What are the effects of a combination of advertising and brand placement?

Authors
Publication date 2010
Host editors
  • R. Terlutter
  • S. Diehl
  • S. Okazaki
Book title Advances in Advertising Research (Vol. 1)
Book subtitle Cutting Edge International Research
ISBN
  • 9783834921116
ISBN (electronic)
  • 9783834960061
Series European Advertising Academy
Event 8th International conference on research in advertising (ICORIA), Klagenfurt, Austria
Pages (from-to) 363-376
Publisher Wiesbaden: Gabler
Organisations
  • Faculty of Social and Behavioural Sciences (FMG) - Amsterdam School of Communication Research (ASCoR)
Abstract The effectiveness of traditional advertising is increasingly debated (Lemonnier, 2008; Redondo and Holbrook, 2008). Traditional advertising is increasingly avoided (Bronner and Neijens, 2006; Franz, 2000). Therefore, advertisers try to find new ways to reach their target groups.
Document type Conference contribution
Language English
Published at https://doi.org/10.1007/978-3-8349-6006-1_24
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