Artículos de revistas: "Placement de produit"

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Renault, Sophie. "Animal Crossing et le placement produit". Revue Française de Gestion 48, n.º 305 (julio de 2022): 11–34. http://dx.doi.org/10.3166/rfg305.11-34.

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Depuis son lancement en 2020, Animal Crossing : New Horizons rencontre un large succès. Conscientes de cet engouement, plusieurs marques de mode proposent aux joueurs de télécharger des vêtements dans le jeu vidéo. Dans une dynamique d’empowerment, la forme de placement produit observée est « agie » et non pas « subie ». Non intrusif, le placement « agi » se caractérise par le fait que le joueur a toute latitude dans l’intégration éventuelle d’éléments représentatifs de l’univers des marques. à l’appui de l’étude de l’opération déployée par la marque Gémo, l’auteure observe les spécificités de cette forme de placement et analyse l’attitude des joueurs à son égard.

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Brée, Joël. "Le placement de produit dans les films : Une communication originale". Décisions Marketing N° 8, n.º 2 (1 de junio de 1996): 65–74. http://dx.doi.org/10.3917/dm.08.0065.

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Bien que marginale en termes budgétaires, le placement de produit est une forme de communication complémentaire qui séduit de nombreux annonceurs. En effet, pour un risque financier très limité, ils peuvent bénéficier d’une efficacité relative tout à fait intéressante. Le but de ce papier est de présenter cette forme de communication originale mais assez peu connue, de montrer les motivations respectives des parties concernées, et enfin de souligner le rôle d’intermédiaire du placeur de produit

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Brée, Joël. "Le placement de produit dans les films : Une communication originale". Décisions Marketing 8 (1 de mayo de 1996): 65–74. http://dx.doi.org/10.7193/dm.008.65.74.

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Haquet, Christophe. "Les nouvelles règles de la publicité et du placement de produit à la télévision". LEGICOM 45, n.º 2 (2010): 131. http://dx.doi.org/10.3917/legi.045.0131.

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Péquignot, Julien. "Du placement de produit à l’artistisation par réaction inverse. Analyse socio-sémiotique du film Logorama". Communiquer. Revue de communication sociale et publique, n.º 23 (30 de septiembre de 2018): 81–93. http://dx.doi.org/10.4000/communiquer.3233.

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Wierstra, Benjamin, Selena Au, Paul Cantle y Kenton Rommens. "Arterial Placement of Central Venous Catheters". Canadian Journal of General Internal Medicine 15, n.º 3 (27 de agosto de 2020): 45–48. http://dx.doi.org/10.22374/cjgim.v15i3.398.

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Arterial misplacement of central venous catheters can often be avoided with the use of real-time ultrasound-guided procedural competency. However, misplacement can still occur and is more likely to occur when the internal jugular vein is located directly above the common carotid injury. The resultant injury to the common carotid artery occurs through the posterior wall of the internal jugular vein. Arterial injury may also occur when the subclavian vein is attempted in a non-ultrasound-guided fashion. Optimal management requires a coordinated evaluation of the catheter misplacement by Interventional Radiology and Vascular Surgery to ensure maximum patient safety during catheter removal. This article reviews the literature around this topic and provides a summary of the best approach to safely remove the misplaced catheter. Resume Le mauvais positionnement artériel des cathéters veineux centraux peut souvent être évité grâce à l'utilisation de compétences procédurales guidées par ultrasons en temps réel. Cependant, un mauvais positionnement peut toujours se produire et est plus susceptible de se produire lorsque la veine jugulaire interne est située directement au-dessus de la lésion carotidienne commune. La lésion de l'artère carotide commune qui en résulte se produit à travers la paroi postérieure de la veine jugulaire interne. Une lésion artérielle peut également se produire lorsque la veine sous-clavière n'est pas guidée par un ultrason. Une gestion optimale nécessite une évaluation coordonnée du mauvais positionnement du cathéter par la radiologie interventionnelle et la chirurgie vasculaire afin de garantir une sécurité maximale au patient lors du retrait du cathéter. Cet article passe en revue la littérature sur ce sujet et fournit un résumé de la meilleure approche pour retirer en toute sécurité le cathéter mal placé.

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Wiles, Michael A. y Anna Danielova. "The Worth of Product Placement in Successful Films: An Event Study Analysis". Journal of Marketing 73, n.º 4 (julio de 2009): 44–63. http://dx.doi.org/10.1509/jmkg.73.4.044.

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As a result of the diminishing effectiveness of broadcast advertising, firms are increasingly turning to product placements in films and television to promote their products. A growing stream of product placement research has conducted surveys of consumer and practitioner views on the practice and experiments to gauge product placement's impact on brand awareness, attitudes, and purchase intent. However, there is no evidence of whether firms’ investments in film product placements are worthwhile. The event study of 126 product placements in successful films during 2002 reveals a mean cumulative abnormal return of .89% during the film's opening, indicating that product placement in a successful film is associated with positive movements in firm stock prices. Cross-sectional analysis of the returns offers new insight into how product, film, and execution factors influence the placement's worth. The authors find that placement abnormal returns are enhanced by tie-in advertising and brand equity but are inhibited by audience absorption, critical acclaim, and violent film content. Placement modality, character associations, and blatancy also significantly affect the placement's value.

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Bourdieu, Pierre, Salah Bouhedja, Rosine Christin y Claire Givry. "Un placement de père de famille [La maison individuelle : spécificité du produit et logique du champ de production]". Actes de la recherche en sciences sociales 81, n.º 1 (1990): 6–33. http://dx.doi.org/10.3406/arss.1990.2924.

