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2012 | OriginalPaper | Buchkapitel

Brand Placement in Television Shows: Exploring the Role of Program-Induced Moods

verfasst von : Peggy Rathmann, Alexander Leischnig, Margit Enke

Erschienen in: Advances in Advertising Research (Vol. III)

Verlag: Gabler Verlag

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Abstract

In order to thrill saturated and fragmented advertising markets, firms are increasingly challenged to create innovative advertising strategies and campaigns that allow them to meaningfully connect with their target audiences (Gupta and Lord, 1998). One recent trend in advertising indicates firms’ efforts in tackling this problem. Firms to an increasing degree focus on brand placement to reach target customers.

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Vorheriges Kapitel The Effect of Flow on Implicit Memory of In-Game Brand Placements

Nächstes Kapitel Masculinity Representations in Men’s Lifestyle Magazine Ads: A Cross-Ccultural and Cross-Racial Comparison

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Titel: Brand Placement in Television Shows: Exploring the Role of Program-Induced Moods
verfasst von: Peggy Rathmann
Alexander Leischnig
Margit Enke
Verlag: Gabler Verlag
Buch: Advances in Advertising Research (Vol. III)
Print ISBN: 978-3-8349-4290-6

Electronic ISBN: 978-3-8349-4291-3

Copyright-Jahr: 2012
DOI: https://doi.org/10.1007/978-3-8349-4291-3_20