Product placement and its impact as a pr tool on the reputation of films in the domestic and foreign markets
Автор: Bulavina E.Y., Temnova D.I.
Журнал: Международный журнал гуманитарных и естественных наук @intjournal
Рубрика: Экономические науки
Статья в выпуске: 8-1 (59), 2021 года.
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The article discloses the concept of product placement technology, its characteristics as a PR tool, and also describes a study of the influence of integrated advertising technology on viewers' perception and attitude towards feature films that include product placement. Based on the data obtained, a conclusion was made about the dependence of the viewer's opinion on product placement in domestic and foreign films and their reputation.
Product placement, public relations
Короткий адрес: https://sciup.org/170189201
IDR: 170189201 | DOI: 10.24412/2500-1000-2021-8-1-185-191