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Some argue that product placement may inherently affect the creativity and originality of movies as film producers may re-write scripts in order to incorporate products. [160] Most typically, product placement and merchandise are most successful amongst specific genres of movies which may eventually limit the diversity of films. [160]
It is vital that a product or service needs to have a clear identity and placement to the needs of the consumers targeted as they will not only purchase the product, but can warrant a larger margin for the company through increased added value. [33] A number of different positioning strategies have been cited in the marketing literature: [34]
The marketing mix, which outlines the specifics of the product and how it will be sold, including the channels that will be used to advertise the product, [7] [8] is affected by the environment surrounding the product, [9] the results of marketing research and market research, [10] [11] and the characteristics of the product's target market. [12]
Cross merchandising is the retail practice of marketing or displaying products from different categories together, in order to generate additional revenue for the store, sometimes also known as add-on sales, incremental purchase or secondary product placement. Its main objective is to link different products that complement each other or can ...
A consequence of the increased popularity of advertainment is the boom of a specialized product placement industry. [11] Product placement has become an institutionalized industry, as evidenced by the creation of professional associations, such as the Entertainment Resource Marketing Association and Branded Content Marketing Association. The ...
Product placement (embedded marketing) is a precursor to native advertising. The former places the product within the content, whereas in native marketing, which is legally permissible in the US to the extent that there is sufficient disclosure, [ 11 ] the product and content are merged.
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To differentiate a product. The purpose of a promotion and thus its promotional plan can have a wide range, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations or creation of a corporate image. [2] The term 'promotion' tends to be used internally by the marketing function.