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Product Placement: Its Purpose and whether It Works - Research Paper Example
Journalism & Communication
Pages 8 (2008 words)
Product placement: Its purpose and whether it works 1. Introduction Marketing is a vital aspect of effective business strategy that is mainly people centric with major focus on meeting the demands of the customers. Various aspects of marketing are important factors that greatly facilitate in creating a niche position for the products within the desired category…
The huge ramifications of product placement within the highly fragmented market are critical to ensure that brand desirability is maintained it retains its competitive advantage over its rivals. 2. What is product placement? Product placement broadly refers to the firm’s effort to design and market its products in such a manner that its image occupies a distinct place in the minds of the target group/ segment. Indeed, the product placement encourages customers to understand and view differentiation of one specific product as against similar other products from different companies. It is also known as brand positioning and conceptualizes as to how the products should be portrayed amongst the target segment. The value proposition projected becomes important elements of product positioning as against those offered by its competitors which make it attractive for customers. It is also believed that product placement uses various strategic options based on myriad or specific attribute that significantly contribute towards garnering customer loyalty on a long term basis. 3. ...