An Ethical Evaluation of Product Placement: A Deceptive Practice?

@article{Hackley2008AnEE,
  title={An Ethical Evaluation of Product Placement: A Deceptive Practice?},
  author={Chris Hackley and Rungpaka Amy Tiwsakul and Lutz Preuss},
  journal={ERPN: Product Strategies (Topic)},
  year={2008}
}
Product placement, the practice of placing brands into non-advertising media, is a growing marketing phenomenon, which has received relatively little attention from business ethicists. Such attention is timely because the UK regulatory framework for television product placement is under review at the time of writing. In this paper, we seek to locate product placement in relation to traditional frameworks of marketing ethics. We suggest that this location is problematic because product placement… Expand
Nonprofit Product Placement: Human Rights Advocacy in Film and Television
ABSTRACT As non-governmental organizations attempt to gain influence, membership, and funds in an increasingly crowded field, they are turning to popular culture as a way to spread both their brandExpand
The Media and Their Advertisers: Exploring Ethical Dilemmas in Product Coverage Decisions
Marketers are increasingly relying on promotional practices (variously labeled as stealth marketing, hybrid messages, covert advertising) based on the diffusion of product information by thirdExpand
Public relations and the practice of paid content: Practical, theoretical propositions and ethical implications
Abstract This article focuses on the relatively new marketing phenomenon of embedded paid content. However, the reality is that Israeli public relations (PR) practitioners are engaged in promotion ofExpand
The influence of product placement prominence on consumer attitudes and intentions: a theoretical framework
Today’s marketers are looking for alternative approaches to communicate with their target population. One approach which has continued to receive attention over the past decade is product placement.Expand
Brands in texts: Attitudinal effects of brand placements in narrative fiction
Brand placements have become popular as an alternative brand communication tool for many companies. Previous research on brand placements has mainly considered the communication effects of brandsExpand
The effects of brand placement disclosures on skepticism and brand memory
Abstract Recently, the European Union decreed that European countries should use disclosures of brand placement in programs and movies on television to guarantee fair communication. However, anExpand
Agribusiness: An Ethical Approach to Marketing
Price skimming practices, false claim on products, false information/communication, marketing overseas, and deception on products in marketing have received signifi cant attention by the researchersExpand
Television Product Placement Strategy in Thailand and the UK
This paper discusses the implications for international brand communications management of a qualitative cross-national research study on television product placement in the United Kingdom andExpand
A New Branch of Advertising
TLDR
It shows that placement characteristics, such as placement commerciality, modality, and prominence, have a strong impact on audience reactions and calls for development of theories on capacity constraints and implicit processing as these can explain effects that are specific to brand placement. Expand
The Positive Effect of Green versus Conventional Brand Placement: The Roles of Brand Warmth and Persuasion Knowledge
Brand placement is the placement of a brand in non-commercial content such as a television series or movie (Karrh, 1998) which is used by marketers to advertise brands in a less obtrusive and moreExpand
...
1
2
3
4
5
...

References

SHOWING 1-10 OF 47 REFERENCES
Consumers' Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences
Abstract Product placement in movies is an important emerging area of marketing and advertising communications, but it also raises controversial ethical issues. In order to investigate these issuesExpand
Viewers' Evaluations of Product Placements in Movies: Public Policy Issues and Managerial Implications
Abstract A comprehensive review of product placements from multiple perspectives (marketers, movie-makers and consumer advocates) is presented. We analyze data from a large-scale survey that captureExpand
Ethics and Social Responsibility in Marketing: An Examination of the Ethical Evaluation of Advertising Strategies
Abstract Controversies over the ethical implications of advertising have existed since its creation. The purpose of this research is to examine the ethical judgments of advertising and marketingExpand
Product placement in movies: a comparison of Chinese and American consumers’ attitudes
In recent years there has been an increase in the practice of product placement. This paper reports the findings of an exploratory quantitative study of the attitudes of Chinese consumers towardsExpand
Ethical Perspectives on the Postmodern Communications Leviathan
Advertising and other forms of promotional activity have proliferated to such an extent that they may constitute a form of social pollution (Kitchen, 1994). The quantity and tone of communications toExpand
The meanings of ethics in and of advertising
Advertising presents special difficulties for business ethicists. Ads are trivial entertainments, yet advertising culture has been held up as a metaphor for a general moral degradation in theExpand
Product Placements in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers' Attitudes toward This Emerging, International Promotional Medium
Abstract This paper reports on a cross-cultural study which tests the robustness of the approach developed by Gupta and Gould (1997) concerning use of product placements in movies. Using theirExpand
Brand Placement: A Review
TLDR
This review clarifies the definition of brand placement and outlines an emerging body of research into placement, especially in its potential impact on program audiences. Expand
Entertainment Marketing and Experiential Consumption
The placement of brand references within mainstream entertainment (called here ‘entertainment marketing’) is a rapidly evolving marketing communications field in its scale and sophistication. MuchExpand
The making of self and world in advertising
In this paper I will criticize a common practice I call associative advertising. Briefly, associative advertising induces people to buy (or buy more of) a product by associating that market productExpand
...
1
2
3
4
5
...