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Продакт-плейсмент Sluikreclame Продакт-плейсмент プロダクトプレイスメント Lokowanie produktu Produktplacering Emplaçament de producte Publicidad por emplazamiento Publicidade indireta Pubblicità indiretta 置入性行銷 موضعة المنتج Penempatan produk Produktplatzierung 제품 간접 광고 Product placement Placement de produit Product placement
rdfs:comment
Sluikreclame is een marketingtactiek waarbij er in een toneelstuk, film, televisieserie of boek een bestaand commercieel product wordt getoond of aanbevolen, terwijl er tegenover de kijker of lezer niet volledig duidelijk is gemaakt dat het hierbij om reclame gaat. De meest voorkomende vorm is het beschikbaar stellen van producten voor televisieprogramma's, zodat deze producten zichtbaar en identificeerbaar zijn voor de kijker. In jargon wordt dit ook wel brand placement of product placement genoemd. Lokowanie produktu (ang. product placement) – jedno z narzędzi marketingowych służące promocji produktów i usług. Mechanizm polega na nawiązywaniu do produktu w środku przekazu w taki sposób, żeby przemawiał on do podświadomości odbiorcy i zachęcał go do używania bez przekazywania oczywistej i otwartej reklamy. Technika używana jest też w przekazach telewizyjnych, wideo, książkach, przedstawieniach teatralnych, grach komputerowych itp. Taka forma promocji odbywa się poprzez: Produktplacering, på engelska product placement, är marknadsföring av ett varumärke eller en produkt genom planerad förekomst i ett sammanhang som inte uttryckligen är reklam. För filmproducenter har det också blivit ett sätt att delfinansiera framför allt spelfilmer. Produktplacering har ofta varit en metod för både reklamköpare och medieproducenter att använda för att komma runt formella reklamförbud. Penempatan produk adalah teknik pemasaran yang digunakan oleh perusahaan untuk mempromosikan produk secara tidak langsung melalui teknik non tradisional, biasanya melalui kemunculan di film, televisi atau media lain. Bentuk penggunaan pemasaran melalui penempatan produk dapat melalui penggunaan alat-alat elektronik dengan merek tertentu. Teknik ini dimulai pada abad ke-19 sejak Jules Verne mempublikasikan novel petualangan Around the World in Eighty Days. 置入性行銷(Placement marketing,又名置入式行銷、植入式廣告 、间接宣传),或稱為產品置入(Product placement),是指刻意將行銷事物以巧妙的手法置入既存媒體,以期藉由既存媒體的曝光率來達成廣告效果。行銷事物和既存媒體不一定相關,一般閱聽人也不一定能察覺其為一種行銷手段。 제품 간접 광고(製品間接廣告, 영어: product placement, PPL) 또는 임베디드 마케팅(영어: embedded marketing)은 간접광고의 대표적인 형태로 ‘Product Placement’의 약자이며, 좁은 의미에서의 PPL은 주로 방송 프로그램 속의 소품으로 등장하는 상품을 말한다. 하지만 넓은 의미에서의 PPL은 협찬을 제외한 대부분의 간접광고를 포괄하는 개념이다. 그러므로 넓은 의미에서의 PPL은 브랜드 이름이 보이는 상품뿐만 아니라, 협찬업체의 이미지나 명칭, 특정장소 등을 노출시켜 무의식중에 관객들에게 홍보하는 일종의 광고마케팅 전략을 일컫는다. 이 때 상표가 있는 제품이나 서비스가 광고를 직접적으로 한다는 느낌 없이 TV와 영화 등의 매체의 맥락 속에 녹아 있도록 하는 것이 PPL이다. PPL은 1980년대부터 통상적으로 사용되기 시작하였다. PPL이 전반적으로 뜻하게 되는 간접광고는 원래 좁은 의미로 영화나 드라마를 제작할 때 소품 담당자가 영화에 사용할 소품들을 배치하는 업무를 뜻하던 용어이었으나,최근에는 넓은 의미로 이것의 광고 효과가 두드러지게 나타남에 따라 광고를 노리고 영화에 제품을 등장시킨다는 뜻으로 쓰이고 있다. 방송위원회에서는 간접광고를 “TV.라디오 방송내용 중 광고 방송시간대를 사용하여 상업적인 메시지를 전달할 목적으로 제작되고 전파되는 CF 등 직접광고와는 달리 일반 프로그램 내에서 특정업체나 특정인에 대한 홍보성 내용이 소개되는 경우를 말한다.”라고 정의를 내리고 있다. La publicidad por emplazamiento, conocida también como emplazamiento publicitario, posicionamiento de producto o product placement, es una técnica publicitaria que consiste en la inserción de un producto, marca o mensaje dentro de la narrativa de un medio, ya sea una película, una serie televisiva, etcétera (mostrado, citado o utilizado por los actores). Se utiliza por lo general en medios de comunicación audiovisuales como programas y series de televisión, telenovelas, videos musicales, cine y videojuegos, entre otros. Esta fórmula se popularizó en la década de los 80, y los productores recurren cada vez más a ella como modo de financiación. Entre los expertos existe un debate sobre si todo lo que esté en un programa y se publicite es product placement. Algunos sostienen que sí