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Product placement within entertainment media has gained increasing attention from both the industry and scholars. This study uses Social Exchange Theory to explore the process through which products and brands become embedded within motion pictures and television. Through in-depth interviews with executives from leading entertainment studios, multinational manufacturers and integrated marketing firms, this research identifies the participants involved in the process, and offers three models of the product placements: serendipitous placements, opportunistic placements and planned placements. The models provide a conceptual and practical framework for navigating the product placement process.
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Chang et al. (2009) studied this question.
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