The integration of – the name of a company, – the company or group logo, such as the signet of savings banks or credit unions, – the external company buildings, – the depiction of business processes such as customer operations in the teller hall, at the bank counter – and other identifying features, especially in television programs, films, and increasingly, with regard to the target group of young people and lonely singles, also in computer games and virtual worlds such as Second Life. – In these cases, corresponding scenes are often incorporated into the cinematic sequence of games in such a way that they appear to be necessary for the plot, as it were. It therefore remains hidden from the average viewer that the appearances are paid advertising. – Contrary to widespread opinion, product placement is not banned in Germany and has not yet been reprimanded by the supervisory authorities in the case of financial service providers. Product placement must also be distinguished from surreptitious advertising. Surreptitious advertising is the mention or presentation of the goods of a manufacturer or a supplier of services in media such as newspapers, radio and television, if it is intentionally used by the respective broadcaster, e.g., a radio editorial team, for the purpose of advertising a product or service: broadcasting editorial staff – is intentionally intended for advertising purposes and, which is particularly important to note, – may mislead the general public as to the actual purpose of such mention or representation. Surreptitious advertising is illegal under Section 4, Paragraph 3 UWG. – See cobranding, cross-selling potential, anniversary event, cultural sponsorship, loss leader, surreptitious advertising, sponsorship, advertising restrictions.
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University Professor Dr. Gerhard Merk, Dipl.rer.pol., Dipl.rer.oec.
Professor Dr. Eckehard Krah, Dipl.rer.pol.
E-mail address: info@ekrah.com
https://de.wikipedia.org/wiki/Gerhard_Ernst_Merk
https://www.jung-stilling-gesellschaft.de/merk/
https://www.gerhardmerk.de/