Saladino, Mary P.2019-09-252019-09-252009-10-1220081940-1485http://hdl.handle.net/20.500.12424/173705This paper will examine the growth and rebirth of product placement, a technique being practiced in the communication process of marketing. It will examine various models of product placement and present some reasons why it is ethically problematic in regard to protecting the consumer. Keywords: marketing, consumer behavior, advertising, product placementengWith permission of the license/copyright holdercommunication ethicsconsumerismbusiness ethicsEconomic ethicsBusiness ethicsConsumer ethicsArticle