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[경영]Ethics in product placement

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2006.12.22
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2006.10
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This paper is about ethical issue on product placement. I wrote this in marketing class as a semester project. I put lots of efforts and time into this paper. It is written based upon many credible researchs and interview with a professor. Maybe this paper is worth an article in jornal.

목차

Table of Contents

1. Introduction

2. History of Product Placement

3. Advantages of Product Placement

4. Process of Product Placement

5. Ethical issue on Product Placement
6. References

본문내용

Introduction

Product placement is paid inclusion of a product through audio and visual means in media such as TV, films, games and books. According to PQ Media, a marketing researcher, the product placement(PPL) market last year was at $3.46 billion--an increase of 30.5 % over 2003. According to its projections, PPL grew at a compound annual rate of 16.3% from 1999 to 2004. There are a few reasons for this trend. First of all, the consumer’s raising avoidance of commercials and to get out of the usual clutter led marketers to consider alternative way to advertise effectively. Indeed, the appearance of new technologies such as TiVo and remote controls, enable audiences to avoid clutter that they find obtrusive and annoying. Secondly, but most importantly advertisers have found embedded ads are a more effective way. Riding entertainment vehicle the embedded ads can reach to the audience effectively by loosing their guard toward advertisement(Wenner). Lawrence A. Wenner, professor of Communication at Loyola Marymount University, described this situation by comparing the program to the Trojan horse, with PPL in the role of the armed warriors lodged inside.(Wenner)

참고 자료

1. Lawrence A. Wenner , One the Ethics of Product Placement in Media Entertainment, Journal of promotion management, vol.10, no1/2,pp.101-132. 2004
<http://search.ebscohost.com/login.aspx?direct=true&db=ufh&AN=13646735&site=ehost-live>
2. Crisafulli, C. (1995, September 3). It’s a wrap (but not plain) : From Budweiser to Butterfinger, brand names are popping up more and more on screen, and it’s usually no by chance, it’s big business. Los Angeles Times, Calender section,4
3. Hernandez, Greg, Product placement soars as reality shows use half of `real` merchandise on TV, Daily News (Los Angeles, CA); 03/30/2005, <http://search.ebscohost.com/login.aspx?direct=true&db=nfh&AN=2W60166907733&site=ehost-live>
4. Govian, S.(1999, February 12). Product placement in movies-is it really so bad?, Christian Sceience Monitor. 11.
5. By Glenn Lovell, Critics of product placement in films fear commercialism threatens creativity, San Jose Mercury News (CA); 12/26/1997 <http://search.ebscohost.com/login.aspx?direct=true&db=nfh&AN=4N34802125372048&site=ehost-live>
6. Lancaster, David, Product Placement in Hollywood Films: A History, Film & History; Sep2005, Vol. 35 Issue 2, p95-96, 2p
<http://search.ebscohost.com/login.aspx?direct=true&db=aph&AN=18471536&site=ehost-live>
7. Shaw, J. (2001, April). Now starring at a cinema near you. NZ Marketing Magazine, 10(3), 35-38.
8. Product placement: The good and the bad., Automotive News, 00051551, 10/10/2005, Vol. 80, Issue 6171 <http://www.gl.iit.edu/frame/ebsco.htm>
9. Chabria, A. (2002, May 6). Getting a good product in front of the cameras : Placing a product on a TV show or in a film involves finding a good fit with the material : But getting an expert’s help first is critical. PR Week, 18.
10. Margaret Treimer, Michael simonson , Sublimial Messages, Persuation, and Behavior Change., The journal of social psychology, vol.128(4), pp.563-565, 1987
<http://search.ebscohost.com/login.aspx?direct=true&db=aph&AN=5387460&site=ehost-live>
11. Russell, Cristel Antonia, A Managerial Investigation into the Product Placement Industry, Journal of Advertising Research; Mar2005, Vol. 45 Issue 1, p73-92, 20p, 1 chart, 2 diagrams, <http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=18736532&site=ehost-live>
12. Balasubramanian, Siva K., Beyond advertising and publicity: Hybrid messages and public policy issues, Journal of Advertising; Dec94, Vol. 23 Issue 4, p29, 18p,
<http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=9502063974&site=ehost-live>
13. Nebenzahl, Israek D., Secunda, Eugene, Consumers` Attitudes Toward Product Placement in Movies, International Journal of Advertising; 1993, Vol. 12 Issue 1, p1-12, 12p,
<http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=6385367&site=ehost-live>
14. Commercial alert, Request for investigation of product placement on television and for guidelines to require adequate disclosure of TV product placement. Sept 30, 2003.
15. Mary-Lou Galician, Harry Potter, Coca-Cola, and the Center for Science in the Public Interest: An Interview with Michael F. Jaccbson, Journal of Promotion Management, vol 10., No.1/2, 2004. pp.227-231
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