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Anggraini, Ine, Jan Jan Eka Sulistiana y Monique Dzulfairda. "TRENDS OF PLACING PRODUCT ADVERTISEMENTS ON ENTERTAINMENT AND INFORMATION SHOWING ON NATIONAL BROADCASTING TELEVISION". Jurnal Komunikasi dan Bisnis 10, n.º 1 (15 de mayo de 2022): 85–98. http://dx.doi.org/10.46806/jkb.v10i1.823.

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Television is the most effective place in the world of advertising. Many formats or forms are currently developing in television shows, creating a new phenomenon about the number of advertisements that are made by advertisers in informative and entertainment television shows. The purpose of this study was to determine what kind of product advertisement placement advertisers tend to choose on entertainment programs on national broadcast television and what kind of product advertisement placements advertisers tend to choose on informative programs on national broadcast television. The method used in this research is content analysis . The instrument used is a coding sheet format with six product placement indicators , namely visual dimension, auditory dimension, plot connection dimension (PCD), implicit product placement, integrated explicit product placement, non-integrated explicit product placement . The results showed that in the iNews afternoon news program, there were three types of product placement integration that were chosen by advertisers and creative teams into their advertisements, namely visual dimensioning, Implicit product placement and Non-Integrated explicit product placement techniques. While in the soap opera Bond of Love, there are four types of placement product integration that are most chosen by advertisers and creative teams into their advertisements , namely visual dimensioning techniques, Auditory dimensions, Plot connection dimensions (PCD) and Non-Integrated explicit products. placements.

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Rössler, Patrick y Julia Bacher. "Transcultural Effects of Product Placement in Movies". Zeitschrift für Medienpsychologie 14, n.º 3 (julio de 2002): 98–108. http://dx.doi.org/10.1026//1617-6383.14.3.98.

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Abstract. Product placement represents an alternative strategy of advertisers to overcome restrictions of traditional commercial communication. The paper describes different types of placement and resumes the small body of research in the field, both serving as a starting point for empirical research. As a matter of fact, placements which have become part of top movies will be distributed in cinemas and on screens all over the world. A quasi-experimental study carried out in Germany and the USA was designed in order to detect awareness and attitude effects of the respective placements as well as general evaluations. The results indicate small but noteworthy differences between the American and the German audience: To a certain degree, product placement was more effective on the awareness dimension in Germany, and more effective on the evaluative dimension in the USA (a result that may be traced back to the perceived function of creating a realistic impression). High placement awareness led to smaller attitude effects in Germany, while a lower degree of awareness in America should have enhanced the impact on product assessment.

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Sugara, Restu Pramesti y Rudy Tobing. "PENGARUH PRODUCT PLACEMENT DALAM DRAKOR LITTLE WOMEN DAN PRODUCT QUALITY TERHADAP PURCHASE INTENTION". Jurnal Riset Rumpun Ilmu Ekonomi 2, n.º 2 (2 de octubre de 2023): 36–48. http://dx.doi.org/10.55606/jurrie.v2i2.1946.

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Product Placement adalah strategi pemasaran yang melibatkan penempatan produk dalam konten media. Ini adalah strategi populer bagi merek untuk menjangkau konsumen dan memengaruhi perilaku pembelian seperti purchase intention. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Product Placement dan Product Quality di Drakor Little Women terhadap Purchase Intention produk Kopiko Coffee Candy Blister Pack. Metode kuantitatif deskriptif digunakan dalam penelitian ini. Analisis regresi berganda digunakan untuk menganalisis data. Sampel terdiri dari 347 responden yang berdomisili di Jakarta Barat. Hasil penelitian menunjukkan bahwa product placement dan product quality berpengaruh signifikan terhadap purchase intention produk Kopiko Coffee Candy Blister Pack. Temuan penelitian ini menunjukkan bahwa product placemen dapat menjadi cara yang baik untuk mempengaruhi perilaku konsumen. Namun, efek product placement cenderung dimoderasi oleh product quality. Merek harus mempertimbangkan untuk menggunakan product placement bersamaan dengan produk berkualitas tinggi untuk memaksimalkan efektivitas kampanye pemasaran.

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Moh, Christine J., Shuhui Sophy Cheng, Hsiang-Wai Lai y Po-Chung Chuang. "Exploring Practitioners’ Views on Product Placement: What can Taiwan Learn from the West". Academic Journal of Interdisciplinary Studies 13, n.º 3 (5 de mayo de 2024): 51. http://dx.doi.org/10.36941/ajis-2024-0064.

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To improve Taiwan’s media production quality, especially in placement marketing practices, this study explores Western practices and regulations to find what Taiwan can learn from the West. The study first gathered, reviewed, and analyzed past placement marketing studies and literature from Europe and the United States, then conducted in-depth interviews with a scholar who reviews placement marketing violation cases for Taiwan’s competent authority (NCC) and American media professionals who had first-hand experience with placement marketing practices. The interviews revealed how Americans had executed the placements at various levels during the entire production process, from preproduction to postproduction; it also informed that their placement practice is natural and subtle creatively and how Americans combine product placements in the content with on-screen graphic overlays to gather consumer data. The study also exposed a curiously interesting product placement phenomenon with Taiwanese news media and how they get away with the current laws and regulations. Received: 6 January 2024 / Accepted: 19 April 2024 / Published: 5 May 2024

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K. Balasubramanian, Siva, Hemant Patwardhan, Deepa Pillai y Kesha K. Coker. "Modeling attitude constructs in movie product placements". Journal of Product & Brand Management 23, n.º 7 (11 de noviembre de 2014): 516–31. http://dx.doi.org/10.1108/jpbm-04-2014-0552.

