Позициониране на продукти в електронните медии: усъвършенстване на практиките
Product Positioning in Electronic Media: Improvement of Practices

Author(s): Alexander Hristov
Subject(s): Economy, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: Product Placement; Commercial Messages; TV; Digital TV; Radio; Media Content
Summary/Abstract: Probably the main reasons why product placement has become more widespread in marketing practice lately are quite prosaic - the growing negativity towards commercial messages and the need to control the ever-slipping consumer attention to the screen. To achieve this goal, many companies decide to go beyond the standard 30-second format of television advertising and enter directly into the content of movies and shows. Researchers and practitioners are increasingly arguing that the TV spot and its time variants could not meet the new challenges in terms of engagement, interactivity and integration between television, digital television, and the computer. This is what requires television and radio operators to develop the necessary platform for the integration of advertising within television content that could be beneficial for the companies.

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