Embedding brands within media content: The impact of message, media, and consumer characteristics on placement efficacy

The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion

Volumn , Issue , 2003, Pages 99-116

  Bhatnagar, Namita ^a   Aksoy, Lerzan ^b   Malkoc, Selin A ^c  

^a UNIVERSITY OF MANITOBA   (Canada)

^b KOÇ UNIVERSITY   (Turkey)

^c UNIVERSITY OF NORTH CAROLINA   (United States)

Author keywords

[No Author keywords available]

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EID: 84909220939     PISSN: None     EISSN: None     Source Type: Book    
DOI: 10.4324/9781410609366     Document Type: Chapter

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