Covert marketing in films and series
Looking at the media, especially television, it is noticeable that marketing and advertising occupy an important segment. Organizations realize the importance of media advertising in order to promote their products and services. And while we are watching a movie or a favorite series, the advertising...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Visoka poslovna škola strukovnih studija Prof. dr Radomir Bojković, Kruševac
2024-01-01
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| Series: | Trendovi u Poslovanju |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/2334-816X/2024/2334-816X2401136D.pdf |
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| _version_ | 1823859939969335296 |
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| author | Dimitrijević Ljiljana Gojković Marija Kolar Janez |
| author_facet | Dimitrijević Ljiljana Gojković Marija Kolar Janez |
| author_sort | Dimitrijević Ljiljana |
| collection | DOAJ |
| description | Looking at the media, especially television, it is noticeable that marketing and advertising occupy an important segment. Organizations realize the importance of media advertising in order to promote their products and services. And while we are watching a movie or a favorite series, the advertising block and commercials do not bother us at all, and we use that time for other things. Although advertising represents an important segment of marketing, here we see its shortcomings. Modern business gives increasing commercial importance to covert marketing in films and series, and it is becoming an influential form of advertising. Practice records a large number of examples of successful applications of covert marketing (product placement). On the other hand, it is noticeable that covert marketing completely holds the attention of viewers or consumers. Its influence is growing, and through advertising through celebrities, who immediately draw attention to a certain brand or service, its attractiveness is growing. The main purpose of covert advertising is for the manufacturer to put their products and services in the real life context. The viewer identifies with the characters from the film or series, whose actions remind them of their life situations or what they aspire to, thus avoiding promotion through classic advertising blocks or space provided for advertisements, and the believability of the message is greatly increased. |
| format | Article |
| id | doaj-art-c87ff4cd320847c5824d8c26b4eb3000 |
| institution | Kabale University |
| issn | 2334-816X 2334-8356 |
| language | English |
| publishDate | 2024-01-01 |
| publisher | Visoka poslovna škola strukovnih studija Prof. dr Radomir Bojković, Kruševac |
| record_format | Article |
| series | Trendovi u Poslovanju |
| spelling | doaj-art-c87ff4cd320847c5824d8c26b4eb30002025-02-10T19:38:24ZengVisoka poslovna škola strukovnih studija Prof. dr Radomir Bojković, KruševacTrendovi u Poslovanju2334-816X2334-83562024-01-0112113614110.5937/trendpos2401147D2334-816X2401136DCovert marketing in films and seriesDimitrijević Ljiljana0https://orcid.org/0000-0003-3105-4039Gojković Marija1Kolar Janez2Visoka škola za poslovnu ekonomiju i preduzetništvo, Beograd, SerbiaVisoka škola za poslovnu ekonomiju i preduzetništvo, Beograd, SerbiaScience and technology Centre Rudolfovo, Novo Mesto, SlovenijaLooking at the media, especially television, it is noticeable that marketing and advertising occupy an important segment. Organizations realize the importance of media advertising in order to promote their products and services. And while we are watching a movie or a favorite series, the advertising block and commercials do not bother us at all, and we use that time for other things. Although advertising represents an important segment of marketing, here we see its shortcomings. Modern business gives increasing commercial importance to covert marketing in films and series, and it is becoming an influential form of advertising. Practice records a large number of examples of successful applications of covert marketing (product placement). On the other hand, it is noticeable that covert marketing completely holds the attention of viewers or consumers. Its influence is growing, and through advertising through celebrities, who immediately draw attention to a certain brand or service, its attractiveness is growing. The main purpose of covert advertising is for the manufacturer to put their products and services in the real life context. The viewer identifies with the characters from the film or series, whose actions remind them of their life situations or what they aspire to, thus avoiding promotion through classic advertising blocks or space provided for advertisements, and the believability of the message is greatly increased.https://scindeks-clanci.ceon.rs/data/pdf/2334-816X/2024/2334-816X2401136D.pdfcovert advertisingproduct placementfocus on the brand |
| spellingShingle | Dimitrijević Ljiljana Gojković Marija Kolar Janez Covert marketing in films and series Trendovi u Poslovanju covert advertising product placement focus on the brand |
| title | Covert marketing in films and series |
| title_full | Covert marketing in films and series |
| title_fullStr | Covert marketing in films and series |
| title_full_unstemmed | Covert marketing in films and series |
| title_short | Covert marketing in films and series |
| title_sort | covert marketing in films and series |
| topic | covert advertising product placement focus on the brand |
| url | https://scindeks-clanci.ceon.rs/data/pdf/2334-816X/2024/2334-816X2401136D.pdf |
| work_keys_str_mv | AT dimitrijevicljiljana covertmarketinginfilmsandseries AT gojkovicmarija covertmarketinginfilmsandseries AT kolarjanez covertmarketinginfilmsandseries |