Product placement has emerged as one of the preferred means for advertisers and marketers to reach out to their consumers in addition to the traditional advertising strategies. Increasing proliferation of advertisement has led to a state where messages do not always reach the prospective consumer. It is in this situation that effective product placement is playing a vital role in bridging this gap. This book is an attempt to explain the different aspects of product placement in diverse mediums like films, television serials, books, video games, songs, news and reality television shows. Innovative concepts like celebrity product placement, reverse product placement and digital product placements are also incorporated into the book. The book features numerous examples to substantiate the different aspects of product placements. Although product placement is a very effective strategy in marketing communications it still garners a lot of brickbats because of the ethical considerations involved. Therefore this book has incorporated the ethical and regulatory dimensions of product placement in different medium.
About the Authors
Dr. Samta Jain has earned Doctorate in Psychology and is currently working as an Associate Dean and Professor at IBS Business School Mumbai. She has 14 years of experience in Corporate and Academic fields and has extended several training programs, consultations to Corporate, NGOs and Academic Institutions. She was on regular training panels for Rajasthan Police Academy. Her consultations include Corporate restructuring, Recruitments, Job Profiling, Performance Appraisal and Reward Systems, Job Evaluations, Competency Mapping, Assessment Centres, behavioral and soft skills trainings etc.
She is also an author, writer and regular contributor to many magazines and Journals of National and International level. She has contributed 70 National and International Papers. She is a Consulting Editor of Dimensions, an International Journal of Management by IBS Mumbai. She started her academic career at IIM Ahmedabad as an Academic Associate and Junior Faculty.
She has been awarded Human Rights Millennium Award-2000 jointly by IIHR, UNESCO and UNICEF. She has also been conferred with Ms. Super Brain Award consolation prize four times by CSR, New Delhi. She is a recipient of Bharat Excellence Award conferred by FFI, New Delhi for her special contribution to environmental research. She has been felicitated as Best Professor in Human resource Management at 2nd Asia Best B-School Awards, at Singapore for the year 2011; awarded Best Young Teacher Award by Higher Education Forum and AICAR Business School , 2011 and also the Best Faculty Award by IBS from IBSAF-2011. She is a recipient of Best Faculty by Bombay Management Association for the year 2013.
Ms. Lopamudra Ghosh holds a masters degree in Marketing Management from Kalyani University. She is presently working as an analyst market research in a Gurgaon based KPO. She has earlier worked as a Faculty Member in IBS Mumbai Business School Mumbai for 5 years and also has around 4 years of experience in the corporate world working with reputed financial organizations like ICICI Bank and Bajaj Allianz life Insurance Co. Ltd. Her area of expertise is Marketing Management, Business Research Methods and Market Research. Her research interests are in the areas of Brand Management, Advertising and Market Research. She has published research papers in reputed journals and has made many presentations in national and International conferences. Her case study- Business as unusual- A case on Body Shopwas adjudged the Best Case Study in Manthan The Churning- A Marketing Case Competition organized by ICFAI Business School, Gurgaon in March, 2007.
