How to mix brand placements in television programmes to maximise effectiveness
Year of publication: |
2016
|
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Authors: | Dens, Nathalie ; Pelsmacker, Patrick de ; Goos, Peter ; Aleksandrovs, Leonids |
Published in: |
International journal of market research : JMRS ; the journal of the Market Research Society. - [London?] : Sage, ISSN 1470-7853, ZDB-ID 2006314-3. - Vol. 58.2016, 5, p. 649-670
|
Subject: | Product Placement | Product placement | Fernsehprogramm | Television programme | Werbewirkung | Advertising effects | Fernsehwerbung | Television advertising | Markenführung | Brand management |
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