Impact of product placements in films on consumers´ behaviour

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Partner:	buecher.de
Hersteller:	Lap Lambert Academic Publishing (Debatisse, Maëlys)
Stand:	2015-08-04 03:50:33

Produktbeschreibung

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.

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