The role of product placement in feature films and broadcast television programme

Emphasis on product placement as a variable in the marketing communication strategy of organisations seems to be a relatively new focus. However, evidence exists that as early as the 1940s product placement was used in feature films to brand products and services. The initial use of product placeme...

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Bibliographic Details

Published in:	Communicare
Main Author:	De la Rey van der Waldt
Format:	Article
Language:	English
Published:	University of Johannesburg 2022-10-01
Subjects:	marketing communication strategy product placement brand products services electronic media product exposure
Online Access:	https://journals.uj.ac.za/index.php/jcsa/article/view/1767