Handbook of Product Placement in the Mass Media
Subtitle: New Strategies in Marketing Theory, Practice, Trends, and Ethics
Publisher: Best Business Books
Published: May 2004
Language: eng
Format: Paperback
Number of pages: 288
ISBN-13: 9780789025357
Subjects: Sales & marketing; United States; Moral and ethical aspects; Business / Economics / Finance; Business & Economics; Subliminal advertising; Business/Economics; Reference - General; Product placement in mass medi; Advertising & Promotion; Marketing - General; Advertising; Product placement in mass media
First sentence: SUMMARY. The cozy arrangement of marketers embedding their products in mediated messages has its antecedents in radio and television, when sponsors often controlled the entirety of programs, from writing to casting to pitches for the products within the program.