debido a q Produktplatzierung (engl. product placement oder embedded marketing), auch Werbeintegration genannt, ist die gezielte Darstellung von Markenprodukten in verschiedenen Medien. Sie ist ein Instrument der Kommunikationspolitik im Marketing und wird in Film- und Fernsehproduktionen, in Radio, Zeitschriften, Zeitungen, Musik, Comics, Videospielen, Videoclips und anderen Medien eingesetzt. Für die Platzierung von Produkten werden in der Regel Geld- oder Sachzuwendungen geleistet. Про́дакт-пле́йсмент (англ. product placement, дослівно: — «розміщення продукції» або «прихована реклама») — рекламний прийом, який полягає в тому, що реквізит у фільмах, телепередачах, комп'ютерних іграх, музичних кліпах або книгах має реальний комерційний аналог. Зазвичай демонструється сам рекламований продукт, його логотип, або згадується про його хорошу якість. Product placement, also known as embedded marketing, is a marketing technique where references to specific brands or products are incorporated into another work, such as a film or television program, with specific promotional intent. Much of this is done by loaning products, especially when expensive items, such as vehicles, are involved. In 2021, the agreements between brand owners and films and television programs were worth more than US$20 billion. Le placement de produit est une technique de publicité qui utilise la mise en avant d'un produit dans différents supports, généralement audiovisuels ; par exemple la mise en avant d'un modèle de voiture dans un film ou une série télévisée. Ce placement peut être indiqué par un pictogramme « P » avec la mention « peut contenir des placements de produits ». Le placement de produit est un moyen complémentaire aux moyens de communication traditionnels. Les annonceurs cherchent à faire parler de leur marque, soit en exposant directement celle-ci, soit par l’intermédiaire de leur produit. C’est pourquoi en général, on parle de placement de marque plutôt que de placement de produit. On utilise d’ailleurs le terme de branded integration deal (« contrat d’intégration de marque »). La pubblicità indiretta (in inglese product placement) è quel tipo di pubblicità che compare in spazi non prettamente pubblicitari, senza essere segnalata come tale. Si usa, invece il termine di pubblicità occulta quando avviene in modo non palese e quindi il termine assume una forte connotazione negativa. Si realizza generalmente attraverso l'inserimento di prodotti di un certo marchio all'interno di un prodotto cinematografico o televisivo, a fronte del pagamento di un corrispettivo da parte dell'azienda che viene pubblicizzata. Marketing indireto ou publicidade indireta é a forma de inserir mensagens publicitárias de forma sútil no conteúdo de programas de televisão, filmes, games, revistas, rádios, eventos, etc, ao invés de simplesmente as exibir como anúncios comerciais. É uma forma de comunicar um produto ou uma marca sem que o espectador possa rejeitar as mensagens publicitárias. موضعة المنتج، المعروفة أيضًا باسم التسويق المُدمجهي تقنية تسويقية تُدمج فيها الإشارات إلى علامات تجارية أو منتجات محددة في عمل آخر، مثل فيلم أو برنامج تلفزيوني، بقصد الترويج. في حين أن الإشارات إلى العلامات التجارية قد تُدمج طوعًا في الأعمال للحفاظ على الشعور بالواقعية و/أو لتكون موضوعًا للشرح، يكون التسويق المُدمج دمجًا متعمدًا للإشارة إلى علامة تجارية أو منتج مقابل الحصول على تعويض مادي. L'emplaçament de producte és la inclusió de productes i serveis comercials en obres cinematogràfiques o televisives a canvi de contraprestacions econòmiques o en espècies (p. ex.: una col·laboració en la promoció d'aquestes obres). Aquesta tècnica de comunicació comercial ha experimentat un gran increment d'ús en molt poc de temps, tant al món cinematogràfic com en l'àmbit de la publicitat i el màrqueting. Des de principis dels anys 90, a més a més, des de la investigació en publicitat i nous mitjans s'ha començat a prestar especial atenció a aquest fenomen, del qual no hi havia bibliografia fins fa uns anys. プロダクトプレイスメントは、広告手法の一つで映画やテレビドラマの劇中において、役者の小道具として、または背景として実在する企業名・商品名(商標)を表示させる手法のことを指す。