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Relevant bibliographies by topics / MEDIA PLACEMENT

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Journal articles

Academic literature on the topic 'MEDIA PLACEMENT'

Author: Grafiati

Published: 11 September 2023

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Journal articles on the topic "MEDIA PLACEMENT"

1

Van Vaerenbergh, Yves. "Consumer reactions to paid versus unpaid brand name placement in song lyrics." Journal of Product & Brand Management 26, no. 2 (2017): 151–58. http://dx.doi.org/10.1108/jpbm-05-2016-1167.

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Purpose More and more artists mention brand names in their song lyrics; yet, their motivation to do so might differ. While some artists mention brand names out of brand love, other artists mention brand names against financial compensation. As media often discloses such brand name placements, the purpose of this paper is to explore consumer reactions to paid versus unpaid brand name placements in song lyrics. Design/methodology/approach A three-group between-subjects experiment (paid brand name placement, unpaid brand name placement, control group) tests the effects of brand name placement dis

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2

Guennemann, Frank, and Yoon C. Cho. "The Effectiveness Of Product Placement By Media Types: Impact Of Image And Intention To Purchase." Journal of Service Science (JSS) 7, no. 1 (2014): 29–42. http://dx.doi.org/10.19030/jss.v7i1.8911.

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Product placement, as an integrated marketing communication tool, is widely applied to increase attention, interest, and purchasing intention. Product placement is also identified as an integrative conceptual model that captures how such messages generate audience outcomes (Balasubramanian, Karrah, and Patwardhan, 2006). By considering various applications of product placement in the automobile brands, the purpose of this study is to measure awareness, familiarity, image, and purchase intention of brands placed in various media types. In particular, this study measures 1) how brand awareness f

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3

Chang, Susan, Jay Newell, and Charles T. Salmon. "Product placement in entertainment media." International Journal of Advertising 28, no. 5 (2009): 783–806. http://dx.doi.org/10.2501/s0265048709200904.

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Malthouse, Edward C., and Bobby J. Calder. "Media Placement versus Advertising Execution." International Journal of Market Research 52, no. 2 (2010): 217–30. http://dx.doi.org/10.2501/s1470785309201181.

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We make three contributions towards understanding how engagement with the surrounding editorial context affects reactions to ads. First, while previous studies have shown that respondent-level engagement affects ads, we argue that vehicle-level engagement is more relevant to placement decisions, and show that magazine-level engagement affects actions taken from seeing an ad. Second, we compare the relative importance of engagement to the execution factors size, position and colour, and show that engagement is of comparable importance. Third, evaluations are done with more realistic procedures

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Baltezarević, Ivana, and Radoslav Baltezarević. "Product placement in new media." Bastina, no. 48 (2019): 171–79. http://dx.doi.org/10.5937/bastina1948171b.

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Martín García, Alicia. "Product placement as an efficient marketing tool within the media mix." Harvard Deusto Business Research 10, no. 1 (2021): 224–37. http://dx.doi.org/10.48132/hdbr.345.

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Product placement has existed in its most primitive form since the dawn of cinema. Now, due to the saturation of conventional advertising, this technique has reached its zenith, with brands appearing in an environment without competition, as a natural element of the plot. The automotive sector has been present from the beginning and soon understood the expressive possibilities that were offered. General Motors began its journey in the film industry in 1933 following an agreement with Warner. Since then, the General Motors group has had a growing presence in the film industry, which reached its

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7

van der Waldt, De la Rey. "The role of product placement in feature films and broadcast television programme." Communicare: Journal for Communication Studies in Africa 24, no. 2 (2022): 1–16. http://dx.doi.org/10.36615/jcsa.v24i1.1767.

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Emphasis on product placement as a variable in the marketing communication strategyof organisations seems to be a relatively new focus. However, evidence exists that asearly as the 1940s product placement was used in feature films to brand products andservices. The initial use of product placements in feature films received new opportunitiesthrough the introduction of new electronic media, such as video, DVD, mobile messaging,electronic billboards, Internet clips and websites. Product placement is not confined tocinema feature films. New electronic media offer unique opportunities for productp

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Hofman-Kohlmeyer, Magdalena. "IMPACT OF PRODUCT PLACEMENT STRATEGIES ON BRAND RECEPTION – LITERATURE REVIEW." Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie 21, no. 3 (2020): 69–86. http://dx.doi.org/10.5604/01.3001.0014.4509.

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Considering the changes in media consumption, many well-known brands decided to invest in product placement. Companies apply various strategies of placing the brand inside the media programming, not only in movies or television programs but also in social media, computer games and music videos. Present paper is aimed on investigate the influence of chosen product placement strategy on product placement effectiveness and is based on literature review. Research on product placement in movies shows that a mixed type of placement which encompass visual presentations of a branded product, company n

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Marchand, Andre, Thorsten Hennig-Thurau, and Sabine Best. "When James Bond shows off his Omega: does product placement affect its media host?" European Journal of Marketing 49, no. 9/10 (2015): 1666–85. http://dx.doi.org/10.1108/ejm-09-2013-0474.

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Purpose – This paper aims to contribute to the marketing literature and practice by examining the effect of product placements on the host brand. The declining effectiveness of traditional advertising has prompted increasing interest in strategies for placing products in media programming. Most existing research adopt the perspective of the brands embedded in media products, with limited attention to the impact that product placement has on the media product that serves as a host brand for the embedded brands. The authors investigate this effect in the context of motion pictures and develop a

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10

Hishamudin, Farah Farhanah, and Nur Atikah A Rahman. "Gegar Vaganza: Persepsi Pengguna dan Penempatan Produk D’Herbs dalam Rancangan Realiti Televisyen di Malaysia." Jurnal Pengajian Media Malaysia 23, no. 2 (2021): 73–91. http://dx.doi.org/10.22452/jpmm.vol23no2.2.

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This study examines the types of product placements used in the television show Gegar Vaganza, particularly in its 5th season and looks at the consumer perceptions on the product placements used by D’Herbs Holdings Sdn. Bhd. Qualitative content analysis and in-depth interviews were conducted on eight respondents. The saturation of advertisements in the market has prompted marketers to turn to media product placement to deliver messages to the audiences more effectively. This study found that integrated implicit product placement received positive feedback on the process of recalling a brand or

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