Practitioners' Evolving Views on Product Placement Effectiveness
|Year of publication:||
|Authors:||KARRH, JAMES A. ; McKEE, KATHY BRITTAIN ; PARDUN, CAROL J.|
Journal of Advertising Research. - Cambridge University Press. - Vol. 43.2003, 02, p. 138-149
Cambridge University Press
|Description of contents:||Abstract|
THE "OTHER ADVERTISING" - Practitioners' Evolving Views on Product Placement Effectiveness - A survey of practitioners involved with product placements in U.S. feature films finds an extensive list of brand and executional factors necessary for success. The results also reveal substantial changes in practitioners' views of placements since the mid 1990s.
Karrh, James A., (2003)
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