Product placement as an effective marketing tool.
https://doi.org/10.29030/2309-2076-2023-16-1-167-173
Abstract
In this study, the product placement technology is considered as a key marketing element of the modern market economic system. In the process of studying this phenomenon, the author comes to the conclusion that today product placement technology is a full-fledged, and often much more effective alternative to classical direct advertising. Nevertheless, at the moment in Russian marketing practice, this technology is often regarded by potential customers as a kind of secondary (compared again with direct advertising) a way of communicating with the target audience.
About the Author
A. А. Ivanova
Peoples’ Friendship University of Russia
Russian Federation
Russian Federation
Alina А. Ivanova - Ph.D. in philological sciences, assistant
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Review
For citations:
Ivanova A.А. Product placement as an effective marketing tool. Economic Systems. 2023;16(1):167-173. (In Russ.) https://doi.org/10.29030/2309-2076-2023-16-1-167-173
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