ISSN: 2222-6990
Open access
The article aims to conduct an analytical and comprehensive review of the academic literature on product placement. The article introduces the concept and practice of product placement and the research approach applied. Next, the author articulates the definition of product placement and provides an overview, followed by an analytical review of the theoretical foundation of product placement. After the theoretical review, the author analyzes product placements' effects and influences on consumers' behavior and attitudes, marketing strategy, movies, advertisements, and ethics. The author then outlines some findings and marketing implications of his analysis. The article concludes with the author's final comments.
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