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The role of product placement in feature films and broadcast television programme: an IMC perspective

an IMC perspective

De la Rey van der Waldt
University of Pretoria
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The role of product placement in feature films and broadcast television programme: an IMC perspective. (2022). Communicare: Journal for Communication Studies in Africa, 24(2), 1-16. https://doi.org/10.36615/jcsa.v24i1.1767
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  • Submited: October 20, 2022
  • Published: October 24, 2022

Abstract

Emphasis on product placement as a variable in the marketing communication strategy
of organisations seems to be a relatively new focus. However, evidence exists that as
early as the 1940s product placement was used in feature films to brand products and
services. The initial use of product placements in feature films received new opportunities
through the introduction of new electronic media, such as video, DVD, mobile messaging,
electronic billboards, Internet clips and websites. Product placement is not confined to
cinema feature films. New electronic media offer unique opportunities for product
placement, which necessitated the renewed focus on product placement as a vehicle of
deliberate product exposure within the broader integrated marketing communication
(IMC) context.
The use of product placement has increased rapidly over the last few years. Product
names are increasingly being featured in films and television programmes. Companies
are increasingly seeking to broaden their marketing campaigns to include product
placement in broadcast media to confirm the product’s brand identity or to reach different
audiences effectively.
This article aims to describe the context in which product placement is categorised. It
also explains the relevance of product placement as a vehicle of communication in the
integrated marketing communication strategy.
In order to reach the set objectives of this article, a literature review of existing information
was conducted. The article does not claim to be a comprehensive work on productplacement in general - it rather attempts to provide a theoretical framework in which product placement could be studie

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How to Cite
The role of product placement in feature films and broadcast television programme: an IMC perspective. (2022). Communicare: Journal for Communication Studies in Africa, 24(2), 1-16. https://doi.org/10.36615/jcsa.v24i1.1767

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