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Articoli di riviste sul tema "Placement de produit"

Autore: Grafiati

Pubblicato: 5 ottobre 2024

Ultima modifica: 31 luglio 2025

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1

Renault, Sophie. "Animal Crossing et le placement produit." Revue Française de Gestion 48, no. 305 (2022): 11–34. http://dx.doi.org/10.3166/rfg305.11-34.

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Depuis son lancement en 2020, Animal Crossing : New Horizons rencontre un large succès. Conscientes de cet engouement, plusieurs marques de mode proposent aux joueurs de télécharger des vêtements dans le jeu vidéo. Dans une dynamique d’empowerment, la forme de placement produit observée est « agie » et non pas « subie ». Non intrusif, le placement « agi » se caractérise par le fait que le joueur a toute latitude dans l’intégration éventuelle d’éléments représentatifs de l’univers des marques. à l’appui de l’étude de l’opération déployée par la marque Gémo, l’auteure observe les spécificités de

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2

Brée, Joël. "Le placement de produit dans les films : Une communication originale." Décisions Marketing N° 8, no. 2 (1996): 65–74. http://dx.doi.org/10.3917/dm.08.0065.

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Bien que marginale en termes budgétaires, le placement de produit est une forme de communication complémentaire qui séduit de nombreux annonceurs. En effet, pour un risque financier très limité, ils peuvent bénéficier d’une efficacité relative tout à fait intéressante. Le but de ce papier est de présenter cette forme de communication originale mais assez peu connue, de montrer les motivations respectives des parties concernées, et enfin de souligner le rôle d’intermédiaire du placeur de produit

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Brée, Joël. "Le placement de produit dans les films : Une communication originale." Décisions Marketing 8 (May 1, 1996): 65–74. http://dx.doi.org/10.7193/dm.008.65.74.

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Haquet, Christophe. "Les nouvelles règles de la publicité et du placement de produit à la télévision." LEGICOM 45, no. 2 (2010): 131. http://dx.doi.org/10.3917/legi.045.0131.

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Péquignot, Julien. "Du placement de produit à l’artistisation par réaction inverse. Analyse socio-sémiotique du film Logorama." Communiquer. Revue de communication sociale et publique, no. 23 (September 30, 2018): 81–93. http://dx.doi.org/10.4000/communiquer.3233.

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Wiles, Michael A., and Anna Danielova. "The Worth of Product Placement in Successful Films: An Event Study Analysis." Journal of Marketing 73, no. 4 (2009): 44–63. http://dx.doi.org/10.1509/jmkg.73.4.044.

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As a result of the diminishing effectiveness of broadcast advertising, firms are increasingly turning to product placements in films and television to promote their products. A growing stream of product placement research has conducted surveys of consumer and practitioner views on the practice and experiments to gauge product placement's impact on brand awareness, attitudes, and purchase intent. However, there is no evidence of whether firms’ investments in film product placements are worthwhile. The event study of 126 product placements in successful films during 2002 reveals a mean cumulativ

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7

Wierstra, Benjamin, Selena Au, Paul Cantle, and Kenton Rommens. "Arterial Placement of Central Venous Catheters." Canadian Journal of General Internal Medicine 15, no. 3 (2020): 45–48. http://dx.doi.org/10.22374/cjgim.v15i3.398.

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Arterial misplacement of central venous catheters can often be avoided with the use of real-time ultrasound-guided procedural competency. However, misplacement can still occur and is more likely to occur when the internal jugular vein is located directly above the common carotid injury. The resultant injury to the common carotid artery occurs through the posterior wall of the internal jugular vein. Arterial injury may also occur when the subclavian vein is attempted in a non-ultrasound-guided fashion. Optimal management requires a coordinated evaluation of the catheter misplacement by Interven

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8

Bourdieu, Pierre, Salah Bouhedja, Rosine Christin, and Claire Givry. "Un placement de père de famille [La maison individuelle : spécificité du produit et logique du champ de production]." Actes de la recherche en sciences sociales 81, no. 1 (1990): 6–33. http://dx.doi.org/10.3406/arss.1990.2924.

