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Publicist Glossary

Product Placement

The process through which an advertiser integrates a product into selected media for clear visibility. Although the product is visible, it is often not the focus, as it needs to fit almost seamlessly into the context of a scene or story. There are 3 main types of placements: visual, verbal and signage. Visual is recognizing the product and the brand’s logo clearly while it’s onscreen. Verbal is when a character mentions the brand by name or discusses brand marketing points. Signage is when the actual product is not onscreen, but an ad or branded item is clearly visible.