プロダクト・プレイスメントともいう。 Product placement, doslova přeloženo jako umístění produktu, je forma skryté reklamy. Jedná se o umisťování výrobků, názvů, log apod. existujících značek do uměleckých děl, jako jsou například filmy, seriály, videohry, zábavní pořady, písně apod. Míra explicitnosti toho, o jakou má jít značku, může být různá. Про́дакт-пле́йсмент (англ. product placement, дословный перевод размещение продукции) — приём неявной (скрытой) рекламы, заключающийся в том, что реквизит, которым пользуются герои в фильмах, телевизионных передачах, компьютерных играх, музыкальных клипах, книгах, на иллюстрациях и картинах, имеет реальный коммерческий аналог. Может проявляться в демонстрации непосредственно самого́ рекламируемого продукта, его логотипа, а также упоминания продукта в положительном смысле. В профессиональной литературе product placement принято обозначать аббревиатурой PP.
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置入性行銷(Placement marketing,又名置入式行銷、植入式廣告 、间接宣传),或稱為產品置入(Product placement),是指刻意將行銷事物以巧妙的手法置入既存媒體,以期藉由既存媒體的曝光率來達成廣告效果。行銷事物和既存媒體不一定相關,一般閱聽人也不一定能察覺其為一種行銷手段。 Product placement, also known as embedded marketing, is a marketing technique where references to specific brands or products are incorporated into another work, such as a film or television program, with specific promotional intent. Much of this is done by loaning products, especially when expensive items, such as vehicles, are involved. In 2021, the agreements between brand owners and films and television programs were worth more than US$20 billion. While references to brands (real or fictional) may be voluntarily incorporated into works to maintain a feeling of realism or be a subject of commentary, product placement is the deliberate incorporation of references to a brand or product in exchange for compensation. Product placements may range from unobtrusive appearances within an environment, to prominent integration and acknowledgement of the product within the work. Common categories of products used for placements include automobiles and consumer electronics. Works produced by vertically integrated companies (such as Sony) may use placements to promote their other divisions as a form of corporate synergy. During the 21st century, the use of product placement on television has grown, particularly to combat the wider use of digital video recorders that can skip traditional commercial breaks, as well as to engage with younger demographics. Digital editing technology is also being used to tailor product placement to specific demographics or markets, and in some cases, add placements to works that did not originally have embedded advertising, or update existing placements. La pubblicità indiretta (in inglese product placement) è quel tipo di pubblicità che compare in spazi non prettamente pubblicitari, senza essere segnalata come tale. Si usa, invece il termine di pubblicità occulta quando avviene in modo non palese e quindi il termine assume una forte connotazione negativa. Si realizza generalmente attraverso l'inserimento di prodotti di un certo marchio all'interno di un prodotto cinematografico o televisivo, a fronte del pagamento di un corrispettivo da parte dell'azienda che viene pubblicizzata. Lokowanie produktu (ang. product placement) – jedno z narzędzi marketingowych służące promocji produktów i usług. Mechanizm polega na nawiązywaniu do produktu w środku przekazu w taki sposób, żeby przemawiał on do podświadomości odbiorcy i zachęcał go do używania bez przekazywania oczywistej i otwartej reklamy. Technika używana jest też w przekazach telewizyjnych, wideo, książkach, przedstawieniach teatralnych, grach komputerowych itp. Taka forma promocji odbywa się poprzez: * pokazywanie wyrobów lub ich znaków towarowych w