Produkto / prekės ženklo demonstravimas filmuose: personažo įtaka demonstravimo rezultatams ; Product/brand placement in films: negative character impact to placement results

Product/brand placement is getting more and more important in the marketing and advertising field in recent years due to its potential to insinuate brand into any entertainment content. Even new media forms emerge product/brand placement in films is still attractive for both brand and viewer. The viewer does not interpret placement as an undesirable advertisement or an annoying offering. The product or brand used by film character or seen in a background of film scene is more closely related to a real situation in the viewer’s mind. It helps to create positive associations and approach to brand, model behavior patterns, etc. It is common to avoid place product/brand in a negative context or allow it to a negative character by questioning what impact it can have on the brand. Despite that, both negative and positive film character, who makes parasocial interaction or relationship with the viewer, can be used to seek marketing targets by product/brand placement in the film ; Ekonomikos ir vadybos fakultetas ; Vytauto Didžiojo universitetas