The evolution of product placement: Consumer awareness and ethical considerations

Abstract

Found today in virtually every type of media, the practice of product placement has been around since the First World War. The concept of this form of advertising stems from the idea that studio executives are constantly seeking out cost effective ways to produce movies and marketers' are supporting ways to get their products seen. Moreover, advertisements are becoming a thing of the past with new technological devices that allow viewers to skip commercials. It was found throughout this study that although consumers are aware of the practice and deem it ethical, they still vastly believe it can be a deceptive form of advertising.

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