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Purpose – The purpose of this paper is to propose and test a conceptual framework of attitudinal constructs that influence attitude toward the brand in movie product placements. Advertising literature is replete with studies on factors that influence attitude toward the brand (Ab). However, this topic remains under-explored for product placements. Design/methodology/approach – Our framework showcases several theories to relate attitude and fit constructs to attitudes toward the product placement and attitude toward the brand. We use the structural equation model approach to estimate the conceptual framework. Findings – Several attitudinal movie constructs (attitude toward the actor, the character and the movie) influence attitude toward the product placement, which in turn mediates the relationship between the former attitudinal constructs and attitude toward the brand. Interestingly, only the fit between the actor and placed brand impacted attitude toward the product placement, with no effects found for the fit between the character and the fit between the movie and brand and the attitude toward the product placement. Research limitations/implications – We focus on explicit attitudes; implicit attitudes need future research attention. Practical implications – Findings affirm a key role for the actor featured in the placement in directly or indirectly shaping the attitude toward the brand. Originality/value – This is the first study to apply the structural equation modeling approach to this research area.

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Hishamudin, Farah Farhanah y Nur Atikah A Rahman. "Gegar Vaganza: Persepsi Pengguna dan Penempatan Produk D’Herbs dalam Rancangan Realiti Televisyen di Malaysia". Jurnal Pengajian Media Malaysia 23, n.º 2 (23 de noviembre de 2021): 73–91. http://dx.doi.org/10.22452/jpmm.vol23no2.2.

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This study examines the types of product placements used in the television show Gegar Vaganza, particularly in its 5th season and looks at the consumer perceptions on the product placements used by D’Herbs Holdings Sdn. Bhd. Qualitative content analysis and in-depth interviews were conducted on eight respondents. The saturation of advertisements in the market has prompted marketers to turn to media product placement to deliver messages to the audiences more effectively. This study found that integrated implicit product placement received positive feedback on the process of recalling a brand or product. On the other hand, integrated explicit placements received positive perceptions in increasing the level of consumer information, however, received negative perceptions towards consumer purchasing intentions.

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Kasza, Irén Éva. "Product Placement – New Age of Hungarian Advertisement". E-conom 3, n.º 1 (2014): 79–106. http://dx.doi.org/10.17836/ec.2014.1.079.

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Álvarez Rodríguez, Víctor. "Types of product placement: a theoretical overview". IROCAMM-International Review Of Communication And Marketing Mix 1, n.º 3 (2020): 7–22. http://dx.doi.org/10.12795/irocamm.2020.v01.i03.01.

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Dens, Nathalie, Patrick De Pelsmacker, Peter Goos y Leonids Aleksandrovs. "How to Mix Brand Placements in Television Programmes to Maximise Effectiveness". International Journal of Market Research 58, n.º 5 (septiembre de 2016): 649–70. http://dx.doi.org/10.2501/ijmr-2016-022.

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This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme. It determines the ideal proportions of prop placements (branded products that are put on display during the programme, without active interaction between the product and a person), interactive placements (placements that entail interaction between a branded product and a person), and look-and-feel placements (branding elements that are visually incorporated in the scenery of the programme) to maximise brand attitude and brand recall. Controlling for programme connectedness, brand attitude is maximised when all brand placements in a programme are interactive. The optimal mix for brand recall is more diverse, and changes for consumers with different viewing frequencies. For light viewers, 39% interactive and 61% prop placements should be used. For consumers with high viewing frequency, a relatively larger proportion should be allocated to interactive placements (44%).

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Begy, Genevieve y Vishal Talwar. "The Economic Worth of Product Placement in Prime-time Television Shows". International Journal of Market Research 58, n.º 2 (marzo de 2016): 253–75. http://dx.doi.org/10.2501/ijmr-2015-026.

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Product placement is fiercely being courted by firms as a consequence of the declining credibility of traditional broadcast advertising and the ‘30-second spot’. Very little research analysing its economic worth exists outside of the realm of film, however. This paper responds by applying a consistent measure of placement effectiveness to television through use of event analyses. It finds a mean cumulative abnormal return of 0. 79% in a sample of 264 placements from the 2011-12 prime-time season, confirming that product placement in television is positively and significantly associated with movement in firms' stock prices. Placement in a season premiere has significantly higher mean returns than in a non-pivotal episode, irrespective of whether the firm places the product in both episodes. A cross-sectional analysis of placement, episode and show factors suggests that the duration of placement and one-hour show length are positively associated with stock price movement. Placement in a show's debut season is adversely associated to worth.

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Chan, Fanny Fong Yee, Dan Petrovici y Ben Lowe. "Antecedents of product placement effectiveness across cultures". International Marketing Review 33, n.º 1 (8 de febrero de 2016): 5–24. http://dx.doi.org/10.1108/imr-07-2014-0249.

