Narrow search
Showing 1 - 10 of 15
Cover Image
Brand placement in scripted and non-scripted Belgian and US programs on Belgian prime time television
Wouters, Marijke; Pelsmacker, Patrick de - In: Journal of marketing communications 17 (2011) 5, pp. 299-318
Persistent link: https://www.econbiz.de/10009423377
Cover Image
Children's responses to traditional versus hybrid advertising : the moderating role of persuasion knowledge
Verhellen, Yann; Oates, Caroline; Pelsmacker, Patrick de; … - In: The changing roles of advertising : [extended versions …, (pp. 379-390). 2013
Persistent link: https://www.econbiz.de/10009773921
Cover Image
Children’s responses to traditional versus hybrid advertising formats : the moderating role of persuasion knowledge
Verhellen, Yann; Oates, Caroline; Pelsmacker, Patrick de; … - In: Journal of consumer policy : consumer issues in law, … 37 (2014) 2, pp. 235-255
Persistent link: https://www.econbiz.de/10010479070
Cover Image
How branded entertainment shapes consumers' brand attitudes : evidence from an advertiser-funded program
Verhellen, Yann; Dens, Nathalie; Pelsmacker, Patrick de - In: Engaging consumers through branded entertainment and …, (pp. 189-201). 2015
Persistent link: https://www.econbiz.de/10011389610
Cover Image
How to mix brand placements in television programmes to maximise effectiveness
Dens, Nathalie; Pelsmacker, Patrick de; Goos, Peter; … - In: International journal of market research : JMRS ; the … 58 (2016) 5, pp. 649-670
Persistent link: https://www.econbiz.de/10011625862
Cover Image
The short- and long-term impact of brand placement in an advertiser-funded TV program on viewers' attitudes toward the sponsor brand and its main competitor
Verhellen, Yann; Eelen, Jiska; Dens, Nathalie; … - In: International journal of advertising : the quarterly … 35 (2016) 6, pp. 932-948
Persistent link: https://www.econbiz.de/10011644535
Cover Image
A longitudinal content analysis of gender portrayal in Belgian television advertising
Verhellen, Yann; Dens, Nathalie; Pelsmacker, Patrick de - In: Journal of marketing communications 22 (2016) 2, pp. 170-188
Persistent link: https://www.econbiz.de/10011561348
Cover Image
Better together? : harnessing the power of brand placement through program sponsorship messages
Dens, Nathalie; Pelsmacker, Patrick de; Verhellen, Yann - In: Journal of business research : JBR 83 (2018), pp. 151-159
Persistent link: https://www.econbiz.de/10011802515
Cover Image
Does the context really matter, and for whom? : explaining the effects of program liking for an advertiser funded program
Verhellen, Yann; Pelsmacker, Patrick de; Dens, Nathalie - In: Advertising in new formats and media : current research …, (pp. 291-306). 2016
Persistent link: https://www.econbiz.de/10011473427
Cover Image
Context effects of TV programme-induced interactivity and telepresence on advertising responses
Cauberghe, Verolien; Geuens, Maggie; Pelsmacker, Patrick de - In: International journal of advertising : the quarterly … 30 (2011) 4, pp. 641-663
Persistent link: https://www.econbiz.de/10009349595