wybranych scenach filmu (np. bohater leci samolotem British Airways – odbiorca ma skojarzyć logo linii lotniczej jako wartościowego usługodawcy, widniejący bilbord w ujęciu miasta); * używanie lub konsumowanie produktów przez bohaterów (np. bohater pali Marlboro – odbiorca ma skojarzyć bohatera z konkretną marką papierosów, używa konkretnej marki odtwarzacza mp3, telefonu komórkowego), słucha pewną stację radiową w samochodzie; * rozmowa o produkcie (np. często spotykane pytanie o rodzaj używanych perfum przez bohatera albo rozmowa o konkretnej marce samochodów); * pokazywanie znaku towarowego jako tła innych wydarzeń (np. wśród wyborców witających polityka jest osoba ubrana w kurtkę kojarząca się z konkretną marką, ujęcie gdzie widać sklep odpowiedniej sieci); * namówienie aktorów, aby poza planem używali produktów konkretnych marek. Historia tej techniki propagandy sięga lat dwudziestych, kiedy w Stanach Zjednoczonych nastąpił wzrost liczby stacji radiowych. Wykorzystali to producenci różnych, marek opłacając nadawców w zamian za pomoc w reklamie swoich produktów i usług. Największe nadużycia popełniali amerykańscy producenci papierosów. Wiadomości z frontu wojny w czasie II wojny światowej zawierały zapewnienia, że „nasi żołnierze palą papierosy marki Camel”. Rozwój telewizji w USA spowodował przerzucenie tej techniki na nowe medium. W latach pięćdziesiątych i sześćdziesiątych opłacanie producentów telewizyjnych było na porządku dziennym i trudno było rozróżnić otwartą reklamę (czyli oznaczoną) od „product placement”. Kwestia tej techniki propagandy nie była uregulowana prawnie. Kolejnym etapem rozwoju techniki był zakaz telewizyjnej reklamy wyrobów tytoniowych wprowadzony w USA od Nowego Roku 1971. Przyciśnięci zakazami producenci papierosów zwrócili swoje oczy na Hollywood i zaczęli masowo opłacać producentów filmowych. Technika ta zdobywa coraz większe znaczenie w produkcji filmów – głównie jako ważny element jego finansowania (również w Polsce). Różnica między kryptoreklamą a lokowaniem produktu jest dość niejasna. Kryptoreklama rzadko jest robiona za zgodą wydawcy czy producenta. Про́дакт-пле́йсмент (англ. product placement, дословный перевод размещение продукции) — приём неявной (скрытой) рекламы, заключающийся в том, что реквизит, которым пользуются герои в фильмах, телевизионных передачах, компьютерных играх, музыкальных клипах, книгах, на иллюстрациях и картинах, имеет реальный коммерческий аналог. Может проявляться в демонстрации непосредственно самого́ рекламируемого продукта, его логотипа, а также упоминания продукта в положительном смысле. В профессиональной литературе product placement принято обозначать аббревиатурой PP. В апреле 2006 озвучил статистику, согласно которой две трети рекламодателей используют продакт-плейсмент, 80 % которого приходится на телевизионные программы. В product placement принято выделять несколько основных составляющих: источник (компания-заказчик), сообщение (подразумеваются типы и виды РР), канал (любой телевизионный продукт), получатель (целевая аудитория выбранного канала). Le placement de produit est une technique de publicité qui utilise la mise en avant d'un produit dans différents supports, généralement audiovisuels ; par exemple la mise en avant d'un modèle de voiture dans un film ou une série télévisée. Ce placement peut être indiqué par un pictogramme « P » avec la mention « peut contenir des placements de produits ». Le placement de produit est un moyen complémentaire aux moyens de communication traditionnels. Les annonceurs cherchent à faire parler de leur marque, soit en exposant directement celle-ci, soit par l’intermédiaire de leur produit. C’est pourquoi en général, on parle de placement de marque plutôt que de placement de produit. On utilise d’ailleurs le terme de branded integration deal (« contrat d’intégration de marque »). Sluikreclame is een marketingtactiek waarbij er in een toneelstuk, film, televisieserie