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Revista Perspectivas

versión impresa ISSN 1994-3733


DELGADILLO MOREIRA, Marcos. Product placement, when you see what you do not want to see. Perspectivas [online]. 2011, n.28, pp.193-206. ISSN 1994-3733.

A breakdown of some of the features surrounding product placement, considered this, a communicational activity that innovates the process of getting the message of a certain brand get through the market. In this exercise, you go through a stage of analyzing the advertising effectiveness as well as the variables that influence it, with related concepts, to move to identify the most important core elements of a first approach to product placement.

Palabras clave : Marketing; advertising; positioning; placement; product.

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