Product Placement and Brand Equity
Product placement is the planned insertion of a brand within a movie, a fiction, etc. It can be used with other communication tools (i.e. advertising, sales promotions, etc.) in order to disseminate brand awareness and characterize brand image, developing brand equity. In global markets, product pl...
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| Format: | Article |
| Language: | English |
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Niccolò Cusano University-Rome
2003-06-01
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| Series: | Symphonya |
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| Online Access: | https://symphonya.unicusano.it/article/view/9112 |