A theoretical and empirical study of product placement quality

Based on expert, domain knowledge and experience, academic advice and guidance, as well as an extensive meta-analysis of existing advertising, awareness, involvement, and perception studies, iTVX, in collaboration with OTX Research of California (USA), has concluded a first stage study to examine the efficacy of the iTVX hierarchical model of product placement, quality, and integration impact.

A theoretical and empirical study of product placement quality

Frank ZazzaiTVX, United States

Raymond PettitiTVX, United States

PREFACE

The year of 2005 will be pivotal for product placement and branded entertainment. The industry is desperately trying to...