El product placement inverso como ejercicio de relaciones públicas: el caso de Rick's Café.

This article is a theoretical-practical approach to the reverse product placement advertising tool as a developer element of public relations. We have proposed an exploratory-descriptive methodology divided into phases. The first consists of a bibliographic exploration. Next, the case of the Rick's Café restaurant in Casablanca has been taken as a sample. For her study we have interviewed Kathy Kriger, founder of the project. Finally, a qualitative analysis of the case is carried out considering the results of the previous phases. As a result, we obtain an investigation that conceptualizes the application of this tool in the current advertising market attending to all its dimensions. [ABSTRACT FROM AUTHOR]