Examining the covert nature of product placement : implications for public policy
Kuhn, Kerri-Ann, Hume, Margee, & Love, Anita (2010) Examining the covert nature of product placement : implications for public policy. Journal of Promotion Management, 16(1 & 2), pp. 59-79.
As consumers become better educated and more skeptical of traditional advertising, alternate forms of marketing communication have emerged that aim to influence audiences unobtrusively. One such example is product placement. Product placement has attracted ongoing debate as to whether it is covert, unethical, and influences consumption. The current article examines the nature and practice of product placement in this light. This taxonomy of product placement attributes is based on current marketing practice and examines whether this is, indeed, a covert marketing strategy. Further, it presents a conceptualization of the influence of product placement on consumer welfare. We highlight that the many forms of product placement necessitate independent evaluation to determine ethical and regulatory standards. Operational solutions for developing public policy are offered.
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|Item Type:||Journal Article|
|Keywords:||consumerism, covert marketing, product placement (PP), public policy|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Deposited On:||07 Jan 2011 11:18|
|Last Modified:||01 Mar 2012 00:15|
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