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9

Anggraini, Ine, Jan Jan Eka Sulistiana, and Monique Dzulfairda. "TRENDS OF PLACING PRODUCT ADVERTISEMENTS ON ENTERTAINMENT AND INFORMATION SHOWING ON NATIONAL BROADCASTING TELEVISION." Jurnal Komunikasi dan Bisnis 10, no. 1 (2022): 85–98. http://dx.doi.org/10.46806/jkb.v10i1.823.

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Television is the most effective place in the world of advertising. Many formats or forms are currently developing in television shows, creating a new phenomenon about the number of advertisements that are made by advertisers in informative and entertainment television shows. The purpose of this study was to determine what kind of product advertisement placement advertisers tend to choose on entertainment programs on national broadcast television and what kind of product advertisement placements advertisers tend to choose on informative programs on national broadcast television. The method use

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10

Rössler, Patrick, and Julia Bacher. "Transcultural Effects of Product Placement in Movies." Zeitschrift für Medienpsychologie 14, no. 3 (2002): 98–108. http://dx.doi.org/10.1026//1617-6383.14.3.98.

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Abstract. Product placement represents an alternative strategy of advertisers to overcome restrictions of traditional commercial communication. The paper describes different types of placement and resumes the small body of research in the field, both serving as a starting point for empirical research. As a matter of fact, placements which have become part of top movies will be distributed in cinemas and on screens all over the world. A quasi-experimental study carried out in Germany and the USA was designed in order to detect awareness and attitude effects of the respective placements as well

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Sugara, Restu Pramesti, and Rudy Tobing. "PENGARUH PRODUCT PLACEMENT DALAM DRAKOR LITTLE WOMEN DAN PRODUCT QUALITY TERHADAP PURCHASE INTENTION." Jurnal Riset Rumpun Ilmu Ekonomi 2, no. 2 (2023): 36–48. http://dx.doi.org/10.55606/jurrie.v2i2.1946.

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Product Placement adalah strategi pemasaran yang melibatkan penempatan produk dalam konten media. Ini adalah strategi populer bagi merek untuk menjangkau konsumen dan memengaruhi perilaku pembelian seperti purchase intention. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Product Placement dan Product Quality di Drakor Little Women terhadap Purchase Intention produk Kopiko Coffee Candy Blister Pack. Metode kuantitatif deskriptif digunakan dalam penelitian ini. Analisis regresi berganda digunakan untuk menganalisis data. Sampel terdiri dari 347 responden yang berdomisili di Jakarta

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Bonnot, Christine. "Relation préconstruite et focalisation : pour une analyse unitaire des énoncés à accent non final en russe moderne." Slovo 30, no. 1 (2004): 211–71. https://doi.org/10.3406/slovo.2004.1328.

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Le placement du terme porteur de l’accent de phrase en position non finale (initiale ou médiane) produit des effets de sens extrêmement divers, généralement recouverts du terme vague d’«expressivité». On propose ici de les analyser comme le résultat d’un mécanisme énonciatif unique interférant avec les données variables du contexte et portant sur le statut de l’assertion. L’accent non final soude les constituants de l’énoncé en un bloc insécable où toute pause est impossible. La relation prédicative est ainsi présentée comme déjà constituée avant son actualisation et venant identifier un état

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Moh, Christine J., Shuhui Sophy Cheng, Hsiang-Wai Lai, and Po-Chung Chuang. "Exploring Practitioners’ Views on Product Placement: What can Taiwan Learn from the West." Academic Journal of Interdisciplinary Studies 13, no. 3 (2024): 51. http://dx.doi.org/10.36941/ajis-2024-0064.

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To improve Taiwan’s media production quality, especially in placement marketing practices, this study explores Western practices and regulations to find what Taiwan can learn from the West. The study first gathered, reviewed, and analyzed past placement marketing studies and literature from Europe and the United States, then conducted in-depth interviews with a scholar who reviews placement marketing violation cases for Taiwan’s competent authority (NCC) and American media professionals who had first-hand experience with placement marketing practices. The interviews revealed how Americans had

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14

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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15

K. Balasubramanian, Siva, Hemant Patwardhan, Deepa Pillai, and Kesha K. Coker. "Modeling attitude constructs in movie product placements." Journal of Product & Brand Management 23, no. 7 (2014): 516–31. http://dx.doi.org/10.1108/jpbm-04-2014-0552.

