Thomas, Sunil; Kohli, Chiranjeev S. - In: Business Horizons 54 (2011) 1, pp. 41-49
In today's environment of fragmented mass media and popular technologies, such as DVR and TiVo, it is increasingly challenging for marketers to obtain quality face time with audiences. As more customers try to avoid advertisements, there has been growth in brand placement: the practice of...