Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics
This handbook examines product placement in mass media through the connected perspectives of marketing theory, practical application, industry trends, and ethics. It offers a broad reference for readers interested in how products are incorporated into media and how this marketing practice continues to develop.
About This Book
This handbook focuses on product placement in mass media as a marketing practice.
It addresses strategies for applying product placement within marketing theory and practice.
The book also considers trends shaping product placement and its role in contemporary media.
Ethical issues are included alongside practical and theoretical perspectives.
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