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New bounds of brand placement
[Les nouveaux territoires du placement de marques]

Author

Listed:
  • Eric Delattre

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

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.

Suggested Citation

  • Eric Delattre, 2008. "New bounds of brand placement [Les nouveaux territoires du placement de marques]," Post-Print hal-04101900, HAL.
    • Handle: RePEc:hal:journl:hal-04101900
    as

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