Narrow search
Showing 1 - 10 of 13
Cover Image
Product placement in movies: questioning the effectiveness according to the spectator's viewing conditions
Bressoud, Etienne; Lehu, Jean-Marc - HAL - 2008
While adding to the academic knowledge about product placement, this exploratory research comforts the advertisers in their communication choice for the technique. It focuses on the efficiency as a result of a relationship between a spectator and a movie (before, during and after viewing the...
Persistent link: https://www.econbiz.de/10008790860
Cover Image
Integrating placement and audience characteristics to assess the recall of product placements in film: findings from a field study
Bressoud, Etienne; Lehu, Jean-Marc; Russell, Cristel Antonia - HAL - 2008
This research incorporates into a single model characteristics of product placements in films and characteristics of the consumers and their viewing environment to assess the memorability of the placements. Eleven movies containing a total of 98 placements of varied characteristics were coded....
Persistent link: https://www.econbiz.de/10008791024
Cover Image
Viewers and brand placement in movies: new insights about viewers contribute to better understand the effectiveness of the technique
Lehu, Jean-Marc; Bressoud, Etienne - HAL - 2007
placement recall, the day after the film has been watched at home. Results contribute to strengthen the professionals' interest …
Persistent link: https://www.econbiz.de/10008792527
Cover Image
The product placement efficiency as a result of a relationship between a spectator and a movie
Bressoud, Etienne; Lehu, Jean-Marc - HAL - 2007
While adding to the academic knowledge about product placement, this exploratory research comforts the advertisers in their communication choice for the technique. It focuses on the efficiency as a result of a relationship between a spectator and a movie (before, during and after viewing the...
Persistent link: https://www.econbiz.de/10008793133
Cover Image
The second life of a product placement in movies: the DVD
Bressoud, Etienne; Lehu, Jean-Marc - HAL - 2007
French viewers has been used to study the visibility of brand placements, when the film is watched on DVD …
Persistent link: https://www.econbiz.de/10008793235
Cover Image
Affreux, sales et méchants ! Une analyse exploratoire de la critique cinématographique du monde des affaires
Debenedetti, Stéphane - HAL - 2009
Quelles représentations les films véhiculent-ils du "monde des affaires" dont ils sont, en tant que produits industriels, eux-mêmes issus ? Quelle est la nature et quels sont les enjeux d'une représentation qui apparaît singulièrement critique ? A travers l'analyse comparative de 43...
Persistent link: https://www.econbiz.de/10009353866
Cover Image
Où placer l'étiquette de marque du film ? Une nouvelle approche à travers le réalisateur.
Pluntz, Camille - HAL - 2012
Cette communication a pour objectif d'établir une nouvelle conceptualisation de l'étiquette de marque du film, à … travers le réalisateur. Nous voyons, dans un premier temps, quelles conceptualisations de l'étiquette de marque du film sont … recherche marketing dans lequel cette nouvelle étiquette de marque du film peut être utilisée. …
Persistent link: https://www.econbiz.de/10010547611
Cover Image
Télévision à la carte, un divorce annoncé
Akrich, Madeleine; Méadel, Cécile - HAL - 2006
Malgré de très nombreux projets et applications, la télévision interactive qui devait reconfigurer le monde industriel … travail de singularisation de ces projets de télévision était handicapé par la faiblesse de l'interactivité et la lourdeur des …
Persistent link: https://www.econbiz.de/10008790725
Cover Image
How Does the Stock Market Respond to Chemical Disasters?
Laguna, Marie-Aude; Capelle-Blancard, Gunther - HAL - 2010
In this paper, we examine the stock market reaction to industrial disasters. We consider an original sample of 64 explosions in chemical plants and refineries worldwide over the period 1990-2005. A quarter of the accidents resulted in a toxic release, and half of them caused at least one death...
Persistent link: https://www.econbiz.de/10010635087
Cover Image
The impact of Sovereign Wealth Fund investments on the performance of listed companies
Dinh, Bao Ngoc - HAL - 2011
In this study, we attempt to shed some light on the effects of SWF investment activities by analyzing the short-term impact of SWF investments on the performance of those companies in which they invest. We collect both direct and indirect data on equity investments for each SWF. The sample...
Persistent link: https://www.econbiz.de/10009399192