Mapping between placement strategies and placed product attributes in television programs
Year of publication: |
2020
|
---|---|
Authors: | Chan, Fong Yee |
Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 26.2020, 7, p. 780-798
|
Subject: | content analysis | economics of information | message matching | product attributes | Product placement | Product Placement | Werbewirkung | Advertising effects | Fernsehprogramm | Television programme | Konsumentenverhalten | Consumer behaviour |
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