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Article Abstract
"Toward a Framework of Product Placement"
|by Cristel Russell (1998), in Joseph W. Alba and J. Wesley Hutchinson (eds.), Advances in Consumer Research, Vol. XXV, 357-362.
Abstract: This article proposes a conceptual framework for the practice of product placement. A three-dimensional typology of product placement is presented, that identifies modality and plot connection as key characteristics of placements in audiovisual programming. A set of theoretical propositions is proposed to explain the effectiveness of placements on viewers.
©2007 SDSU Centre for Intgrated Marketing Communications Last updated: January 25, 2008 10:09 AM