of boek een bestaand commercieel product wordt getoond of aanbevolen, terwijl er tegenover de kijker of lezer niet volledig duidelijk is gemaakt dat het hierbij om reclame gaat. De meest voorkomende vorm is het beschikbaar stellen van producten voor televisieprogramma's, zodat deze producten zichtbaar en identificeerbaar zijn voor de kijker. In jargon wordt dit ook wel brand placement of product placement genoemd. Sluikreclame is verboden op de Nederlandse publieke omroep en radio, maar toch stond er in de jaren tachtig een IKEA-bank in de populaire serie Zeg 'ns AAA, dezelfde bank die op de voorpagina van de catalogus van de meubelketen stond. Het was het eerste voorbeeld van brand placement in Nederland. Vooral op de commerciële zenders, in Nederland actief sinds 1989, doen omroepen in hun programma's aan sluikreclame. Een voorbeeld van sluikreclame is dat een frisdrankenfabrikant een filmstudio betaalt om zijn product in een film te laten zien. Het label van de fles of het blikje wordt naar de camera gericht, zodat het duidelijk in beeld komt en voor de kijker goed zichtbaar is. De betalingen zijn gebaseerd op vertoning, dat wil zeggen het aantal keren dat het product wordt getoond of genoemd, de duur van de vertoning en de mate waarin het product in de verhaallijn is verwerkt. Als het product actief wordt gebruikt – zoals wanneer een hoofdrolspeler duidelijk een slok neemt van de fles of het blikje – wordt daar extra voor betaald. Filmproducenten werven bedrijven voor een extra inkomstenbron van een film, en met deze bedrijven wordt tevens samengewerkt bij de promotionele activiteiten gericht op de film én gericht op het product. Het doel van brand placement in televisieprogramma's kan liggen in het creëren van bekendheid van een merk of product (awareness) of de kijker doordringen van bepaalde associaties met het product. Soms probeert een fabrikant nieuwe gebruiksmogelijkheden van een product op subtiele wijze onder de aandacht te brengen. Zo betaalde Coca-Cola het programma Goede tijden, slechte tijden om hun frisdrank aan de ontbijttafel te gebruiken. Veel gesponsorde televisieseries brengen uitgebreid in beeld wat de mogelijke toepassingen van huis-tuin-en-keukenproducten zijn. Het meest voorkomende sluikreclameproduct in de Verenigde Staten is de auto. Vaak worden alle belangrijke voertuigen in een film of televisieserie geleverd door dezelfde fabrikant. Sinds het prille begin van de televisie hebben autofabrikanten op deze manier voertuigen ter beschikking gesteld. James Bond-films spannen de kroon: leveranciers betalen vele miljoenen dollars om op deze wijze reclame te kunnen maken. L'emplaçament de producte és la inclusió de productes i serveis comercials en obres cinematogràfiques o televisives a canvi de contraprestacions econòmiques o en espècies (p. ex.: una col·laboració en la promoció d'aquestes obres). Aquesta tècnica de comunicació comercial ha experimentat un gran increment d'ús en molt poc de temps, tant al món cinematogràfic com en l'àmbit de la publicitat i el màrqueting. Des de principis dels anys 90, a més a més, des de la investigació en publicitat i nous mitjans s'ha començat a prestar especial atenció a aquest fenomen, del qual no hi havia bibliografia fins fa uns anys. プロダクトプレイスメントは、広告手法の一つで映画やテレビドラマの劇中において、役者の小道具として、または背景として実在する企業名・商品名(商標)を表示させる手法のことを指す。プロダクト・プレイスメントともいう。 