Product placement as a form of advertainment

Abstract

Nowadays, one of the big issues advertisers on television face is the consumer’s (viewer’s) ability to “zap” advertisements, as the public is increasingly tired of commercials. An advertisement is a form of communication that combines the elements of advertising and entertainment and is designed to overcome the tendency, especially among television viewers, to change channels or mute the audio during standard advertising commercials. This paper tries to give a brief overview of a method that belongs to advertainment, product placement, and how it is used by companies.