Product Placement and Integrated Marketing Communications Effects on an Informational TV Program
Abstract
Advertisers are increasing their spending on product placements in TV programs, often with other integrated marketing communications (IMC) elements. This study uses 12 versions of an informational TV program to investigate whether too much product placement in the presence of IMC elements has a negative effect on TV program evaluation. The research reveals that combining placement and IMC presence has interactive, not additive, effects on brand...
Paper Details
Title
Product Placement and Integrated Marketing Communications Effects on an Informational TV Program
Published Date
Nov 9, 2021
Journal
Volume
52
Issue
1
Pages
75 - 93
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