Effectiveness of product placement
List of Authors
  • Rasfan Abu Bakar

Keyword
  • advertising, product, consumerism, media, marketing, marketing strategies

Abstract
  • This paper investigates the effectiveness of product placement in advertising. It discusses the effects of product placement on ad content recall and acknowledgment, as well as customers’ attitudes towards the brand and their purchase intention. Since various companies become in product placement activities in various level with varying efficiency, the coherence of the product placement has been spotted by professional marketers. The significant factors contributing to product placement, for instance the context and environment within which the product is exhibited or used are one of its main dissimilarity from other marketing strategies.

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