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Impatto del product placement nei film sul comportamento dei consumatori

Impatto del product placement nei film sul comportamento dei consumatori

Maëlys Debatisse

49,26 €
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786209253997
49,26 €
IVA incluido
Disponible

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Sobre IBD

Mentre la pubblicità tradizionale è stata compromessa e screditata dai consumatori, il product placement sta diventando uno strumento importante utilizzato dai marketer e dai comunicatori. L’alternativa di utilizzare tale tecnica nei media di intrattenimento, in particolare nei film, è seducente, anche per i consumatori. Questo libro ha lo scopo di indagare l’impatto del product placement nei film sul comportamento dei consumatori. Approfondisce inoltre la sua capacità di creare consapevolezza del marchio, ricordo del marchio, ma anche i fattori che determinano l’intenzione di acquisto. I risultati di questo libro sono stati supportati da una ricerca primaria e secondaria condotta su spettatori francesi.

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