Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics

Abstract

* Introduction: Product Placements in the Mass Media: Unholy Marketing Marriages or Realistic Story-Telling Portrayals, Unethical Advertising Messages or Useful Communication Practices? * THE PRACTICE OF PRODUCT PLACEMENT * Insinuating the Product into the Message: An Historical Context for Product Placement * The Evolution of Product Placements in Hollywood Cinema: Embedding High-Involvement Heroic Brand Images * Advertainment: The Evolution of Product Placement as a Mass Media Marketing Strategy * Merchandising in the Major Motion Picture Industry: Creating Brand Synergy and Revenue Streams * The Extensions of Synergy: Product Placement Through Theming and Environmental Simulacra * CONTROLS ON PRODUCT PLACEMENT * Product Placement and the Law * On the Ethics of Product Placement in Media Entertainment * The Role and Ethics of Community Building for Consumer Products and Services * CASE STUDIES OF PRODUCT PLACEMENT * A Comparison of Product Placements in Movies and Television Programs: An Online Research Study * Product Placement of Medical Products: Issues and Concerns * Cast Away and the Contradictions of Product Placement * Brand Placement Recognition: The Influence of Presentation Mode and Brand Familiarity * The Bulgari Connection: A Novel Form of Product Placement * COMMENTARY * When Product Placement Is NOT Product Placement: Reflections of a Movie Junkie * INTERVIEWS * A Leading Cultural Critic Argues Against Product Placement: An Interview with Mark Crispin Miller * A Rising Independent Filmmaker Argues for Product Placement: An Interview with Samuel A. Turcotte * Harry Potter, Coca-Cola, and the Center for Science in the Public Interest: An Interview with Michael F. Jacobson * A Pulitzer Prize-Winning Media Critic Discusses Product Placement: An Interview with Howard Rosenberg * MEDIA REVIEW * Screening MEF's Behind the Screens: Hollywood Goes Hypercommerical (2000) * ROUNDTABLE * Product Placement in the 21st Century * RESOURCE GUIDE * A Product Placement Resource Guide: Recommend Publications and Websites * Index * Reference Notes Included

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