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Impact of product placements in films on consumers' behaviour - Debatisse Maëlys

Name: Impact of product placements in films on consumers' behaviour - Debatisse Maëlys
Brand: OmniScriptum GmbH & Co. KG
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While traditional advertising has been compromised and discredited by consumers, product placement is becoming an important tool used by marketers and communicators. The alternative to use such a technique in entertainment media, especially in films, is seducing, even for consumers. This book aimed at investigating on the impact of product placements in films toward consumers' behaviour. It also goes deeper in its ability to create brand awareness, brand recall but also factors which trigger purchase intention. Results of this book have been supported by a primary and secondary research made on French filmgoers.

EAN: 9783659718496

Producent

OmniScriptum GmbH & Co. KG

Kod produktu

009FBS03527KS

Autorzy

Debatisse Maëlys

Rok wydania

2015

Elementy

116

Oprawa

Miekka