The second life of a product placement in movies: the DVD
Product placement in movies seems to develop at the same pace than media fragmentation expands. Many studies have shown the potential of its impact according to the placement modalities. Rather than focusing on the way the placement is made, this exploratory research offers new insights about the second life of the placement through DVD. A sample of 3,532 DVD French viewers has been used to study the visibility of brand placements, when the film is watched on DVD
Year of publication: |
2007
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Authors: | Bressoud, Etienne ; Lehu, Jean-Marc |
Institutions: | HAL |
Subject: | branded-entertainment | product placement | DVD | movie | spontaneous day after recall |
Saved in:
freely available
Extent: | application/pdf |
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Series: | |
Type of publication: | Book / Working Paper |
Language: | English |
Notes: | View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00305729 Published - Presented, The EMAC 36th Conference, Reykjavik, 22-25 may, 2007, Iceland |
Source: |
Persistent link: https://www.econbiz.de/10008793235