In fall 2002,a new Broadway production of Puccini's La Boheme was set in Paris circa 1957.The stage set included billboards for luxury pen maker Montblanc and Piper-Heidsieck champagne.This is an example of:

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Product placement is a marketing strategy where a brand's product is placed in a context outside of traditional advertisements, such as movies, TV shows, or theater productions, to gain visibility or association with the content. In this case, the inclusion of Montblanc and Piper-Heidsieck billboards in the Broadway production of La Boheme is an example of product placement, as these brands are integrated into the stage set to promote their products to the audience.

In Fall 2002,a New Broadway Production of Puccini's La Boheme