Proceedings of the Korean Society for Quality Management Conference (한국품질경영학회:학술대회논문집)

Korean Society for Quality Management (한국품질경영학회)
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A Study of Effects of Product Placement(PPL) on Brand Image

제품배치(PPL)가 브랜드 이미지에 미치는 영향에 관한 연구

  • Lee, Hyun-Mi (Dept. of Industrial Engineering, Kyung Hee University) ;
  • Cho, Jai-Rip (Dept. of Industrial Engineering, Kyung Hee University)
  • Published : 2006.04.08
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Abstract

Brand placement, or product placement(PPL) is one of alternative promotion means of the traditional advertising communication type, and its effectiveness is getting begger because of the increase of movies, video media, and TV networks. The product placement is a new type of advertising communication means that pays the price in the movies definitely. This study is a research on the effect of the product placement on the consumption behavior and brand image.

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