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Purpose – The purpose of this paper is to propose and test a conceptual framework of attitudinal constructs that influence attitude toward the brand in movie product placements. Advertising literature is replete with studies on factors that influence attitude toward the brand (Ab). However, this topic remains under-explored for product placements. Design/methodology/approach – Our framework showcases several theories to relate attitude and fit constructs to attitudes toward the product placement and attitude toward the brand. We use the structural equation model approach to estimate the concep

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Kasza, Irén Éva. "Product Placement – New Age of Hungarian Advertisement." E-conom 3, no. 1 (2014): 79–106. http://dx.doi.org/10.17836/ec.2014.1.079.

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Álvarez Rodríguez, Víctor. "Types of product placement: a theoretical overview." IROCAMM-International Review Of Communication And Marketing Mix 1, no. 3 (2020): 7–22. http://dx.doi.org/10.12795/irocamm.2020.v01.i03.01.

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Mahendra Prajapati. "The Impact of Celebrity Endorsement, Prominence, and Product Familiarity on Purchase Intention: Moderating Role of Platform." Journal of Information Systems Engineering and Management 10, no. 54s (2025): 559–67. https://doi.org/10.52783/jisem.v10i54s.11142.

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In both offline and online forms of entertainment, product placement has proven to be one of the greatest marketing strategies. This research will assess the effect of product placements within movies, as well as on Over-the-Top (OTT) applications, on customer purchasing intention. While viewers watch videos on different platforms, they will be studied in light of their brand attitude in response to media interactions involving character actions, brand mentions, and the incorporation of audio-visual material into the story. This research will aim to bridge the gap between passive brand exposur

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19

Dens, Nathalie, Patrick De Pelsmacker, Peter Goos, and Leonids Aleksandrovs. "How to Mix Brand Placements in Television Programmes to Maximise Effectiveness." International Journal of Market Research 58, no. 5 (2016): 649–70. http://dx.doi.org/10.2501/ijmr-2016-022.

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This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme. It determines the ideal proportions of prop placements (branded products that are put on display during the programme, without active interaction between the product and a person), interactive placements (placements that entail interaction between a branded product and a person), and look-and-feel placements (branding elements that are visually incorporated in the scenery of the programme)

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Begy, Genevieve, and Vishal Talwar. "The Economic Worth of Product Placement in Prime-time Television Shows." International Journal of Market Research 58, no. 2 (2016): 253–75. http://dx.doi.org/10.2501/ijmr-2015-026.

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Product placement is fiercely being courted by firms as a consequence of the declining credibility of traditional broadcast advertising and the ‘30-second spot’. Very little research analysing its economic worth exists outside of the realm of film, however. This paper responds by applying a consistent measure of placement effectiveness to television through use of event analyses. It finds a mean cumulative abnormal return of 0. 79% in a sample of 264 placements from the 2011-12 prime-time season, confirming that product placement in television is positively and significantly associated with mo

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Chan, Fanny Fong Yee, Dan Petrovici, and Ben Lowe. "Antecedents of product placement effectiveness across cultures." International Marketing Review 33, no. 1 (2016): 5–24. http://dx.doi.org/10.1108/imr-07-2014-0249.

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Purpose – The purpose of this paper is to contribute to the marketing literature by developing and testing a conceptual model to examine the effects of product placement across a country low in assertiveness and performance orientation (the UK) and a country high in assertiveness and performance orientation (Hong Kong (HK)). Design/methodology/approach – A content analysis of brand appearances in high grossing films within the UK and HK was conducted followed by a 2×2 between-subjects experiment (n=572). Findings – The results indicate participants exposed to prominent placements have a less p

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Vashist, Devika. "Effect of product involvement and brand prominence on advergamers’ brand recall and brand attitude in an emerging market context." Asia Pacific Journal of Marketing and Logistics 30, no. 1 (2018): 43–61. http://dx.doi.org/10.1108/apjml-01-2016-0014.

