Einsatz des Product Placement für die Marketingkommunikation

Living reference work entry
Part of the Springer NachschlageWissen book series

Zusammenfassung

Product Placement ist die gezielte Darstellung kommerzieller Inhalte, beispielsweise von Markenprodukten in unterschiedlichen Medien. In den letzten Jahrzehnten hat sich Product Placement zu einem etablierten Kommunikationsinstrument entwickelt, das heute insbesondere bei Spielfilmen in vielen Fällen eine ernstzunehmende Rolle bei der Finanzierung der Produktionen darstellt. Der Beitrag beschreibt die Entwicklung, Formen und Zielsetzungen des Product Placements sowie dessen Wirkungsweise und die Variablen des Einflusses auf einen erfolgreichen Einsatz für die Marketingkommunikation.

Schlüsselwörter

Branded Entertainment Product Placement Produktplatzierung 

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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2014

Authors and Affiliations

  1. 1.DarmstadtDeutschland
  2. 2.NeubibergDeutschland

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