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Impact of product placements in films on consumers’ behaviour

Impact of product placements in films on consumers’ behaviour

Debatisse Maëlys

40,54 €
IVA incluido
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2015
Materia
Ventas y marketing
ISBN:
9783659718496
40,54 €
IVA incluido
Disponible

Selecciona una librería:

  • Librería Samer Atenea
  • Librería Aciertas (Toledo)
  • Kálamo Books
  • Librería Perelló (Valencia)
  • Librería Elías (Asturias)
  • Donde los libros
  • Librería Kolima (Madrid)
  • Librería Proteo (Málaga)
Sobre IBD

While traditional advertising has been compromised and discredited by consumers, product placement is becoming an important tool used by marketers and communicators. The alternative to use such a technique in entertainment media, especially in films, is seducing, even for consumers. This book aimed at investigating on the impact of product placements in films toward consumers’ behaviour. It also goes deeper in its ability to create brand awareness, brand recall but also factors which trigger purchase intention. Results of this book have been supported by a primary and secondary research made on French filmgoers.

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