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

Shinyi Chin; Bradley Wilson; Angelina RUSSO

doi:10.1007/978-3-658-02365-2_6

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 Book › Chapter › peer-review

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 language	English
Title of host publication	Advances in Advertising Research (Vol. IV) - The Changing Roles of Advertising
Editors	Sara Rosengren, Micael Dahlén, Shintaro Okazaki
Place of Publication	Germany
Publisher	Springer
Pages	73-85
Number of pages	13
Volume	4
Edition	1
ISBN (Electronic)	9783658023652
ISBN (Print)	9783658023645
DOIs	https://doi.org/10.1007/978-3-658-02365-2_6
Publication status	Published - 2013
Externally published	Yes

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10.1007/978-3-658-02365-2_6

Cite this

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

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)",

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Product Placement: A New Definition, Classificatory Framework and Agenda for Future Research. / Chin, Shinyi; Wilson, Bradley; RUSSO, Angelina.
Advances in Advertising Research (Vol. IV) - The Changing Roles of Advertising. ed. / Sara Rosengren; Micael Dahlén; Shintaro Okazaki. Vol. 4 1. ed. Germany: Springer, 2013. p. 73-85.

Research output: A Conference proceeding or a Chapter in Book › Chapter › peer-review

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AB - 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)

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

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