Marketing indireto ou publicidade indireta é a forma de inserir mensagens publicitárias de forma sútil no conteúdo de programas de televisão, filmes, games, revistas, rádios, eventos, etc, ao invés de simplesmente as exibir como anúncios comerciais. É uma forma de comunicar um produto ou uma marca sem que o espectador possa rejeitar as mensagens publicitárias. Product placement, doslova přeloženo jako umístění produktu, je forma skryté reklamy. Jedná se o umisťování výrobků, názvů, log apod. existujících značek do uměleckých děl, jako jsou například filmy, seriály, videohry, zábavní pořady, písně apod. Míra explicitnosti toho, o jakou má jít značku, může být různá. V České republice byla až do 17. srpna 2009 zakázána, avšak je stále všeobecně tolerovaná. Důvodem je nejen rozšíření v zahraničí, především ve Spojených státech amerických, ale také fakt, že právě product placement je schopný zaplatit náklady na celý film – o čemž diváky přesvědčil např. kontroverzní režisér ve svém dokumentu . Про́дакт-пле́йсмент (англ. product placement, дослівно: — «розміщення продукції» або «прихована реклама») — рекламний прийом, який полягає в тому, що реквізит у фільмах, телепередачах, комп'ютерних іграх, музичних кліпах або книгах має реальний комерційний аналог. Зазвичай демонструється сам рекламований продукт, його логотип, або згадується про його хорошу якість. La publicidad por emplazamiento, conocida también como emplazamiento publicitario, posicionamiento de producto o product placement, es una técnica publicitaria que consiste en la inserción de un producto, marca o mensaje dentro de la narrativa de un medio, ya sea una película, una serie televisiva, etcétera (mostrado, citado o utilizado por los actores). Se utiliza por lo general en medios de comunicación audiovisuales como programas y series de televisión, telenovelas, videos musicales, cine y videojuegos, entre otros. Esta fórmula se popularizó en la década de los 80, y los productores recurren cada vez más a ella como modo de financiación. Entre los expertos existe un debate sobre si todo lo que esté en un programa y se publicite es product placement. Algunos sostienen que sí debido a que independientemente de que esté en otra sección del mismo programa, de hecho lo está, pero otros aseguran que no lo es debido a que no se realiza en un mismo contexto del motivo del programa y que se realiza una pausa para hacer la mención. Produktplatzierung (engl. product placement oder embedded marketing), auch Werbeintegration genannt, ist die gezielte Darstellung von Markenprodukten in verschiedenen Medien. Sie ist ein Instrument der Kommunikationspolitik im Marketing und wird in Film- und Fernsehproduktionen, in Radio, Zeitschriften, Zeitungen, Musik, Comics, Videospielen, Videoclips und anderen Medien eingesetzt. Für die Platzierung von Produkten werden in der Regel Geld- oder Sachzuwendungen geleistet. Als Produktplatzierung wird die im Austausch gegen Geld/Vorteile vorgenommene Integration des Namens, des Produktes, der Verpackung, der Dienstleistung oder des Unternehmenslogos eines Markenartikels oder eines Unternehmens in Massenmedien, ohne dass der Rezipient das als störend empfinden soll, bezeichnet. Produktplatzierung ist in Deutschland als sogenannte Produktbeistellung erlaubt, bei der Unternehmen ihre Produkte für Filmproduktionen unentgeltlich zur Verfügung stellen (zum Beispiel Autos oder Software). Unerlaubte Produktplatzierung nennt man im deutschen Sprachraum Schleichwerbung; sie ist dadurch gekennzeichnet, dass es dramaturgisch nicht notwendig ist, das jeweilige Produkt zu benutzen oder die Marke ins Bild zu setzen. Produktplacering, på engelska product placement, är marknadsföring av ett varumärke eller en produkt genom planerad förekomst i ett sammanhang som inte uttryckligen är reklam. För filmproducenter har det också blivit ett sätt att delfinansiera framför allt spelfilmer. Den första vågen av produktplacering handlade om att företag betalade för att just deras produkter skulle användas i filmer och tv-serier. En uppblossande etikdebatt om huruvida biobesökare var medvetna eller ej om att de utsattes för reklam har utmynnat i en stor medvetenhet hos allmänheten om fenomenet, följt av relativt stor acceptans av marknadsföringsmetoden. Produktplacering har ofta varit en metod för både reklamköpare och medieproducenter att använda för att komma runt formella reklamförbud. En växande gren av produktplacering är att i stället placera in produkter