Summary
Within the EU new liberal legal regulations will give companies better chances to place branded products in movies, TV shows, video games, etc. Examples are given. Several forms of product placements are presented. Typical reactions of cosumers to product placement are worked out. Product placement is an interesting alternative for SMEs to communicate if appropriate costs-per-thousand can be reached.
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Berndt, R., Uebelhart, M.J. (2006). Product Placement im digitalen Zeitalter. In: Berndt, R. (eds) Management-Konzepte für kleine und mittlere Unternehmen. Herausforderungen an das Management, vol 13. Springer, Berlin, Heidelberg. https://doi.org/10.1007/3-540-31772-4_12
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DOI: https://doi.org/10.1007/3-540-31772-4_12
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