Synergy or interference : the effect of product placement on commercial break audience decline
David A. Schweidel; Natasha Zhang Foutz; Robin J. Tanner
| Year of publication: |
2014
|
|---|---|
| Authors: | Schweidel, David A. ; Foutz, Natasha Zhang ; Tanner, Robin J. |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 33.2014, 6, p. 763-780
|
| Subject: | product placement | advertising | brand strategy | Product Placement | Product placement | Werbewirkung | Advertising effects | Werbung | Advertising | Markenführung | Brand management | Fernsehwerbung | Television advertising | Marketingmanagement | Marketing management |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010468394