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

Author

Listed:
  • Árpád Papp-Váry

    (BKF University of Applied Sciences)

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.

Suggested Citation

  • Árpád Papp-Váry, 2015. "A Possible Categorization of Product Placement Based on its Position within the Film or TV Programme," Proceedings- 11th International Conference on Mangement, Enterprise and Benchmarking (MEB 2015),, Óbuda University, Keleti Faculty of Business and Management.
  • Handle: RePEc:pkk:meb015:267-280
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    File URL: http://kgk.uni-obuda.hu/sites/default/files/21_PappVary.pdf
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