Product placement redefined

In the past decades, changes in the media landscape have sparked revisions of how consumers use media and interact with brands. Consequently, advertising and marketing communication objectives evolved, and new strategies emerged to adapt to changed environments. It is believed that newer media types such as online virtual worlds, blogs, YouTube and social networking sites have yet to be encapsulated within existing product placement definitional domain. This paper will review and critique posited definitions of product placement with the aim of giving clarity to this domain.