Product Placement and Brand Equity

Product placement is the planned insertion of a brand within a movie, a fiction, etc. It can be used with other communication tools (i.e. advertising, sales promotions, etc.) in order to disseminate brand awareness and characterize brand image, developing brand equity. In global markets, product pl...

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Bibliographic Details
Main Author: Margherita Corniani
Format: Article
Language:English
Published: Niccolò Cusano University-Rome 2003-06-01
Series:Symphonya
Subjects:
Online Access:https://symphonya.unicusano.it/article/view/9112