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PRODUCT PLACEMENT IN BOOKS AND NOVELS
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Author(s):
SHIKHA GARG
Vol - 8, Issue- 4 ,
Page(s) : 49 - 56
(2017 )
DOI : https://doi.org/10.32804/IRJMST
Abstract
The emergence of new technologies and the demand for low-cost methods of advertising have made the marketers to modify their promotion strategies and discover new ways of advertising the products. Over the years, product placement has evolved as a new marketing communication tool and has gained more popularity than the traditional methods of advertising. Product placement is a tactic used by the marketers to promote the brands by using real branded products in fictional and non-fictional media so as to enhance the interest of the customers in the product. This method is usually adopted by marketers to make an impact on the audiences. The objectives of making impact can be to raise purchase intention, increase brand awareness, attract customers’ attention or enhance brand recognition. The purpose of this paper is to examine product placement in different books and novels.
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