search query: @author Russell, C.A. / total: 4
reference: 3 / 4
| Author: | Russell, C.A. Belch, M. |
| Title: | A managerial investigation into the product placement industry |
| Journal: | Journal of Advertising Research
2005 : MAR, VOL. 45:1, p. 73-92 |
| Index terms: | advertising marketing mix North America |
| Freeterms: | product placement |
| Language: | eng |
| Abstract: | This article reports the findings of a managerial investigation on key players in the product placement (hereafter as: p-p.) industry (as: ind-y.), incl. p-p. agents, clients, studios, production companies, and research organizations. In addition, the evolution of the p-p. ind-y. in North America is dealt with, and perspectives on the role and objectives of p-p. in the marketing mix are discussed, In addition, current means of assessing p-p. efforts are examined. The data provide insights on the relationship-driven ind-y. where trust, commitment and power play an important role. |
SCIMA