The product placement efficiency as a result of a relationship between a spectator and a movie
Résumé
While adding to the academic knowledge about product placement, this exploratory research comforts the advertisers in their communication choice for the technique. It focuses on the efficiency as a result of a relationship between a spectator and a movie (before, during and after viewing the movie). Choosing a DVD movie because of the movie director improves the number of brand placement recalled as well as liking the kind of the movie. Such an improvement also occurs when the viewer appreciates the movie. Unfortunately, speaking with someone else while watching the movie does not decrease the number of brand placement recalled
Domaines
Gestion et management
Fichier principal
Bressoud_Lehu_2007b_Product_Placement_viewers_Icoria.pdf (90.79 Ko)
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