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Technology-Driven Product Placement: Revolutionizing Marketing in the Punjabi Entertainment Service Sector
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Author(s): Ravi Kaushal (Chandigarh University, India), Anil Kalotra (Chandigarh University, India)and Rishi Prakash Shukla (Jaipuria Institute of Management, India)
Copyright: 2025
Pages: 20
Source title:
Transforming the Service Sector With New Technology
Source Author(s)/Editor(s): Varinder Singh Rana (City University, Ajman, UAE), Gaurav Bathla (CT University, India), Ashish Raina (CT University, India)and Divoy Chhabra (CT University, India)
DOI: 10.4018/979-8-3693-7447-4.ch030
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Abstract
The Chapter discusses how technology has affected the Product Placement in Punjabi Cinema & Music Industry in relation to Gen Z and its potential repercussions. The Authors identify the development of the methods of Product Placements, discussing the impact from the Digital Platforms, Social Media and Data in the effective Branding process of the integration solutions. In this context, the features of success in Punjabi Cinema and Music are examined with examples of adopted Promotional Campaigns such as Integral Promotions, Celebrities' Endorsement, and Engagement. These include Mobile Devices, Virtual Reality and Augmented Reality, AI and other technologies which the authors consider as useful to extend the trends mentioned above. Issues of Ethics for Technology enhanced Product Placement along with best practice covenants are also considered. The Chapter is therefore useful for Marketers and other Entertainment Industry Players who wish to enhance their approaches in using technology in delivering effective and appropriate Product Placement Solutions.
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