Much of the academic literature suggests that 25%–30% of all advertising in western
countries uses celebrities. The celebrity endorser is considered a famous personality who is …

A product placement can be characterized by its prominence and its plot connection. This
research scrutinizes the interaction between these two elements in the context of the …

This paper focuses the research on the Influence of Sponsor-Event Congruence toward
Brand Image, Attitudes toward the Brand and Purchase Intention. Having reviewed the …

In today's highly competitive, dynamic and technology driven business circumstances,
marketers are under steady pressure to deliver the best. Organizations are continuously …

Considering the large number of adverts inundating the average consumer every day, the
marketing industry is seeking methods to reach clients in a more subtle manner than …

Esistono due scuole di pensiero sulla pubblicità, in netto contrasto tra loro. La prima
sostiene che sia una scienza, l'altra che sia un'arte. La posizione di questo libro è che la …

This study contributes to the effectiveness of product placement as a marketing
communications strategy responsible for consumer involvement with the product. In today's …

This scientific work studies brand placement in the press conferences of soccer coaches and
evaluates their communicative effectiveness through the measurement of their cognitive and …

A l'heure où le placement de produits fait la part belle aux marques, le placement de l'alcool
dans des films suscite une controverse, les acteurs de la santé publique s' interrogeant sur …

Este trabalho realiza um estudo de caso da trilogia De Volta Para o Futuro, com o objetivo
de analisar como ocorrem as inserções publicitárias nas produções de entretenimento no …