Twenty years ago, there were all but a handful of scholarly studies published about the
economics of the motion picture industry. Over the first decade of the new millennium, this …

The eighth edition of The Media Handbook continues to provide a practical introduction to
the media planning and buying processes. Starting with the broader context in which media …

For over four decades, scholars have developed the field of entertainment science,
establishing a thorough understanding of the business behind filmed, recorded, written, and …

Purpose This paper aims to investigate the effects of brand placement repetition in music
videos on consumers' memory, brand attitudes and behavioral intentions, as well as …

Today, the majority of advertisements are digital, and the use of product placement is
becoming an important tool for marketers. The use of this tool in the media, especially in …

Análisis del emplazamiento de producto en tres series originales de Netflix Page 1 1
Comunicación y Sociedad, 2021, e8001, pp. 1-25. Análisis del emplazamiento de producto …

This paper evaluates the short-and long-term value of sales representatives' detailing visits
to different types of physicians. By understanding the dynamic effect of sales calls across …

Pazarlama iletişimi araçlarının artması, tüketicilerin pek çok kanalla etkileşim halinde
olmasını sağlayarak seçenekleri çoğaltmıştır. Bu durum, potansiyel müşterilerle verimli …

This chapter discusses an emerging model with much potential to elucidate the processing
and effects of narrative advertising, namely, the Transportation-Imagery Model (TIM). The …

The paper shows that modern companies actively use digital technologies to advance their
products on the market. In this regard, the use of marketing strategies for product (brand) …