Product Placement: A New Definition, Classificatory Framework and Agenda for Future Research

Shinyi Chin, Bradley Wilson, Angelina RUSSO

Research output: A Conference proceeding or a Chapter in BookChapter

Abstract

Product placement has been an often used tactic in the marketing, advertising and communication industries. Product placement within these emerging platforms is developing new income streams and as a result, over the past decade there has been a resurgence of product placement, in particular within new media platforms such as video games, virtual worlds, social media and reality television programs (Taylor, 2009). For instance, in Australia, the estimated value of in-game advertisements is AU$1.25bn (Cornwell and Schneider, 2005; Manktelow, 2005). Major brand names such as American Apparel, Starwood Hotels, IBM, Dell, Sears, and even Reuters have substantial presence in the popular online virtual world Second Life (Rubel, 2006)
Original languageEnglish
Title of host publicationAdvances in Advertising Research (Vol. IV) - The Changing Roles of Advertising
EditorsSara Rosengren, Micael Dahlén, Shintaro Okazaki
Place of PublicationGermany
PublisherSpringer
Pages73-85
Number of pages13
Edition1
ISBN (Print)9783658023645
DOIs
Publication statusPublished - 2013
Externally publishedYes

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    Chin, S., Wilson, B., & RUSSO, A. (2013). Product Placement: A New Definition, Classificatory Framework and Agenda for Future Research. In S. Rosengren, M. Dahlén, & S. Okazaki (Eds.), Advances in Advertising Research (Vol. IV) - The Changing Roles of Advertising (1 ed., pp. 73-85). Springer. https://doi.org/10.1007/978-3-658-02365-2_6