The Effectiveness of Product Placement: A Field Quasi-experiment

@inproceedings{Choliski2012TheEO,
  title={The Effectiveness of Product Placement: A Field Quasi-experiment},
  author={Artur Choliński},
  year={2012}
}
Using an experimental approach and field settings, the effectiveness of prominent, audio-visual, highly connected to the plot product placement in movies has been examined. An after only with control group design was used. Results show that exposure to prominent, audio-visual, highly connected to the plot product placement causes an increase in brand awareness among film viewers, irrespective of other executional variables of a given placement. However, this particular type of placement does… CONTINUE READING

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