The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory, and Brand-Choice Behavior.

Product placements within a movie are often treated as a binary variable: either they are present or absent. However, placements can occur at many different levels ranging from a simple background prop to the product being an instrumental part of the story. The influence of 3 different levels of bra...

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Bibliographic Details

Published in:	Journal of Communication Vol. 57; no. 3; pp. 469 - 490
Main Authors:	Moonhee Yang, Roskos-Ewoldsen, David R.
Format:	Article
Published:	Oxford University Press / USA Sep2007
Subjects:	Product placement in mass media Motion pictures Brand name products Implicit memory Consumer attitudes Explicit memory
Online Access:	View this record in EBSCOhost