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What is Product Placement

Encyclopedia of Multimedia Technology and Networking, Second Edition
The practice of placing brand-name items as props in movies, television shows, or music videos as a form of advertising.
Published in Chapter:
Characteristics, Limitations, and Potential of Advergames
Calin Gurau (GSCM – Montpellier Business School, France)
DOI: 10.4018/978-1-60566-014-1.ch028
Advergames can be defined as online games that incorporate marketing content. Initially, many companies have placed their brands or logos in the virtual environment of computer games launched by specialised gaming firms. However, this form of advergaming is rather static and ineffective, since the player is concentrated on the task required by the game and might not acknowledge the brand image displayed in the background. This limitation has encouraged the firms to create their own advergames, which are developed around a theme or a character directly related with their products and/or brands. In order to ensure a large diffusion of these games, they were made freely available on the Internet. The facilities offered by the Internet platform have increased the interactiveness of the game, and have added a viral marketing dimension. Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. The use of advergames corresponds well to a strategy of viral marketing, which incorporates the following principles: 1. Give away products or services 2. Provide for effortless transfer to others of these products/services 3. Scale easily from a small to a very large audience 4. Exploit common customer motivations and behaviours 5. Utilise existing communication networks to transfer the products/services, or messages about them 6. Take advantage of others’ resources (existing users/customers) The interest in advergames has substantially increased in the last 5 years because of its perceived advantages (FreshGames, 2002; WebResource, 2004): • Low-cost marketing in comparison with the traditional advertising channels, such as TV and radio • A captured audience that can transmit valuable personal information about its demographic profile, behaviour, needs, attitudes, and preferences • Customer retention: the average time spent in an advergame is 7 to 30 minutes, which cannot be reached in the case of a classical TV advertisement • Viral marketing: 81% of the players will e-mail their friends to try a good game All these data demonstrate the huge potential of advergames (Rodgers, 2004). However, despite the hype created by this new advertising method, most of the information describing or debating advergames is professionally-oriented, often written in an advertising style (DeCollibus, 2002; Hartsock, 00 ; Intrapromote, 2004). Very few academic studies have been initiated to investigate the characteristics of advergames, and their influence on consumers’ perceptions and behaviour (Hernandez, Chapa, Minor, Maldonaldo, & Barranzuela, 2004; Nelson, 2002). This article attempts to identify, based on the existent professional literature, the specific characteristics of an efficient advergame, and to verify the existence of these characteristics in 70 advergames that are active online.
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More Results
Advergaming – How Does Cognitive Overload Effect Brand Recall?: Differences between In-Game Advertising (IGA) and Advergames
Product placement is the inclusion of a branded product in different media like movies, TV programs or video games.
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Case Study of Branded Content in the Automotive Industry: Road Song Citroën DS3 With Singer Leiva
Placement of a brand's product in an audiovisual or written piece, whether it is a film, a television series, or a report in a magazine or newspaper.
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Electronic Games as a Touristic Promotional Tool
Reference or placement, with promotional intent, of specific brands or products in works such as video games, movies or television programs.
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From Traditional to Transmedia: Transformation of the Narrative Strategies in the Product/Brand Placement
Product placement can be described as inclusion of a product or a brand in a flow of a TV programme inside of a narration. Advantages of product placement from the point of view of companies can be listed as follows: Demonstration of consuming of the product to consumer in daily life, strengthening the brand's image using by famous and popular actors/actress, increase the sales of products. It also ensures that the visibility of the brand is increased by re-displaying the program in which the product is installed in different countries, different channels, at different times. And the consumer who tends to escape from the ad is caught between the program he/she watches.
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Entertainment Media: Times of Branded Content
The inclusion of brands or products in entertainment or fictional content, mainly movies or television shows.
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Online Game Experiences: The Perspective of Experiental Marketing
It is the process of integrating branded products or services into entertainment programs such as movies and games in a non-commercial way, with the aim of influencing the target audience in order to generate commercial returns.
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Acceptance of Branded Video Games (Advergames): A Cross-Cultural Study Spain-USA
Product or brand placement refers to “the practice of including a brand name product, package, signage or other trademark merchandise within a motion picture, television or other media vehicles for increasing the memorability of the brand and for instant recognition at the point of purchase” (Panda, 2004 AU71: The in-text citation "Panda, 2004" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. :42).
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360° Video as an Opportunity for the Inclusion of Product Placement
A relationship between a filmmaker and a product of sponsor placed in the film.
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Branded Entertainment Projects: Benefits, Options, and Recommendations
the insertion of a product or a brand in a creative product as a movie, a web series, a commercial, a tv program, a music video.
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Product Placement With the Context of Character and Narrator
Product placement is defined as the placement of branded products in films, television programs, video and computer games, novels or music videos with different characteristics for a certain fee.
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The Integration of Entertainment and Advertising: Advertainment
A kind of advertainment that exists more traditional channels such as cinema, TV programs, radio and etcetera more passively than the product integration.
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