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Purpose The purpose of this paper is to investigate the impact of product involvement and brand prominence on advergamers’ brand recall and brand attitude in an emerging market context. Specifically, this research illustrates the conditions under which brand placements in online games create attention, elaboration and subsequent brand recall and brand attitude by drawing the insights from the limited capacity model of attention and the elaboration likelihood model. Design/methodology/approach A 2 (product involvement: low or high) × 2 (brand prominence: prominent or subtle) between-subject mea

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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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Natharius, David, and Mary-Lou Galician. "When Product Placement Is NOT Product Placement." Journal of Promotion Management 10, no. 1-2 (2004): 213–18. http://dx.doi.org/10.1300/j057v10n01_15.

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Abu Seman, Rabiah Adawiah, Yee Shan Lew, and Jing Ni Tee. "Correlation Between Product Placement in Film, Purchase Intention And Brand Attitude." Jurnal Pengajian Media Malaysia 21, no. 1 (2019): 61–74. http://dx.doi.org/10.22452/jpmm.vol21no1.5.

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Product placement has been widely used in international film industry because of its efficiency. During the past 20 years, the practice of product placement has grown appreciably which lead to most of the marketers nowadays use placements as their marketing strategy. Therefore, this research aim to analyse the effectiveness of product placement in film. Experimental design was employed by 40 respondents in UCSI University for this study which was supported by the theories of the Hidden Message and the Character-Product Interaction (CPI). Correlation between product placement in film, purchase

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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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Chavadi, Chandan A., Sindhu R. Menon, and Monika Sirothiya. "Modelling the Effects of Brand Placements in Movies: An Investigative Study of Event Type and Placement Type." Vision: The Journal of Business Perspective 23, no. 1 (2019): 31–43. http://dx.doi.org/10.1177/0972262918821227.

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Movies are getting extremely costly and product placement has become inevitable to accommodate brands to support their budgets. Moreover, brands are demanding return on investment for their placements. This article makes an attempt to evaluate the outcome of brand placements in movies. As Indian audiences are exposed to both Hollywood and Bollywood movies, product placement is rapidly turning into a colossal path for brands to achieve their objectives by placing the brand in a subtle or blatant way. It is reasonable to count on that consumer contrast of brands will genuinely get influenced bas

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MALHAIRE, Loïc, Lucio CASTRACANI, and Jill HANLEY. "La défense des droits des travailleuses et travailleurs1. Enjeux et défis d’une mobilisation collective à Montréal." Revue multidisciplinaire sur l'emploi, le syndicalisme et le travail 11, no. 1 (2018): 32–59. http://dx.doi.org/10.7202/1043837ar.

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L’article explore les enjeux de deux campagnes de mobilisation réalisées au Centre des travailleuses et travailleurs immigrants (CTI), auprès de personnes (1) immigrantes permanentes insérées en agence de placement et (2) migrantes temporaires. À partir de données collectées par participation observante et complétées par des entretiens semi-directifs, nous restituons une chronologie des deux actions collectives dont nous analysons les défis et les stratégies. Les résultats montrent que ces deux mobilisations constituent des réponses alternatives et complémentaires à des syndicats inopérants po

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Ong, Camile Candi, Chris Joselle Santiago, and Coleen Kirk Verdejo. "Product Placement in Filipino Films: An approach to Consumer Purchasing Intention." Journal of Business and Management Studies 4, no. 1 (2022): 179–88. http://dx.doi.org/10.32996/jbms.2022.4.1.21.

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Today, the majority of advertisements are digital, and the use of product placement is becoming an important tool for marketers. The use of this tool in the media, especially in films, is attractive to consumers and businesses. The consumer’s behavior towards product placement in films is evident in most countries; however, studies on local films such as in the Philippines are still limited in the literature. Drawing from the cognitive capacity theory, this study aims to examine the effect of Product Placements in Filipino films on the consumer's purchasing intention. From the online survey of

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Truong, Phi Hung, Anh Dao Kim, Duc Sinh Hoang, and Dieu Hue Nguyen. "A Comprehensive Bibliometric Study of Product Placement with an Ethical Emphasis." European Conference on Social Media 11, no. 1 (2024): 305–15. http://dx.doi.org/10.34190/ecsm.11.1.2049.

