| 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 |
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Print version record |
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digitized 2011 HathiTrust Digital Library committed to preserve pda MiAaHDL |
| Subject |
Product placement in mass media.
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Subliminal advertising -- United States
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Advertising -- Moral and ethical aspects
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BUSINESS & ECONOMICS -- Advertising & Promotion.
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Advertising -- Moral and ethical aspects
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Product placement in mass media
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Subliminal advertising
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Ethik
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Marketing
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Massenmedien
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Product placement
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Fernsehen
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Film
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Massamedia.
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Subliminale waarneming.
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Marketing.
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Strategische planning.
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Product placement in mass media -- United States.
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Subliminal advertising -- United States.
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Advertising -- Moral and ethical aspects -- United States.
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United States
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USA
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| Form |
Electronic book
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| Author |
Galician, Mary-Lou
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| LC no. |
2003027329 |
| ISBN |
9780203824702 |
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0203824709 |
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9780429238086 |
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0429238088 |
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9781136781285 |
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1136781285 |
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9781136781230 |
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1136781234 |
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9781136781278 |
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1136781277 |
|
