistic” films.

Product Details

ISBN-13: 9780789025357
Publisher: Taylor & Francis
Publication date: 05/28/2004
Series: Journal of Promotion Management Series
Pages: 302
Product dimensions: 5.90(w) x 7.90(h) x 0.70(d)

Table of Contents

In Memoriam: Bill Adams of Florida International University
Introduction: Product Placements in the Mass Media: Unholy Marketing
Marriages or Realistic Story-Telling Portrayals, Unethical Advertising
Messages or Useful Communication Practices?
Insinuating the Product into the Message: A Historical Context for Product
The Evolution of Product Placements in Hollywood Cinema: Embedding
High-Involvement “Heroic” Brand Images
Advertainment: The Evolution of Product Placement as a Mass Media Marketing
Merchandising in the Major Motion Picture Industry: Creating Brand Synergy
and Revenue Streams
The Extensions of Synergy: Product Placement Through Theming and
Environmental Simulacra
Product Placement and the Law
On the Ethics of Product Placement in Media Entertainment
The Role and Ethics of Community Building for Consumer Products and
A Comparison of Product Placements in Movies and Television Programs: An
Online Research Study
Product Placement of Medical Products: Issues and Concerns
Cast Away and the Contradictions of Product Placement
Brand Placement Recognition: The Influence of Presentation Mode and Brand
The Bulgari Connection: A Novel Form of Product Placement
When Product Placement is NOT Product Placement: Reflections of a Movie
A Leading Cultural Critic Argues Against Product Placement: An Interview
with Mark Crispin Miller
A Rising Independent Filmmaker Argues for Product Placement: An Interview
with Samuel A. Turcotte
Harry Potter, Coca-Cola, and the Center for Science in the Public Interest:
An Interview with Michael F. Jacobson
A Pulitzer Prize-Winning Media Critic Discusses Product Placement: An
Interview with Howard Rosenberg
Screening MEF’s Behind the Screens: Hollywood Goes Hypercommerical (2000)
(Mary-Lou Galician)
Product Placement in the 21st Century
A Product Placement Resource Guide: Recommend Publications and Web Sites
Reference Notes Included

What People are Saying About This

Jan Napoleon Saykiewicz

The concept and the applications are presented in a way that CAPTURES THE ATTENTION AND INTEREST OF MARKETING STUDENTS AND TEACHERS, RESEARCHERS LOOKING FOR REFERENCES, AND MOST OF ALL, PRACTITIONERS. Interviews with prominent opinion-makers, comments on product placement in the twenty-first century, and the inclusion of a product placement resource guide make this book relatively unique on the market.
PhD, Professor of Marketing & International Marketing, Duquesne University

Ronald A. Nykiel

A FASCINATING HANDBOOK FOR PRACTITIONERS AND STUDENTS. . . . COMPREHENSIVE. . . . The content and presentation are superb. . . . Loaded with rich case examples featuring major brands. . . . Each case is easy to read, filled with content, and placed within the context of success or failure. The rationale for the pro and/or con assessments include specific measurable quantitative, as well as professional qualitative assessments. AN EXTREMELY VALUABLE CONTRIBUTION TO THE LITERATURE.
CHA, CHE, Conrad N. Hilton Distinguished Chair, University of Houston; Author of Marketing Your Business: A Guide to Developing a Strategic Marketing Plan

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