Italy has quickly reached the third place in the world market for product placement, after the United States and France, with expenditure of $ 36 million in 2005.
E 'from the 2004 movie product placement (but not the tv) is legal and regulated in Italy, but already in the first film screened in public, 28 December 1895, the Lumiere brothers showed the exit of workers from the workshops of their property.
It seems that product placement was born with cinema. From
further in the book 'Brands in the spotlight. The film product placement in Italy and its managerial ' (Egea editions).
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