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1. 1. Product placement in Hollywood blockbusters: brand recognition and attitude towards the practice : A case study on product placement attitudes among international students

   Kandidat-uppsats, Högskolan i Jönköping/IHH, Företagsekonomi

   Författare :Kiril Tiavin; Frederic Köllisch; Vili Nurminen; [2015]
   Nyckelord :product placement; marketing; brand recognition; attitude; movie;

   Sammanfattning : Background: Advertising channels in today's marketplace are becoming more limited with the development of ad-free sources of entertainment. The phenomenon of product placements is therefore becoming one of the most important sources for advertising in media. LÄS MER