How using versus showing interaction between characters and products boosts product placement effectiveness

Material TypeArticleLanguageEnglish
TitleHow using versus showing interaction between characters and products boosts product placement effectiveness Author(S)Bernadette Kamleitner (Author)
Abstract  Placements in movies increase brand awareness. Whether they are effective beyond memory, (e.g. in terms of brand attitudes) is a contested issue. This paper argues and shows that a specific type of placement, character–product interaction (CPI) ...Paginationp633-654
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
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