Product placement in the digital world: A conceptual framework

Product placement has received considerable interest given the rise in new communications tools in recent times. This paper makes a primary contribution in that it posits a classificatory structure that incorporates both new and old-style media formats of product placement. An initial operational model is developed that will be tested through further qualitative and quantitative research phases. An experimental design identifying four classifications of media platforms is proposed as a means to address the research questions. This classification aims to highlight the distinctions between different media platforms based on a differing purpose of use and the manner in which consumers engage with each respective media platform. It is believed that by attaining a better understanding of these aspects of consumer behaviour a more thorough analysis of the brand image and meaning transfer process can be tested. Overall, this paper is explicitly presented to seek feedback regarding the classificatory framework developed and the preliminary operational model to be tested.