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

Fingerprint

Agenda
Product placement
Virtual worlds
Social media
Hotels
Industry
Video games
Income
Second life
New media
Tactics
Brand names
Communication
Apparel
Marketing

Cite this

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). Germany: Springer. https://doi.org/10.1007/978-3-658-02365-2_6
Chin, Shinyi ; Wilson, Bradley ; RUSSO, Angelina. / Product Placement: A New Definition, Classificatory Framework and Agenda for Future Research. Advances in Advertising Research (Vol. IV) - The Changing Roles of Advertising. editor / Sara Rosengren ; Micael Dahlén ; Shintaro Okazaki. 1. ed. Germany : Springer, 2013. pp. 73-85
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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 edn, Springer, Germany, pp. 73-85. https://doi.org/10.1007/978-3-658-02365-2_6

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. 1. ed. Germany : Springer, 2013. p. 73-85.

Research output: A Conference proceeding or a Chapter in BookChapter

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