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Product placement, also known as brand placement, has become a practice, in forms of media such as movies, music, games, cartoons and even social media. By increasing brand visibility and creating a sense of credibility for consumers it offers an avenue for advertising that doesn't feel like marketing. In this research study we have utilized methodologies to analyze the framework of the research field and the specific issue at hand by employing VoSViewer software. Our analysis focuses on a sample of 409 documents published between 1995 and 2023. The objective is to provide indicators including

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Buckser, Andrew and Susan. "Product Placement." Anthropology News 46, no. 4 (2005): 60. http://dx.doi.org/10.1525/an.2005.46.4.60.

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Yeston, J. "Product Placement." Science 334, no. 6056 (2011): 571. http://dx.doi.org/10.1126/science.334.6056.571-c.

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Alexander, Christian. "Alexandra Puff: Product Placement Stephan Leitgeb: Product-Placement." Zeitschrift für geistiges Eigentum 2, no. 4 (2010): 492. http://dx.doi.org/10.1628/186723710794481345.

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McDonnell, John, and Judy Drennan. "Virtual Product Placement as a New Approach to Measure Effectiveness of Placements." Journal of Promotion Management 16, no. 1-2 (2010): 25–38. http://dx.doi.org/10.1080/10496490903571365.

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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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Meyer, Jeffrey, Reo Song, and Kyoungnam Ha. "The effect of product placements on the evaluation of movies." European Journal of Marketing 50, no. 3/4 (2016): 530–49. http://dx.doi.org/10.1108/ejm-12-2014-0758.

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Purpose When advertising is provided in the form of product placements – the inclusion of branded products within media programming – it can increase or decrease the consumer’s utility. This paper aims to investigate the relationship between product placements and the evaluation of media programming by consumers. The authors hypothesize that consumers do not necessarily consider them as traditional advertising because placements of real brands can enhance realism even if placements sometimes interrupt consumption experience. Thus, the authors believe the relationship between product placements

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Qu, Zihan, Ningxin Yang, and Jiaqi Zhang. "A Compendium of Research on the Impact of Product Placement on Consumer Buying Behaviour." Highlights in Business, Economics and Management 27 (March 21, 2024): 226–32. http://dx.doi.org/10.54097/mvzmfy31.

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Product placement has grown in popularity as an alternative to television advertising. Product placements are becoming more common, and their forms are so diverse that they can be seen in a wide range of contexts, including film and television dramas, variety shows, and even games. In recent years, TV dramas have become immensely popular among audiences as a type of endless drama. Some of the most popular TV shows in recent years have also inspired advertisers to consider web series as a promotional channel: web series product placements are cheap cost and high yield. Researchers have found th

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Sri Lydianingsih Galingging and Ahmad Budiman. "STRATEGI DAN DIMENSI PRODUCT PLACEMENT PERMEN KOPIKO PADA DRAMA KOREA (STUDY PADA SERIAL DRAMA TELEVISI KOREA VINCENZO)." Jurnal Cakrawala Ilmiah 1, no. 11 (2022): 2851–64. http://dx.doi.org/10.53625/jcijurnalcakrawalailmiah.v1i11.2870.

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Dimasa sekarang ini siapa yang tidak tahu tentang adannya korean Wave atau Hallyu, ini merupakan fenomena yang sedang melanda di berbagai negara salah satunya indonesia. Salah satu produk kebudayaan hallyu yang paling banyak digemari yaitu drama. Pada masa sekarang ini drama Korea tidak lagi hanya sebagai hiburan semata namun juga dapat digunakan sebagai media sarana iklan/promosi, dengan melakukan produk placement (sisipan produk) pada tayangan drama Korea. Salah satu drama yang memiliki rating tinggi dan banyak digemari yaitu drama Korea Vincenzo. Pada drama ini terdapat product placement pe

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Shin, Su-Yun, and Jung-Min Hong. "The Effect of Buying Experiences of the Fashion Brands on the PPL(Product Placement) Communication Effect." Journal of the Korean Society of Clothing and Textiles 31, no. 8 (2007): 1222–30. http://dx.doi.org/10.5850/jksct.2007.31.8.1222.

