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

Kuhn, Kerri-Ann L. and 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. ISSN 1049-6491


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

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Awaiting Author Version which will be embargoed until April 2012, in accordance with the copyright policy of the publisher.
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 14 Nov 2010 08:36
Last Modified: 13 Aug 2014 06:28
Uncontrolled Keywords: consumerism; covert advertising; product placement; public policy
Fields of Research : 22 Philosophy and Religious Studies > 2201 Applied Ethics > 220102 Business Ethics
17 Psychology and Cognitive Sciences > 1702 Cognitive Sciences > 170202 Decision Making
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Identification Number or DOI: 10.1080/10496490903572983
URI: http://eprints.usq.edu.au/id/eprint/8956

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