Virtual Product Placement as a New Approach to Measure Effectiveness of Placements-Reference-Cited by-同舟云学术

Virtual Product Placement as a New Approach to Measure Effectiveness of Placements

Published:2010-03-17 Issue:1-2 Volume:16 Page:25-38
ISSN:1049-6491
Container-title:Journal of Promotion Management
language:en
Short-container-title:Journal of Promotion Management

Author:

McDonnell John,Drennan Judy

Publisher

Informa UK Limited

Subject

Marketing

Link

http://www.tandfonline.com/doi/pdf/10.1080/10496490903571365

Reference59 articles.

1. Verisimilitude or Advertising? Brand Appearances on Prime-Time Television

2. Advertising via the Box Office

3. Viewers' Recognition of Brands Placed Within a Film

4. Baker, M. J. and Crawford, H. A. 1995. “Product placement. (Working Paper Series No. 95/2). Glasgow, Scotland: Department of Marketing, University of Strathclyde”.

5. Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues

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