This study comprehensively reviews the literature on product placements to develop an
integrative conceptual model that captures how such messages generate audience …

Now in its second edition, Advertising and Societies: Global Issues provides an international
perspective on the practice of advertising while examining some of the ethical and social …

Product placements have become popular across media, including computer and video
games, as a way to increase brand awareness. This paper explores effectiveness of placing …

An important issue for a firm wishing to invest in a product placement is deciding how its
product or brand is going to be presented within the movie. Accordingly, the objective of this …

The practice of product (or brand) placement has grown significantly during the past 20
years; marketers now frequently use placements as the basis for multimillion dollar …

Das Lebenszyklusmodell beruht auf der generellen Hypothese, dass jedes Produkt am
Markt bestimmte Lebenszyklusphasen durchläuft, die unterschiedliche Absatz-und …

In-game advertising has become a major advertising outlet. The current study examined the
effect of brand names placed in video games on college students' memory. Both implicit and …

Product placements within a movie are often treated as a binary variable: either they are
present or absent. However, placements can occur at many different levels ranging from a …

Product placement in video games is gaining momentum as a means to target audiences in
an indirect and engaging way. This study uses a 2 (high repetition vs low repetition)× 2 (high …

A growing research literature suggests that visual brand placements need not be recalled in
order to have an impact on brand attitudes. In an experimental study working with an …