The Product Well Placed: The Relative Impact of Placement and Audience Characteristics on Placement Recall
UniversitÃ© Paris 8 Vincennes Saint-Denis
UniversitÃ© Paris 1 Panthon Sorbonne
Cristel Antonia Russell
University of AucklandINTRODUCTION
The 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...