Le placement de marques dans les films : apports du cadre théorique de la mémoire implicite et proposition d'une méthodologie

The aim of this communication is to present a theoretical framework, based on the implicit memory theory, to explain the persuasive effects of brand placements. In order to test this framework, an experimental methodoly is then proposed, that allows control of the external factors and offers realism to the spectators.

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Year of publication:	2001
Authors:	Fontaine, Isabelle
Institutions:	Université Paris-Dauphine (Paris IX)
Subject:	Marketing communication \| Implicit Memory \| Product Placement \| Persuasion \| Communication marketing \| Mémoire implicite \| Mémorisation \| Placement de produits

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Extent:	application/pdf
Series:	Economics Papers from University Paris Dauphine.
Type of publication:	Book / Working Paper
Notes:	Published in Cahiers DMSP, 2001
Classification:	L82 - Entertainment; Media (Performing Arts, Visual Arts, Broadcasting, Publishing, etc.) ; M31 - Marketing ; D12 - Consumer Economics: Empirical Analysis
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10010708554