Product placement as the modern instrument of marketing: law aspects and problems of efficiency

Abstract

The essence of product placement in the context of its evolution, with improvement of methods of bringing information to the consumer in connection with scientific and technological progress, is revealed .Classification features ofproduct placement are systematized and new approaches are proposed. Peculiarities of the use ofproduct placementin modern terms are analyzed as well as its advantages and disadvantages. The influence ofproduct placementon a target audience,based on thethree-dimensionalmodel of itsexistence, andpsychological aspects ofinformation processingand decoding,basedon the theory ofalternative informational channels inimplicit individual’s memory, are estimated. The improving of the existingnationallegislative andregulatory frameworkin the fieldof advertising which is based on thereviewof Europeanlegislation is proposed.