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Even though the beginnings of product placement are dated to the end of the 19th century, this marketing communication tool has been globally known and massively used for only a few years. One reason is that product placement has not been legally regulated in countries for a long period of time, so it is often considered as hidden advertising. Its use brings benefits especially to the sponsor / director of audiovisual artworks, and to the owners of the companies whose product or service is presented. In the US and...