This study comprehensively reviews the literature on product placements to develop an
integrative conceptual model that captures how such messages generate audience …

Obesity is a major public health concern in the United States. Over the last several decades,
the prevalence of obesity among both adults and children has grown at an alarming rate and …

For undergraduate-level courses in Industrial and Organizational Psychology, Business
Psychology, Personnel Psychology and Applied Psychology. Psychology and Work Today …

We propose and test an integrated process explanation for why narrative ads in general are
more persuasive than non-narrative ads. A study involving a random sample of 25 narrative …

This article develops and tests a conceptual framework for the practice of product placement.
The empirical testing introduces a controlled experimental approach called the theater …

Dieses Buch zeigt die vielfältigen Einsatzmöglichkeiten des Sponsoring als Baustein einer
Integrierten Kommunikation auf. Die Unterschiede zwischen Sponsoring in den Bereichen …

In the last few decades product placement has matured and become more sophisticated.
Branded products are no longer just'placed'; they are woven into entertainment content …

The practice of product (or brand) placement has grown significantly during the past 20
years; marketers now frequently use placements as the basis for multimillion dollar …

Reports the results of an experimental study that examines the impact of different strategies
of product placement on consumer reactions in the context of television sponsorship. Four …

Product placements in entertainment media are increasing, particularly in content targeted to
adolescents. This marketing communication tactic is examined in the context of media …