How to mix brand placements in television programmes to maximise effectiveness
Nathalie Dens, Patrick De Pelsmacker, Peter Goos, Leonids Aleksandrovs
| Year of publication: |
2016
|
|---|---|
| Authors: | Dens, Nathalie ; Pelsmacker, Patrick de ; Goos, Peter ; Aleksandrovs, Leonids |
| Published in: |
International journal of market research : JMRS ; the journal of the Market Research Society. - London : Sage, ISSN 1470-7853, ZDB-ID 2006314-3. - Vol. 58.2016, 5, p. 649-670
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| Subject: | Product Placement | Product placement | Werbewirkung | Advertising effects | Fernsehprogramm | Television programme | Fernsehwerbung | Television advertising | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/IJMR-2016-022 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011625862