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- Title
El product placement inverso como ejercicio de relaciones públicas: el caso de Rick's Café.
- Authors
Álvarez Rodríguez, Víctor
- Abstract
This article is a theoretical-practical approach to the reverse product placement advertising tool as a developer element of public relations. We have proposed an exploratory-descriptive methodology divided into phases. The first consists of a bibliographic exploration. Next, the case of the Rick's Café restaurant in Casablanca has been taken as a sample. For her study we have interviewed Kathy Kriger, founder of the project. Finally, a qualitative analysis of the case is carried out considering the results of the previous phases. As a result, we obtain an investigation that conceptualizes the application of this tool in the current advertising market attending to all its dimensions.
- Subjects
PRODUCT placement; PUBLIC relations; ADVERTISING; KRIGER, Kathy; COMMUNICATION
- Publication
Zer: Journal of Communication Studies / Revista de Estudios de Comunicacion / Komunikazio Ikasketen Aldizkaria, 2020, Vol 25, Issue 49, p249
- ISSN
1137-1102
- Publication type
Article
- DOI
10.1387/zer.21834