[경영]Ethics in product placement

소개

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)

참고자료

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