Brand Placement.

      Аннотация: This book is useful to students of marketing, professors teaching brand strategy, innovative media and integrated communications/advertising as the study adds to existing theories of celebrity, congruence, gestalt, low involvement, dual mode, humor, and entertainment. A must read for all brand managers, advertising professionals, marketing managers working with limited budget looking for innovative methods of communicating brand messages and coping with brand pressures. This book is focused on brand placement and audience response.

Ключевые слова: Celebrity, Clutter, identity, movies, BRAND PLACEMENT EFFECTIVENESS, CELEBRITY SOURCE ACTION-DISTRACTION EFFECT