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Showing 1 to 1 of 1 for “"Attitude toward negative placements"”.
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THREE ESSAYS ON MEASURING PRODUCT PLACEMENT EFFECTIVENESS IN MOVIES: ECONOMIC WORTH, FORGETTING AND ATTITUDE TOWARD NEGATIVE PLACEMENTS
Product placements are gaining more importance in corporate marketing communication budgets and marketers need to understand the effectiveness of these placements to justify investments into them. Three studies were conducted to study the effectiveness of product placements in movies. Essay one …