i folks verklighet. Genom att erbjuda vissa företag gratis tillgång till ett visst mineralvatten till matsalen kommer de anställda i kontakt med just det märket. Genom att låta en grupp skådespelare sitta på ett café och prata om hur bra en viss produkt är kan de som sitter bredvid påverkas att införskaffa produkten. Ifall avsikten verkligen är att lura folk talar man om . Allmänhetens medvetande om denna form av produktplacering är under alla omständigheter lägre än om den klassiska varianten. Här brukar Sony Mobiles kampanj 2002 anges som exempel. Under 2000-talet kom debatten att handla om produktplacering i bloggosfären och svårigheterna att som konsument veta om bloggare spontant nämner produkter som de använder och gillar eller om de gör det för att företagen betalat dem för att skriva på ett visst sätt. 제품 간접 광고(製品間接廣告, 영어: product placement, PPL) 또는 임베디드 마케팅(영어: embedded marketing)은 간접광고의 대표적인 형태로 ‘Product Placement’의 약자이며, 좁은 의미에서의 PPL은 주로 방송 프로그램 속의 소품으로 등장하는 상품을 말한다. 하지만 넓은 의미에서의 PPL은 협찬을 제외한 대부분의 간접광고를 포괄하는 개념이다. 그러므로 넓은 의미에서의 PPL은 브랜드 이름이 보이는 상품뿐만 아니라, 협찬업체의 이미지나 명칭, 특정장소 등을 노출시켜 무의식중에 관객들에게 홍보하는 일종의 광고마케팅 전략을 일컫는다. 이 때 상표가 있는 제품이나 서비스가 광고를 직접적으로 한다는 느낌 없이 TV와 영화 등의 매체의 맥락 속에 녹아 있도록 하는 것이 PPL이다. PPL은 1980년대부터 통상적으로 사용되기 시작하였다. PPL이 전반적으로 뜻하게 되는 간접광고는 원래 좁은 의미로 영화나 드라마를 제작할 때 소품 담당자가 영화에 사용할 소품들을 배치하는 업무를 뜻하던 용어이었으나,최근에는 넓은 의미로 이것의 광고 효과가 두드러지게 나타남에 따라 광고를 노리고 영화에 제품을 등장시킨다는 뜻으로 쓰이고 있다. 방송위원회에서는 간접광고를 “TV.라디오 방송내용 중 광고 방송시간대를 사용하여 상업적인 메시지를 전달할 목적으로 제작되고 전파되는 CF 등 직접광고와는 달리 일반 프로그램 내에서 특정업체나 특정인에 대한 홍보성 내용이 소개되는 경우를 말한다.”라고 정의를 내리고 있다. Penempatan produk adalah teknik pemasaran yang digunakan oleh perusahaan untuk mempromosikan produk secara tidak langsung melalui teknik non tradisional, biasanya melalui kemunculan di film, televisi atau media lain. Bentuk penggunaan pemasaran melalui penempatan produk dapat melalui penggunaan alat-alat elektronik dengan merek tertentu. Teknik ini dimulai pada abad ke-19 sejak Jules Verne mempublikasikan novel petualangan Around the World in Eighty Days. موضعة المنتج، المعروفة أيضًا باسم التسويق المُدمجهي تقنية تسويقية تُدمج فيها الإشارات إلى علامات تجارية أو منتجات محددة في عمل آخر، مثل فيلم أو برنامج تلفزيوني، بقصد الترويج. في حين أن الإشارات إلى العلامات التجارية قد تُدمج طوعًا في الأعمال للحفاظ على الشعور بالواقعية و/أو لتكون موضوعًا للشرح، يكون التسويق المُدمج دمجًا متعمدًا للإشارة إلى علامة تجارية أو منتج مقابل الحصول على تعويض مادي. نما استخدام هذا النوع من التسويق على التلفزيون في القرن الحادي والعشرين، بالأخص لمكافحة الاستخدام الواسع النطاق لمسجلات الفيديو الرقمية التي يمكنها تخطي فترات الاستراحة التجارية التقليدية، وكذلك التعامل مع الفئة السكانية الأصغر سنًا.
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dbr:Rose_Parade
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n66:_Hands_of_Fate
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dbr:Technologies_in_Minority_Report
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dbr:Springhill_mining_disasters
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dbr:Promotional_consideration
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dbr:Audi_RSQ__e-tron__1
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dbr:Embedded_advertising
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dbr:Product_placement
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dbr:Embedded_marketing
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dbr:In_film_branding
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dbr:Product_integration
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dbr:Product_plug
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dbr:Integrated_advertising
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dbr:Brand_placement
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dbr:Product_placement
Subject Item
wikipedia-en:Product_placement
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dbr:Product_placement