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Impacto da colocação de produtos em filmes no comportamento dos consumidores

Impacto da colocação de produtos em filmes no comportamento dos consumidores

Maëlys Debatisse

49,20 €
IVA incluido
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786209259111
49,20 €
IVA incluido
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Sobre IBD

Enquanto a publicidade tradicional tem sido comprometida e desacreditada pelos consumidores, a colocação de produtos está a tornar-se uma ferramenta importante utilizada por profissionais de marketing e comunicadores. A alternativa de usar essa técnica nos meios de entretenimento, especialmente nos filmes, é sedutora, mesmo para os consumidores. Este livro teve como objetivo investigar o impacto da colocação de produtos em filmes no comportamento dos consumidores. Ele também aprofunda a sua capacidade de criar consciência e lembrança da marca, mas também fatores que desencadeiam a intenção de compra. Os resultados deste livro foram apoiados por uma pesquisa primária e secundária feita com cinéfilos franceses.

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