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Product Placement in the Pharmaceutical Industry: The Case of Sinemet in ER

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dc.contributor.author Rubia Ortí, José Enrique de la
dc.contributor.author Giner Larza, Eva María
dc.contributor.author Summerfield, Lynn
dc.contributor.author Rubia Ortí, Daniel de la
dc.contributor.other Martí Parreño, José
dc.contributor.other Ruiz Mafé, Carla
dc.contributor.other Scribner, Lisa L.
dc.date.accessioned 2018-10-18T12:16:19Z
dc.date.available 2018-10-18T12:16:19Z
dc.date.issued 2015
dc.identifier.citation Rubia Ortí, J. E., Giner Larza, E. M., Summerfield, L., & Rubia Ortí, D. (2015). Product Placement in the Pharmaceutical Industry: The Case of Sinemet in ER. En J. Martí, C. Ruiz y L. Scribner (Coords.), Engaging Consumers through Branded Entertainment and Convergent Media (p. 127-148). Pennsylvania: IGI Global. http://dx.doi.org/10.4018/978-1-4666-8342-6.ch009 spa
dc.identifier.isbn 9781466683426
dc.identifier.uri http://hdl.handle.net/11268/7471
dc.description.abstract While physician-oriented marketing remains the largest factor in drug advertising and direct-to-consumer advertising has increased its budget during the last few years (IMS Health, 2001), pharmaceutical brands are exploring new ways to target consumers in a softer way. Product placement in entertainment media allows the promotion of brand drugs in a natural and entertaining context. Using a case study methodology, this chapter analyses the use of product placement of a brand drug (Sinemet) in the television series ER (NBC). To do so, first of all product placement definition and main marketing goals are provided. Then the authors address the legal framework of product placement for brand drugs in television series. Using parasocial attachment theory (Russell & Stern, 2006) and meaning transfer theory (McCracken, 1986) the relationship between actors, brand drugs, and spectators is analyzed. The type of placement and expected outcomes of brand drugs product placement are also analyzed. spa
dc.description.sponsorship SIN FINANCIACIÓN spa
dc.language.iso eng spa
dc.publisher IGI Global spa
dc.title Product Placement in the Pharmaceutical Industry: The Case of Sinemet in ER spa
dc.type bookPart spa
dc.description.impact No data (2015) spa
dc.identifier.doi 10.4018/978-1-4666-8342-6.ch009
dc.rights.accessRights closedAccess spa
dc.subject.uem Marketing spa
dc.subject.uem Farmacoeconomía spa
dc.subject.uem Series de televisión spa
dc.subject.unesco Marketing spa
dc.subject.unesco Medicamento spa
dc.subject.unesco Programa de televisión spa
dc.description.filiation UEV spa
dc.peerreviewed No spa


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