PRODUCT PLACEMENT AS A FORM OF ADVERTAINMENT

Nowadays, one of the big issues advertisers on television face is the consumer's (viewer's) ability to "zap" advertisements, as the public is increasingly tired of commercials. Advertainment is a form of communication that combines the elements of advertising and entertainment an...

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Bibliographic Details
Published inBulletin of the Transilvania University of Brașov. Series V, Economic science Vol. 3; p. 23
Main Authors Chitu, I B, Tecau, A S
Format Journal Article
LanguageEnglish
Published Brasov Transilvania University of Brasov 01.01.2010
Subjects
Actors
Advertisers
Advertising media
Audiences
Cinema advertising
Communication
Computer & video games
Consumers
Customers
Entertainment
International
Motion picture directors & producers
Product placement
Regulation
Studies
Television advertising
Television production
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Summary:Nowadays, one of the big issues advertisers on television face is the consumer's (viewer's) ability to "zap" advertisements, as the public is increasingly tired of commercials. Advertainment is a form of communication that combines the elements of advertising and entertainment and is designed to overcome the tendency, especially among television viewers, to change channels or mute the audio during standard advertising commercials. This paper tries to give a brief overview of a method that belongs to advertainment, product placement, and how it is used by companies. [PUBLICATION ABSTRACT]
ISSN:2065-2194