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Purpose – The purpose of this paper is to contribute to the marketing literature by developing and testing a conceptual model to examine the effects of product placement across a country low in assertiveness and performance orientation (the UK) and a country high in assertiveness and performance orientation (Hong Kong (HK)). Design/methodology/approach – A content analysis of brand appearances in high grossing films within the UK and HK was conducted followed by a 2×2 between-subjects experiment (n=572). Findings – The results indicate participants exposed to prominent placements have a less positive brand attitude and lower purchase intention toward the placed brand. Likewise, respondents exposed to a less well-known placed brand tend to have a less positive brand attitude and lower purchase intention toward the placed brand. There is evidence of interaction effects with cultural dimensions such as assertiveness and performance orientation within the UK and HK. Practical implications – The results suggest that product placements can be optimized through tailored campaigns targeted at markets with known cultural characteristics. With advances in digital technology, such practices are becoming more frequent and more feasible. Originality/value – This is one of the first studies to explore the effect of culture on perceptions of product placement and the first study to empirically examine the role of prominence and brand awareness, and their interactions with GLOBE values on the effectiveness of product placement.

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Vashist, Devika. "Effect of product involvement and brand prominence on advergamers’ brand recall and brand attitude in an emerging market context". Asia Pacific Journal of Marketing and Logistics 30, n.º 1 (8 de enero de 2018): 43–61. http://dx.doi.org/10.1108/apjml-01-2016-0014.

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Purpose The purpose of this paper is to investigate the impact of product involvement and brand prominence on advergamers’ brand recall and brand attitude in an emerging market context. Specifically, this research illustrates the conditions under which brand placements in online games create attention, elaboration and subsequent brand recall and brand attitude by drawing the insights from the limited capacity model of attention and the elaboration likelihood model. Design/methodology/approach A 2 (product involvement: low or high) × 2 (brand prominence: prominent or subtle) between-subject measures design is used. In total, 280 students participated in the study. A 2×2 between-subjects MANOVA is used to test the hypotheses. Findings In the context of advergames, for a low-involvement product, a prominent brand placement results in greater brand recall than a subtle brand placement. However, for a high-involvement product, a subtle-placement results in greater brand recall than a prominent brand placement. Further, results reveal that for a low-involvement product, a subtle brand placement results in more favorable brand attitude than a prominent brand placement. For a high-involvement product, a prominent brand placement results in more favorable brand attitude than a subtle brand placement. Research limitations/implications The findings and conclusions are very important for advertising experts in terms of advergame designing, execution and for an operational use of brand placements in advergames. Originality/value This investigation adds to the online advertising literature, specifically the advergames context by examining and analyzing the real-time roles of advergame-specific factor, such as brand prominence and the gamer-specific factor, such as product involvement in creating gamers’ brand recall and brand attitude from attention and elaboration perspectives in an emerging market context like India.

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Guennemann, Frank y Yoon C. Cho. "The Effectiveness Of Product Placement By Media Types: Impact Of Image And Intention To Purchase". Journal of Service Science (JSS) 7, n.º 1 (3 de noviembre de 2014): 29–42. http://dx.doi.org/10.19030/jss.v7i1.8911.

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Product placement, as an integrated marketing communication tool, is widely applied to increase attention, interest, and purchasing intention. Product placement is also identified as an integrative conceptual model that captures how such messages generate audience outcomes (Balasubramanian, Karrah, and Patwardhan, 2006). By considering various applications of product placement in the automobile brands, the purpose of this study is to measure awareness, familiarity, image, and purchase intention of brands placed in various media types. In particular, this study measures 1) how brand awareness from product placement affects brand image, 2) how brand familiarity from product placement affects brand image, 3) how brand image affects purchase intention, and 4) the effects of brand awareness and familiarity based on different media types. This study applied a survey to collect data and used quantitative analyses to test hypotheses. The study provides managerial implications for the effectiveness of product placements by media types.

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Natharius, David y Mary-Lou Galician. "When Product Placement Is NOT Product Placement". Journal of Promotion Management 10, n.º 1-2 (11 de mayo de 2004): 213–18. http://dx.doi.org/10.1300/j057v10n01_15.

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Abu Seman, Rabiah Adawiah, Yee Shan Lew y Jing Ni Tee. "Correlation Between Product Placement in Film, Purchase Intention And Brand Attitude". Jurnal Pengajian Media Malaysia 21, n.º 1 (31 de mayo de 2019): 61–74. http://dx.doi.org/10.22452/jpmm.vol21no1.5.

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Product placement has been widely used in international film industry because of its efficiency. During the past 20 years, the practice of product placement has grown appreciably which lead to most of the marketers nowadays use placements as their marketing strategy. Therefore, this research aim to analyse the effectiveness of product placement in film. Experimental design was employed by 40 respondents in UCSI University for this study which was supported by the theories of the Hidden Message and the Character-Product Interaction (CPI). Correlation between product placement in film, purchase intention and brand attitude were found significant. Brand attitude and the purchase intention after exposed to product placement have higher findings among others. Moreover, purchase intention and brand attitude of respondents both increased after being exposed towards product placement. Limitation were taken in account in terms of demographic, efficiency and extensive. Future researchers are suggested to conduct their studies with a larger sampling size, a longer duration and to conduct the study with different categories of product to provide a more accurate result for the improvement of marketers. Hence, marketers were suggested to use product placement in film in order to increase the purchase intention and positive brand attitude of audiences.Students generally have positive purchase intention and brand attitude on product placement in film no matter before or after the exposure to the selected movie Jurassic World.

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van der Waldt, De la Rey. "The role of product placement in feature films and broadcast television programme". Communicare: Journal for Communication Studies in Africa 24, n.º 2 (24 de octubre de 2022): 1–16. http://dx.doi.org/10.36615/jcsa.v24i1.1767.

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Emphasis on product placement as a variable in the marketing communication strategyof organisations seems to be a relatively new focus. However, evidence exists that asearly as the 1940s product placement was used in feature films to brand products andservices. The initial use of product placements in feature films received new opportunitiesthrough the introduction of new electronic media, such as video, DVD, mobile messaging,electronic billboards, Internet clips and websites. Product placement is not confined tocinema feature films. New electronic media offer unique opportunities for productplacement, which necessitated the renewed focus on product placement as a vehicle ofdeliberate product exposure within the broader integrated marketing communication(IMC) context.The use of product placement has increased rapidly over the last few years. Productnames are increasingly being featured in films and television programmes. Companiesare increasingly seeking to broaden their marketing campaigns to include productplacement in broadcast media to confirm the product’s brand identity or to reach differentaudiences effectively.This article aims to describe the context in which product placement is categorised. Italso explains the relevance of product placement as a vehicle of communication in theintegrated marketing communication strategy.In order to reach the set objectives of this article, a literature review of existing informationwas conducted. The article does not claim to be a comprehensive work on productplacement in general - it rather attempts to provide a theoretical framework in which product placement could be studie

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MALHAIRE, Loïc, Lucio CASTRACANI y Jill HANLEY. "La défense des droits des travailleuses et travailleurs1. Enjeux et défis d’une mobilisation collective à Montréal". Revue multidisciplinaire sur l'emploi, le syndicalisme et le travail 11, n.º 1 (15 de marzo de 2018): 32–59. http://dx.doi.org/10.7202/1043837ar.

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L’article explore les enjeux de deux campagnes de mobilisation réalisées au Centre des travailleuses et travailleurs immigrants (CTI), auprès de personnes (1) immigrantes permanentes insérées en agence de placement et (2) migrantes temporaires. À partir de données collectées par participation observante et complétées par des entretiens semi-directifs, nous restituons une chronologie des deux actions collectives dont nous analysons les défis et les stratégies. Les résultats montrent que ces deux mobilisations constituent des réponses alternatives et complémentaires à des syndicats inopérants pour rejoindre la main-d’oeuvre précaire immigrante. Premièrement, le CTI offre les ressources humaines et matérielles nécessaires pour le développement du leadership des personnes qui deviennent sujet de droit et acteur de leur lutte. Cette dimension citoyenne semble d’ailleurs tout aussi importante pour les travailleurs que l’amélioration de leurs conditions matérielles de travail. De plus, les deux campagnes montrent une complémentarité entre la défense individuelle et collective de la main-d’oeuvre. D’autre part, les collaborations menées avec un syndicat révèlent un rapprochement stratégique entre deux organisations dont les ressources et les expertises sont complémentaires, renforçant aussi la légitimité du CTI. Cependant, l’engagement communautaire du syndicat reste marginal et produit des effets limités quant aux résultats des campagnes et à la possibilité de transformer profondément ses pratiques. Enfin, l’informalité des rapports de travail qui concernent les deux catégories d’immigrants, oblige à composer avec des moyens tout aussi informels pour appuyer leur organisation, rendant nécessaire le réseautage communautaire, religieux et culturel.

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Chavadi, Chandan A., Sindhu R. Menon y Monika Sirothiya. "Modelling the Effects of Brand Placements in Movies: An Investigative Study of Event Type and Placement Type". Vision: The Journal of Business Perspective 23, n.º 1 (marzo de 2019): 31–43. http://dx.doi.org/10.1177/0972262918821227.

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Movies are getting extremely costly and product placement has become inevitable to accommodate brands to support their budgets. Moreover, brands are demanding return on investment for their placements. This article makes an attempt to evaluate the outcome of brand placements in movies. As Indian audiences are exposed to both Hollywood and Bollywood movies, product placement is rapidly turning into a colossal path for brands to achieve their objectives by placing the brand in a subtle or blatant way. It is reasonable to count on that consumer contrast of brands will genuinely get influenced based on the type of the entertainment event (Bollywood vs. Hollywood) and type of the product placement (subtle vs. blatant). A structural equation model was developed to assess the effect of entertainment event and placement type (PT) on brand attitude (AB) and consequently on purchase intentions (PIs). The study also explores the possibility of mediation and conducted multi-group analysis on event type and PT using AMOS and SPSS. The findings help us to comprehend the event type (Hollywood movie vs. Bollywood movie) and the PT (subtle vs. blatant) that has the most significant impact on AB and subsequently on PI.

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Ong, Camile Candi, Chris Joselle Santiago y Coleen Kirk Verdejo. "Product Placement in Filipino Films: An approach to Consumer Purchasing Intention". Journal of Business and Management Studies 4, n.º 1 (3 de marzo de 2022): 179–88. http://dx.doi.org/10.32996/jbms.2022.4.1.21.

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Today, the majority of advertisements are digital, and the use of product placement is becoming an important tool for marketers. The use of this tool in the media, especially in films, is attractive to consumers and businesses. The consumer’s behavior towards product placement in films is evident in most countries; however, studies on local films such as in the Philippines are still limited in the literature. Drawing from the cognitive capacity theory, this study aims to examine the effect of Product Placements in Filipino films on the consumer's purchasing intention. From the online survey of (N=384) respondents exposed to local films that were released from the years 2009 to 2019, results reveal that the study put forward a significant effect on consumer behavior with a significant relationship between product placement and consumer purchasing intention. The study concludes that product placement in Filipino films affects consumers’ purchasing intention through brand recall, awareness, and attitude.

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Truong, Phi Hung, Anh Dao Kim, Duc Sinh Hoang y Dieu Hue Nguyen. "A Comprehensive Bibliometric Study of Product Placement with an Ethical Emphasis". European Conference on Social Media 11, n.º 1 (21 de mayo de 2024): 305–15. http://dx.doi.org/10.34190/ecsm.11.1.2049.

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Product placement, also known as brand placement, has become a practice, in forms of media such as movies, music, games, cartoons and even social media. By increasing brand visibility and creating a sense of credibility for consumers it offers an avenue for advertising that doesn't feel like marketing. In this research study we have utilized methodologies to analyze the framework of the research field and the specific issue at hand by employing VoSViewer software. Our analysis focuses on a sample of 409 documents published between 1995 and 2023. The objective is to provide indicators including publication trends, citation patterns, notable authors, influential journals, and significant keywords. Additionally, we explore the reach of product placement research by examining its dispersion. This study contributes to both understanding and practical knowledge about product placements impact on consumer behavior brand management practices and social media platforms. Lastly. Importantly we emphasize the considerations that should be considered when implementing product placement as a marketing strategy, for any company.

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Buckser, Andrew and Susan. "Product Placement". Anthropology News 46, n.º 4 (abril de 2005): 60. http://dx.doi.org/10.1525/an.2005.46.4.60.

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Yeston, J. "Product Placement". Science 334, n.º 6056 (3 de noviembre de 2011): 571. http://dx.doi.org/10.1126/science.334.6056.571-c.

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Alexander, Christian. "Alexandra Puff: Product Placement Stephan Leitgeb: Product-Placement". Zeitschrift für geistiges Eigentum 2, n.º 4 (2010): 492. http://dx.doi.org/10.1628/186723710794481345.

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McDonnell, John y Judy Drennan. "Virtual Product Placement as a New Approach to Measure Effectiveness of Placements". Journal of Promotion Management 16, n.º 1-2 (17 de marzo de 2010): 25–38. http://dx.doi.org/10.1080/10496490903571365.

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Martín García, Alicia. "Product placement as an efficient marketing tool within the media mix". Harvard Deusto Business Research 10, n.º 1 (29 de mayo de 2021): 224–37. http://dx.doi.org/10.48132/hdbr.345.

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Product placement has existed in its most primitive form since the dawn of cinema. Now, due to the saturation of conventional advertising, this technique has reached its zenith, with brands appearing in an environment without competition, as a natural element of the plot. The automotive sector has been present from the beginning and soon understood the expressive possibilities that were offered. General Motors began its journey in the film industry in 1933 following an agreement with Warner. Since then, the General Motors group has had a growing presence in the film industry, which reached its peak in Transformers (2007), an unprecedented type of product placement. It is possible to identify a clear cause-effect relationship in the company’s sales, with product placement being an efficient marketing tool within the media mix, as we will show throughout this investigation. The study begins with a historical review of brand placement in North American cinema (1933-2014), then proceeds with a content analysis, following the methodology proposed by Méndiz (2001), of advertising placement in film and a structured interview with Norm Marshall, the director and founding partner of Norm Marshall & Associates, responsible for GM’s product placements.

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Meyer, Jeffrey, Reo Song y Kyoungnam Ha. "The effect of product placements on the evaluation of movies". European Journal of Marketing 50, n.º 3/4 (11 de abril de 2016): 530–49. http://dx.doi.org/10.1108/ejm-12-2014-0758.

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Purpose When advertising is provided in the form of product placements – the inclusion of branded products within media programming – it can increase or decrease the consumer’s utility. This paper aims to investigate the relationship between product placements and the evaluation of media programming by consumers. The authors hypothesize that consumers do not necessarily consider them as traditional advertising because placements of real brands can enhance realism even if placements sometimes interrupt consumption experience. Thus, the authors believe the relationship between product placements and consumer evaluation is overall positive. However, too many product placements in a single program may reverse this relationship. In addition, the relationship might differ based on the nature of programming, such as art versus entertainment films. Design/methodology/approach Empirical analyses were conducted on 134 movies released between 2000 and 2007 using a generalized method of moments instrumental variable approach. Findings The estimation results from product placement data on 134 movies released between 2000 and 2007 show that product placements have a significant positive effect on consumer ratings, but when used in excess, the effect becomes negative. In addition, a significant interaction exists between the nature of the film (mainstream vs independent) and the number of placements, such that consumers of independent films are much less likely to view product placements positively. Originality/value This research is the first empirical paper that demonstrates the effect of product placements on the evaluation of the media using secondary data.

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Qu, Zihan, Ningxin Yang y Jiaqi Zhang. "A Compendium of Research on the Impact of Product Placement on Consumer Buying Behaviour". Highlights in Business, Economics and Management 27 (21 de marzo de 2024): 226–32. http://dx.doi.org/10.54097/mvzmfy31.

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Product placement has grown in popularity as an alternative to television advertising. Product placements are becoming more common, and their forms are so diverse that they can be seen in a wide range of contexts, including film and television dramas, variety shows, and even games. In recent years, TV dramas have become immensely popular among audiences as a type of endless drama. Some of the most popular TV shows in recent years have also inspired advertisers to consider web series as a promotional channel: web series product placements are cheap cost and high yield. Researchers have found that product placements can influence consumer decision-making to a certain extent, however, there is a lack of a unified explanation of the formation mechanisms behind them and the extent of their influence. As a result, the focus of this essay is on the relationship between product placements and consumer purchase behavior. This essay chooses product placements in TV dramas as the research object, analyzes and researches the effect of product placements on influencing consumers' decision-making from the viewers' cognitive, psychological, and behavioral perspectives, and makes recommendations for improving product placements based on the findings. The essay discovered that the use of product placements' scenes, as well as the high match between advertisements and contents, have a significant impact on consumers' purchasing behaviors; Product placements influence consumers' brand recognition, attitude, purchase intention, and consumption psychology to stimulate consumers' desire to purchase.

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Shin, Su-Yun y Jung-Min Hong. "The Effect of Buying Experiences of the Fashion Brands on the PPL(Product Placement) Communication Effect". Journal of the Korean Society of Clothing and Textiles 31, n.º 8 (31 de agosto de 2007): 1222–30. http://dx.doi.org/10.5850/jksct.2007.31.8.1222.

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Zemko, Maria. "Product Placement: Enclosing of Culture and Commerce in Modern Russian Cinema". Journal of Economic Sociology 11, n.º 1 (2010): 84–110. http://dx.doi.org/10.17323/1726-3247-2010-1-84-110.

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Кривцова, Евгения, Екатерина Маженина y Анастасия Бездомникова. "Product placement on regional television as a tool to promote local brands". Маркетинг и маркетинговые исследования 4 (2022): 330–42. http://dx.doi.org/10.36627/2074-5095-2022-4-4-330-342.

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Sri Lydianingsih Galingging y Ahmad Budiman. "STRATEGI DAN DIMENSI PRODUCT PLACEMENT PERMEN KOPIKO PADA DRAMA KOREA (STUDY PADA SERIAL DRAMA TELEVISI KOREA VINCENZO)". Jurnal Cakrawala Ilmiah 1, n.º 11 (24 de julio de 2022): 2851–64. http://dx.doi.org/10.53625/jcijurnalcakrawalailmiah.v1i11.2870.

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Dimasa sekarang ini siapa yang tidak tahu tentang adannya korean Wave atau Hallyu, ini merupakan fenomena yang sedang melanda di berbagai negara salah satunya indonesia. Salah satu produk kebudayaan hallyu yang paling banyak digemari yaitu drama. Pada masa sekarang ini drama Korea tidak lagi hanya sebagai hiburan semata namun juga dapat digunakan sebagai media sarana iklan/promosi, dengan melakukan produk placement (sisipan produk) pada tayangan drama Korea. Salah satu drama yang memiliki rating tinggi dan banyak digemari yaitu drama Korea Vincenzo. Pada drama ini terdapat product placement permen Kopiko asal Indonesia. Penelitian ini dilakukan dengan meninjau strategi dan dimensi product placement. Tujuan dari penelitian ini menjelaskan product placement permen Kopiko pada Drama Korea Vincenzo ditinjau pada strategi dan dimensi product placementnya. Pada penelitian ini digunakan metode deskriptif kualitatif. Penelitian ini menggunakan teori product placement menurut D, astous and Seguin dan dimensi product placement menurut Russel. Hasil penelitian ini menunjukkan bahwa sisipan produk pada Drama Korea termasuk kedalam integrated Explicit Brand Placement dikarenakan, sifat product placement ini aktif sehingga product placemen yang ditampilkan dilengkapi dengan adanya keterangan yang mendeskripsikan produk permen Kopiko. Pada setiap penayangan product placement di drama Vincenzo ini menggunkan teknik pengambilan gambar secara Close Up pada produk permen Kopiko. Pada drama Vincenzo juga terdapat plot connection Dimention yang kuat, dikarenakan Produk permen kopiko dan Drama Vincenzo memiliki alur cerita yang selaras, sehingga seolah-olah produk permen Kopiko menjadi bagian dalam Drama Vincenzo sehingga kesan yang di timbulkan terlihat natural dan tidak dipaksakan. Selanjutnya jika tinjau dari jenis iklan bedasarkan manfaatnya produk permen Kopiko termasuk kedalam jenis Brand Advertising Tipe dari Brand Advertising berfokus dari segi pengembangan image dan identitas produk dalam jangaka waktu yang panjang, ini juga bertujuan agar produk dapat diingat oleh penonton.

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Vashisht, Devika y Sreejesh S. Pillai. "Are they really persuaded with the brand embedded in the game?" Journal of Research in Interactive Marketing 10, n.º 3 (8 de agosto de 2016): 249–64. http://dx.doi.org/10.1108/jrim-04-2015-0026.

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Purpose The purpose of the paper is to examine whether there is any difference in persuasion of brands embedded in the advergame because of the differences in nature of the game (speed), and are there any differences in persuasion in the same context if the brand is prominently placed versus subtly placed and congruent versus incongruent with the game context. Design/methodology/approach A 2 (nature of advergame: fast or slow) × 2 (brand prominence: prominent or subtle) × 2 (game-product congruence: high or low) between-subject measures design is used; 280 graduate students participated in the study. A 2 × 2 × 2 between-subjects ANOVA is used to test the hypotheses. Findings The findings support that slow-paced advergames with prominent brand placements result in high ad-persuasion compared to subtle brand placements. On the other hand, fast-paced advergames show no difference in persuasiveness despite the fact that whether it is a subtle placement or prominent placement. Furthermore, results also indicate that slow-paced games with prominent placement in low game-product congruence condition resulted in high ad-persuasion compared to that in high game-product congruence condition. Research limitations/implications The process of experimentation used in this study to collect responses were susceptible to some limitations. However, findings of the study are very important for advertising practitioners in terms of game design, implementation and for an effective use of brand and product placements in advergames. Originality/value This research contributes to the literature of online advertising, specifically advergaming context by exploring the impact of nature of game and brand prominence on gamers’ ad-persuasion. Also, this study is the first attempt toward understanding the moderating role of game-product congruence on gamers’ ad-persuasion in the context of advergames.

