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Product placement
The current study documents the prevalence of product placement in prime-time television, while also providing crucial criteria to consider in tackling the measurement issue of this emerging industry. Content analysis was used to capture placement techniques in various types of programming, including storied programming (e.g., dramas and situation comedies) and nonstoried programming (e.g., news programs, game shows, and sporting events), as well as to examine differences between plugs and placements. Consumer product placements were differentiated from other types of brand placements, such as services, sports, and entertainment. Finally, the growth of placements was contrasted with data from five years earlier. The findings reveal many similarities with earlier research, but also suggest that much work is still needed to maximize the effectiveness of product placements among marketers. Implications for consumer researchers and industry professionals are provided.Termasuk softcopy
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| IM1610705B | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Academy of Advertising 2007 |
|---|---|
| Edisi | - |
| Subjek | Brand equity Product placement Effectiveness Content analysis studies Prime time |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | Hardcopy |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |