Product placement, when you see what you do not want to see

Authors

  • Marcos Delgadillo Moreira Universidad Católica Boliviana Author

DOI:

https://doi.org/10.35319/8ne3a533

Keywords:

Marketing, advertising, positioning, placement, product

Abstract

A breakdown of some of the features surrounding product placement, considered this, a communicational activity that innovates the process of getting the message of a certain brand get through the market. In this exercise, you go through a stage of analyzing the advertising effectiveness as well as the variables that influence it, with related concepts, to move to identify the most important core elements of a first approach to product placement.

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Author Biography

  • Marcos Delgadillo Moreira, Universidad Católica Boliviana

    Bachelor in Business Administration from Universidad Católica Boliviana, with a specialization in Professional Coaching and master's studies in "Economic Studies" and "Marketing Management".

References

http://www.lamac.org/files/engagement/Engagement_2009.pdf

“Engagement y Efectividad Publicitaria en Televisión en América Latina”, 2009.

http://es.wikipedia.org/wiki/Zapeo

Factores determinantes de la actitud hacia el product placement, Jose Torrano Palazón y Enrique Flores López, 2009.

La función de comunicación comercial del product placement y su influencia en los sistemas de producción audiovisual, Luis Antonio Movilla Mengual, 2009.

Product placement, when you see what you do not want to see

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Published

2011-11-30

Issue

Section

Artículo de reflexión

How to Cite

Product placement, when you see what you do not want to see. (2011). Revista Perspectivas, 28, 193-206. https://doi.org/10.35319/8ne3a533

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