Le placement de marques dans les films : apports du cadre théorique de la mémoire implicite et proposition d'une méthodologie
AbstractThe aim of this communication is to present a theoretical framework, based on the implicit memory theory, to explain the persuasive effects of brand placements. In order to test this framework, an experimental methodoly is then proposed, that allows control of the external factors and offers realism to the spectators.
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Bibliographic InfoPaper provided by Paris Dauphine University in its series Economics Papers from University Paris Dauphine with number 123456789/4235.
Date of creation: 2001
Date of revision:
Publication status: Published in Cahiers DMSP, 2001
Marketing communication; Implicit Memory; Product Placement; Persuasion; Communication marketing; Mémoire implicite; Mémorisation; Placement de produits;
Find related papers by JEL classification:
- L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
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