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Zemko, Maria. "Product Placement: Enclosing of Culture and Commerce in Modern Russian Cinema." Journal of Economic Sociology 11, no. 1 (2010): 84–110. http://dx.doi.org/10.17323/1726-3247-2010-1-84-110.

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Кривцова, Евгения, Екатерина Маженина, and Анастасия Бездомникова. "Product placement on regional television as a tool to promote local brands." Маркетинг и маркетинговые исследования 4 (2022): 330–42. http://dx.doi.org/10.36627/2074-5095-2022-4-4-330-342.

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Vashisht, Devika, and Sreejesh S. Pillai. "Are they really persuaded with the brand embedded in the game?" Journal of Research in Interactive Marketing 10, no. 3 (2016): 249–64. http://dx.doi.org/10.1108/jrim-04-2015-0026.

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Abstract (sommario):

Purpose The purpose of the paper is to examine whether there is any difference in persuasion of brands embedded in the advergame because of the differences in nature of the game (speed), and are there any differences in persuasion in the same context if the brand is prominently placed versus subtly placed and congruent versus incongruent with the game context. Design/methodology/approach A 2 (nature of advergame: fast or slow) × 2 (brand prominence: prominent or subtle) × 2 (game-product congruence: high or low) between-subject measures design is used; 280 graduate students participated in the

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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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Wright, Bianca. "Beyond product placement." Communicare: Journal for Communication Studies in Africa 30, no. 1 (2022): 47–65. http://dx.doi.org/10.36615/jcsa.v30i1.1665.

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Abstract (sommario):

In South Africa, advergaming currently does not reach a mass audience because of the lownumber of Internet users and the high cost of Internet access. However, as a brand communicationtool, advergaming has the potential to be used as a viral marketing tactic. The article analysesthe potential of the mobile environment as a catalyst for enabling the use of advergaming as aviral marketing tool in South Africa and proposes a theoretical model derived from an analysis ofexisting literature and observation, for operationalising mobile advergaming.

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Kanitz, Christopher, Laurent Muzellec, Michael Schade, and Christoph Burmann. "Reverse Product Placement." Marketing ZFP 35, no. 3 (2013): 233–50. http://dx.doi.org/10.15358/0344-1369_2013_3_233.

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Redondo, Ignacio. "Product-Placement Planning." Journal of International Consumer Marketing 18, no. 4 (2006): 33–60. http://dx.doi.org/10.1300/j046v18n04_03.

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Hsu, Chia-Ling, Rafael Matta, Sergey V. Popov, and Takeharu Sogo. "Optimal Product Placement." Review of Industrial Organization 51, no. 1 (2017): 127–45. http://dx.doi.org/10.1007/s11151-017-9575-y.

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Ifada, Shafa Radisya Aulia, and Teguh Widodo. "The Influence Of Level Of Disclosure On Brand Evaluation And Brand Recall With Psychological Trait Reactance And Program Involvement As Moderator Variables And Program Liking As Intervening Variables (Study On Subway Placement Products In The Korea Drama." JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) 8, no. 1 (2024): 292–97. http://dx.doi.org/10.33751/jhss.v8i1.8757.

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Abstract (sommario):

This research is motivated by product placement, which serves as an alternative to traditional advertising usually broadcasted on mass media and frequently used in Korean dramas. Given the popularity of Korean dramas among international audiences, global brands have sought to participate in such product placement activities. However, there are instances where viewers complain about excessive and unreasonable product placements that disrupt their engagement due to their frequent appearances. The purpose of this study is to examine the impact of level of disclosure (LoD) on brand recall (BR) and

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Naderer, Brigitte, Jörg Matthes, Franziska Marquart, and Mira Mayrhofer. "Children's attitudinal and behavioral reactions to product placements: investigating the role of placement frequency, placement integration, and parental mediation." International Journal of Advertising 37, no. 2 (2016): 236–55. http://dx.doi.org/10.1080/02650487.2016.1218672.

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Homer, Pamela Miles. "Product Placements." Journal of Advertising 38, no. 3 (2009): 21–32. http://dx.doi.org/10.2753/joa0091-3367380302.

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