The traditional advertising model is not dead, but it is being reinvented in favor of new approaches, including product and brand placement. This communication technique consists in “placing” or “integrating” a product or brand into media content (film, series, music video, etc.) through a formal contractual agreement. Four types of advertising placement can be distinguished.

This video is based on the work of Jean-Marc Lehu and Delphine Le Nozach.