期刊名称：International Review of Communication and Marketing Mix
电子版ISSN：2605-0447
出版年度：2020
卷号：1
期号：3
页码：7-22
DOI：10.12795/IROCAMM.2020.v01.i03.01
出版社：Universidad de Sevilla
摘要：The product placement advertising technique is a commercial communication tool linked to the audiovisual sector almost from its inception. Throughout this years, an evident evolution of it is detected according to its different forms and uses. Thus, we can find a wide spectrum of authors and publications that have tried the tool. However, in many ways, it has not been classified in all its dimensions and requires an arrangement to achieve a peripheral vision that covers all its applications. In response to this, in this study a qualitative exploratory methodology focused on the specific bibliography is applied in order to determine the different variants of this technique. Therefore, an analysis table is developed that includes all types of product placement within the current audiovisual language. It is an informed classification that becomes a theoretical model that serves as the basis for the study of future research on product placement.