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Marchand, Andre, Thorsten Hennig-Thurau y Sabine Best. "When James Bond shows off his Omega: does product placement affect its media host?" European Journal of Marketing 49, n.º 9/10 (14 de septiembre de 2015): 1666–85. http://dx.doi.org/10.1108/ejm-09-2013-0474.

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Purpose – This paper aims to contribute to the marketing literature and practice by examining the effect of product placements on the host brand. The declining effectiveness of traditional advertising has prompted increasing interest in strategies for placing products in media programming. Most existing research adopt the perspective of the brands embedded in media products, with limited attention to the impact that product placement has on the media product that serves as a host brand for the embedded brands. The authors investigate this effect in the context of motion pictures and develop a theory-driven conceptual model. Design/methodology/approach – The authors test their hypotheses with two experiments in which randomly assigned participants view one of seven versions of a custom-made, seven-minute short film that differ in their level of placement prominence. Findings – The results from a mediation analysis indicate that, after controlling for audiences’ general attitudes toward the embedded brand, greater placement prominence heightens consumers’ reactance to persuasion attempts and negatively affects their evaluations of the host brand. A post hoc experiment confirms that even very low levels of placement prominence can worsen host brand evaluations. Originality/value – This research is among the first to investigate the effects of product placement from a host brand perspective. It issues a warning to producers of entertainment content: a product placement strategy may generate additional earnings, but it also can lower audiences’ evaluations of the focal entertainment product.

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Wright, Bianca. "Beyond product placement". Communicare: Journal for Communication Studies in Africa 30, n.º 1 (17 de octubre de 2022): 47–65. http://dx.doi.org/10.36615/jcsa.v30i1.1665.

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In South Africa, advergaming currently does not reach a mass audience because of the lownumber of Internet users and the high cost of Internet access. However, as a brand communicationtool, advergaming has the potential to be used as a viral marketing tactic. The article analysesthe potential of the mobile environment as a catalyst for enabling the use of advergaming as aviral marketing tool in South Africa and proposes a theoretical model derived from an analysis ofexisting literature and observation, for operationalising mobile advergaming.

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Kanitz, Christopher, Laurent Muzellec, Michael Schade y Christoph Burmann. "Reverse Product Placement". Marketing ZFP 35, n.º 3 (2013): 233–50. http://dx.doi.org/10.15358/0344-1369_2013_3_233.

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Redondo, Ignacio. "Product-Placement Planning". Journal of International Consumer Marketing 18, n.º 4 (11 de octubre de 2006): 33–60. http://dx.doi.org/10.1300/j046v18n04_03.

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Hsu, Chia-Ling, Rafael Matta, Sergey V. Popov y Takeharu Sogo. "Optimal Product Placement". Review of Industrial Organization 51, n.º 1 (22 de marzo de 2017): 127–45. http://dx.doi.org/10.1007/s11151-017-9575-y.

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Naderer, Brigitte, Jörg Matthes, Franziska Marquart y Mira Mayrhofer. "Children's attitudinal and behavioral reactions to product placements: investigating the role of placement frequency, placement integration, and parental mediation". International Journal of Advertising 37, n.º 2 (7 de noviembre de 2016): 236–55. http://dx.doi.org/10.1080/02650487.2016.1218672.

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Homer, Pamela Miles. "Product Placements". Journal of Advertising 38, n.º 3 (septiembre de 2009): 21–32. http://dx.doi.org/10.2753/joa0091-3367380302.

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Koopman, A., S. Perumal, K. Perumal, M. Williamson y Z. E. Cebisa. "Students’ perceptions on the effectiveness of product placements: A case study of a private higher education institution in Durban". Business and Management Review 11, n.º 02 (15 de diciembre de 2020): 79–88. http://dx.doi.org/10.24052/bmr/v11nu02/art-10.

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The aim of the study was to investigate students’ perceptions of the effectiveness of product placements and to determine whether they are aware of product placements, whether they pay any attention to product placements and whether the exposure to product placements has influenced their purchasing behaviour in any way. This study adopted a quantitative research approach and employed the case study design; hence, the main focus of this study is on how students, based at private higher institution in Durban, perceive the effectiveness of product placement. The study was conducted at a private higher education institution with an estimated population of 1000; the sample size was 135. The form of non-probability convenience sampling method was employed. Although the form of non-probability sampling techniques is not common in quantitative studies, sufficient representation was ensured. Hence, the research results were able to be generalised from a sample to a population. Quantitative data was collected using the questionnaire method. SPSS statistical package was used to capture numerical data. The study also employed both descriptive and inferential statistics in order to infer the sample results to the entire population. The quantitative data analysis results indicated that product placements are similar to traditional advertising in terms of capturing the audience’s attention, developing positive feelings towards the product and recall when faced with a purchase decision. The study has also contributed immensely to the digital and social media advertising theory and practice.

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Um, Namhyun. "Exploratory Study of College Students" Perspectives on Product Placement". Journal of Digital Contents Society 24, n.º 8 (31 de agosto de 2023): 1665–73. http://dx.doi.org/10.9728/dcs.2023.24.8.1665.

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Wadia, Reena. "E-cigarette product placement". British Dental Journal 230, n.º 10 (mayo de 2021): 662. http://dx.doi.org/10.1038/s41415-021-3104-y.

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