Illustrating a systematic approach to selecting motion pictures for product placements and tie-ins

Ignacio Redondo and Morris B Holbrook

Previous literature has inadequately facilitated the systematic selection of motion pictures for promotional actions.

Illustrating a systematic approach to selecting motion pictures for product placements and tie-ins

Ignacio RedondoUniversidad Autónoma de Madrid

Morris B. HolbrookColumbia University

An unprecedented proliferation of product placements and campaigns...

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