Emergence of brand placement in different media vehicles: A review

The brand placement usage is increasing across different media vehicles, making it vital for us to understand its consequence on the viewers. This literature review presents a quantitative synthesis of recent studies on brand placement and shows presence and growth of brand placement in different media vehicles. Brand placement has become more and more sophisticated and engaged more and more media vehicles-movies, television, reality TV shows, video games, novels, books, social media. Brand marketers are constantly exploring new ways to communicate their brands to the audience. The objective of this current study is to analyze the relevant bodies of work in order to grasp an understanding of the concept and emergence of brand placement from an academic point of view in different media vehicles and how brands are placed in different media vehicles.