Skip repeated menu and go directly to contents

Article Abstract

"Toward a Framework of Product Placement"

Abstract

This article proposes a conceptual framework for the practice of product placement. A three-dimensional typology of product placement is presented, that identifies modality and plot connection as key characteristics of placements in audiovisual programming. A set of theoretical propositions is proposed to explain the effectiveness of placements on viewers.

AACSB accredited

The Fowler College of Business Administration is fully accredited by AACSB International – The Association to Advance Collegiate Schools of Business