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...
| Published in: | Journal of Communication Vol. 57; no. 3; pp. 469 - 490 |
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| Main Authors: | , |
| Format: | Article |
| Published: |
Wiley-Blackwell
September 2007
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| Subjects: | |
| Online Access: | View this record in EBSCOhost |