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Title Handbook of product placement in the mass media : new strategies in marketing theory, practice, trends, and ethics / Mary-Lou Galician, editor
Published New York : Best Business Books, ©2004
Online access available from:
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Description 1 online resource (288 pages) : illustrations (some color)
Contents From the guest editor -- The practice of product placement -- Controls on product placement -- Case studies of product placement -- Commentary -- Interviews -- Media review -- Roundtable -- Resource guide
Summary Leading experts present cutting-edge ideas and current research on product placement! The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics is the first serious book in English to examine the wider contexts and varied texts of product placement, related media marketing strategies, and audience impacts. The contributors are national experts in a variety of mass media specialties-history, law, and ethics (both media ethics and medical ethics); cultural and critical analysis; content analysis and effects; visuality; marketing, advertising, public relations, and promotion; and digital technology and futures. Handbook of Product Placement in the Mass Media is a part of The Haworth Press, Inc. promotion book series edited by Richard Alan Nelson, PhD, APR.This first-of-its-kind book features interviews with leading critics and proponents of product placement (including the Pulitzer Prize-winning media critic of the LA Times and the Director of the Center for Science in the Public Interest in Washington, DC). You'll also find a lively roundtable of many of the major contributors (in Q&A format), a review of a recent video on product placement, and a helpful resource guide to publications and Web sites that further enhance the value of the book. From the editor: The influence of product placement is perceived as so great that its detractors have sought federal regulation of the practice. This book examines the wider contexts and varied texts of product placement and related mass media marketing strategies. The contributors represent a rich variety of methodological approaches and viewpoints, which should stimulate readers to think about this complex issue in an appropriately multifaceted fashion and to triangulate their own study. The Handbook of Product Placement in the Mass Media: New
Notes Published simultaneously as Journal of promotion management, Volume 10, Numbers 1/2 2004
Bibliography Includes bibliographical references and index
Notes Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. http://purl.oclc.org/DLF/benchrepro0212 MiAaHDL
digitized 2011 HathiTrust Digital Library committed to preserve pda MiAaHDL
Print version record
Subject Advertising -- Moral and ethical aspects
Product placement in mass media.
Subliminal advertising -- United States
Form Electronic book
Author Galician, Mary-Lou.
LC no. 2003027329
ISBN 0203824709
0429238088
1136781234
1136781277
1136781285
9780203824702
9780429238086
9781136781230
9781136781278
9781136781285
OTHER TI Journal of promotion management