This literature review presents a quantitative synthesis of 57 studies on product placement
and shows which factors are most effective. It shows that placement characteristics, such as …

Retailers have always worked to establish close relationships with customers through the
retail marketing mix. Thus, the literature has a long tradition of testing the effects of various …

Purpose Advergames, or integrated brand messages within digital games, have received
considerable attention from researchers and practitioners. Despite increased use of …

Interactive online media are an increasingly preferred format for users and advertisers, and
skippable online video advertisements are common on social media networks such as …

This article offers a framework for understanding the effects of commercial sponsorship on
consumers. It defines and explores certain tenets essential to understanding sponsorship …

Sponsorship of sports, arts, and causes has become a mainstream marketing
communications tool. A great deal of fieldwork has attempted to gauge the relative …

This study explores the conditions under which product placement in an on-line game will
get noticed and be remembered from a perspective of the limited-capacity model of …

Blogs recently have demonstrated their enormous marketing potential, and more and more
travel advertisements are being posted in blogs. In light of this observation, this study aims to …

Humorous, warm, and rational television and print advertisements are tested in similar
television and print contexts. The impact of ad style/context style congruency and context …

The eighth edition of The Media Handbook continues to provide a practical introduction to
the media planning and buying processes. Starting with the broader context in which media …