Jani Pavlič, Tina Tomažič and Ines Kožuh
Interactive marketing (IM) has influenced commercial communication, including product placement (PP), which has become an essential form of integrating brands within the mass…
Abstract
Purpose
Interactive marketing (IM) has influenced commercial communication, including product placement (PP), which has become an essential form of integrating brands within the mass media. Existing research on PP has exceeded traditional TV and movies, and there is a lack of reviews considering the advanced technological perspectives. This scoping study aims to investigate PP in the context of IM and explore relations between technology-related factors and the effects of placement.
Design/methodology/approach
The scoping study follows a systematic approach with strictly defined inclusion and exclusion criteria, research questions and a search strategy to identify relevant studies and extract the data. A two-stage screening process on 713 publications resulted in 42 studies for the final examination.
Findings
The results complemented existing theory by identifying and synthesizing the essential technology-related factors and their (un)favorable impacts on PP effectiveness, where interactivity was examined the most frequently. The results also outlined the (un)explored concepts of PP according to media technology and related factors, and show a prevailing research interest in in-game advertising and cognitive responses. Accordingly, the study provides implications for marketers and directions for future research.
Originality/value
This review is the first to examine PP studies in the context of IM and technology-related factors influencing the effect of placement.
Details
Keywords
Tina Tomažic, Damir Boras, Jelena Jurišic and Dušan Lesjak
The purpose of this paper is to identify and redefine the categories of covert advertising, to demonstrate the covert aspects of advertising in the press, to provide a…
Abstract
Purpose
The purpose of this paper is to identify and redefine the categories of covert advertising, to demonstrate the covert aspects of advertising in the press, to provide a high-quality comparison of three leading Slovenian newspapers and to prepare a model for future researchers.
Design/methodology/approach
In this article, the authors defined, analyzed, and explored covert advertising. In the first part, the authors used descriptive approach and method of compilation. In the empirical part, the authors used content analysis to research texts of covert advertising; the authors used analytical approach. Data were analyzed with the help of the computer programme SPSS.
Findings
The results of the research indicate that covert advertising appears on a daily basis in daily newspapers and these articles are visually more attractive to garner greater attention from readers and offer numerous visual presentations.
Research limitations/implications
The first limitation is presenting a lack of literature in this area, especially very poor knowledge of covert advertising in English, American and German literature. There is not a single word that around the world marked the same phenomenon. This research is limited to print media; it cannot be generalized to all media. This is a survey of ads where the authors cannot rule out subjective assessments.
Originality/value
The significance of this research is that texts with covert advertising in Slovenia were for the first time scientifically investigated. The research approach and methodological instruments could be used as a model, a simplified representation of reality for future researches.