The Product Well Placed: The Relative Impact of Placement and Audience Characteristics on Placement Recall
Etienne Bressoud
Université Paris 8 Vincennes Saint-Denis
Jean-Marc Lehu
Université Paris 1 Panthon Sorbonne
Cristel Antonia Russell
University of Auckland
INTRODUCTIONThe last two decades have witnessed an exponential increase in the academic literature on product placements and their effects on consumers. Since Israek D. Nebenzahl and Eugene Secunda’s 1993 article in the InternationalJournal of Advertising and Siva K. Balasubramanian’s Journal of Advertisingarticle on hybrid advertising in 1994, no fewer than 45 scientific articles on product placement have appeared in...