search query: @author Holbrook, M.B. / total: 9
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| Author: | Redondo, I. Holbrook, M.B. |
| Title: | Illustrating a systematic approach to selecting motion pictures for product placements and tie-ins |
| Journal: | International Journal of Advertising
2008 : VOL. 27:5, p. 691-714 |
| Index terms: | Spain consumption film industry advertising promotion |
| Freeterms: | product placement |
| Language: | eng |
| Abstract: | In this study, single-source data on movie attendance and on consumption in Spain permit the examination of a film's suitability for promoting a product by considering the match btw. attending the film and consuming the relevant good or service. It is examined how such suitability is predicted by movie characteristics, i. e. storyline content and country of origin, to the end of identifying what types of film best fit various product categories. |
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