Articles

Toward a framework of product placement: Theoretical propositions

C. A. RUSSELL

Advances in Consumer Research

1998, vol. 25, n°1, pp.357-363

Départements : Marketing


Presents information on a study which examined how product placement works, with reference to the development of a theoretical framework. Details on the amount of money spent annually by consumer marketers in product placements in the movie industry; Benefits of advertising; Effectiveness of a placement


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