Product Placement: Modern Features and Tendencies (the Case of Film N)

Student: Obukhov Mikhail

Faculty: HSE Graduate School of Business

Educational Programme: Management (Bachelor)

Final Grade: 7

Year of Graduation: 2016

Product placement is one of the most perspective branches of the advertising industry due to the indirect methods used to affect potential customers. The present study is focused on investigating modern features and trends in the sphere of product placement in films. The methodology chosen within the qualitative research includes observation, which was carried within the collaboration with the companies engaged in working with product placement. Because of the opportunity to observe the processes from the inside, the study helped to find valuable information and some insights which were not mentioned in literature previously.

Full text (added May 21, 2016)

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