This book examines product placement, related media marketing strategies, and their impacts upon consumers. The contributors are national experts in a variety of mass media specialties who address placement in terms of historical context, Hollywood, brand synergy and brand identity and legal/ethical issues. The Handbook of Product Placement in the Mass Media also explores fascinating case studies focusing on product placement in movie and television programmes, in books and as a marketing technique for medical products - plus examinations of the impact of adding an audible reference to a visually prominent brand placement and of the use of generic or fictitious products in otherwise 'realistic' films. With the major film and television studios' increasing reliance on corporate sponsorship, this title is inavaluable for those who wish to study the balance between commerce and culture, or for students or practitioners involved in media marketing.
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