RODUCT PLACEMENT IN CINEMATOGRAPHY AS A TOOL OF MARKETING COMMUNICATION
Elena MUREA, Universitatea de Stat din Moldova
Abstract
Product placement in cinematography is an effective marketing tactic, consisting of the discrete integration of
products or services into films. This strategy gives brands significant exposure to the general public without seeming
intrusive. By subtly placing products in scenes, movies can influence consumer preferences and opinions. This marketing communication tool has grown in popularity over the decades, and brands are willing to invest significant
sums to see their products featured in impactful films. However, the success of product placement depends on the
context of the film and the authenticity of the integration of the products into the story.
Keywords: advertising, marketing communication, product placement, cinematography, brand, product.
