SHOW INTEGRATION : Not Just Set Dressing

September 2009

Product placement, or product integration, is a type of advertising where marketers place real-life products throughout all different types of media, such as film, television, video games, and books. Traditionally, product placement occurs with the inclusion of a brand’s logo or appearance of a product in a shot. The most popular products featured are automobiles, electronics and computers, and tobacco products. However, with today’s changing media landscapes and the ability for viewers to watch what they want when they want, new, non-traditional, “non-products” have taken advantage of developing unique ways to reach their targets through product placement.

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