Examining the covert nature of product placement: implications for public policy

Article

Kuhn, Kerri-Ann L., Hume, Margee and Love, Anita. 2010. "Examining the covert nature of product placement: implications for public policy." Journal of Promotion Management: innovations in planning and applied research. 16 (1-2), pp. 59-79. https://doi.org/10.1080/10496490903572983
Article Title

Examining the covert nature of product placement: implications for public policy

ERA Journal ID39760
Article CategoryArticle
AuthorsKuhn, Kerri-Ann L. (Author), Hume, Margee (Author) and Love, Anita (Author)
Journal TitleJournal of Promotion Management: innovations in planning and applied research
Journal Citation16 (1-2), pp. 59-79
Number of Pages21
Year2010
Place of PublicationPhiladelphia, PA. United States
ISSN1049-6491
1540-7594
Digital Object Identifier (DOI)https://doi.org/10.1080/10496490903572983
Abstract

As consumers become better educated and more skeptical of traditional forms of advertising and competition, more fierce new forms of marketing communication have emerged which aim to influence audiences unobtrusively. Product placement has attracted ongoing debate as to whether this practice is covert, unethical and influences consumer welfare. This paper will examine the nature and practice of product placement in order to fully disclose and examine this practice. It will offer a conceptualization of the role of product placement in ethical marketing practice, the impact on customer welfare and implications for public policy. Exploration of the current issues surrounding covert marketing practices, consumer welfare, consumerism and ethical practice will be conducted. This paper is a conceptualization and offers a taxonomy of product placement attributes and their role in ethical marketing, consumer welfare and public policy. Implications for management and theory are discussed

Keywordsconsumerism; covert advertising; product placement; public policy
ANZSRC Field of Research 2020500102. Business ethics
520402. Decision making
350604. Marketing communications
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Byline AffiliationsQueensland University of Technology
School of Management and Marketing
Griffith University
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