The evolution of product placements in hollywood cinema: Embedding high-involvement “heroic” brand images

Journal of Promotion Management

Volumn 10, Issue 1-2, 2004, Pages 15-36

  Galician, Mary Lou ^a   Bourdeau, Peter G ^a  

^a ARIZONA STATE UNIVERSITY   (United States)

Author keywords

Brand names; Brand placement; Cinema; Hollywood; Marketing; Motion pictures; Movie production; Product placement; Promotion

Indexed keywords

EID: 33749319527     PISSN: 10496491     EISSN: 15407594     Source Type: Journal    
DOI: 10.1300/J057v10n01_03     Document Type: Article

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