Browsing by Subject "Product placement in mass media"
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(2008-05)This dissertation contributes to the body of literature on consumer behavior and marketing communication by exploring how brand mentions in music influence memory, attitudes, and purchase intentions. Even though the ...
They placed, I saw, I was conquered : evaluating the effects of persuasion knowledge and prominence of brand placement on viewers' attitudes and behavior (2006-12)With the diminishing value of traditional television advertising – due to fragmented television audiences and the development of commercial skipping technologies such as TiVo – advertisers are looking at ways to integrate ...