近期电影植入式广告的中外研究比较

espite the burgeoning popularity of product placement in movies as a marketing tool, there are many questions regarding whether and how to use it. Through the review on relative researches on product placement recently, concepts and classification to product placement are summarized and commented comprehensively. The contents, conclusions and methods of these researches are analyzed and appraised from various aspects. The deficiencies of domestic researches are discussed so as to show the future research trends and directions.