Measuring the impact of product placement with brand-related social media conversations and website traffic
Advertisers are growing increasingly concerned about the ease with which traditional television advertising can be avoided. Product placement activities, where brands are visually and/or verbally incorporated into television and movies, have continued to grow. In contrast to television commercials t...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
INFORMS Inst.for Operations Res.and the Management Sciences
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |