Synergy or interference: The effect of product placement on commercial break audience decline

Marketing Science

Volumn 33, Issue 6, 2014, Pages 763-780

  Schweidel, David A ^a   Foutz, Natasha Zhang ^b   Tanner, Robin J ^c  

^a EMORY UNIVERSITY   (United States)

^b UNIVERSITY OF VIRGINIA   (United States)

^c UNIVERSITY OF WISCONSIN MADISON   (United States)

Author keywords

Advertising; Brand strategy; Product placement

Indexed keywords

EID: 84922417138     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.2014.0864     Document Type: Article

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