Abstract: One thing that the industry and academic research field agree about is that product placement is a hybrid message. All paid attempts to influence audiences for commercial benefits using communications that project a noncommercial character; under these circumstances, audiences are likely to be unaware of the commercial influence attempt and/or to process the content of such communications differently than they process commercial messages.
Product placement is said to have emerged with the birth of motion pictures in the mid 1890s; however, scholarly literature is inconsistent in the evaluation of the beginnings of the same. Originally, the idea emerged for movie studios and television networks to borrow props that led to a reduction in production costs.It was actually in the year, 1982 that the practice became more widespread, as a result of the placement of Reese Sales of the sunglasses tripled in one year, the year after with the placement of Ray‐Ban sunglasses worn by Tom Cruise in the movie Risky Business.
Title: Product Placement: More Effective than Traditional Advertising
Author: Aarav Singhal, Chitrarth Srivastava, Shivani Modi
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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