کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1014273 939363 2011 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Can brand image move upwards after Sideways? A strategic approach to brand placements
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Can brand image move upwards after Sideways? A strategic approach to brand placements
چکیده انگلیسی

In today's environment of fragmented mass media and popular technologies, such as DVR and TiVo, it is increasingly challenging for marketers to obtain quality face time with audiences. As more customers try to avoid advertisements, there has been growth in brand placement: the practice of integrating brands into entertainment media, particularly television and film. Brand placement engages the audience, limits viewers’ ability to ignore commercial messages, and even impacts purchase behavior—as evidenced by the surge in Blackstone pinot noir wine sales after the brand's placement in the movie Sideways. Despite the prevalence of this practice, however, the industry often operates in a somewhat unfocused manner. In this article, we draw from academic literature and industry publications, offer insight regarding the growing popularity of brand placements, and suggest a specific set of guidelines to enhance the efficacy of placements in accomplishing a brand's marketing objectives.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Business Horizons - Volume 54, Issue 1, January–February 2011, Pages 41–49
نویسندگان
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