Product integration - the gold behind the American Music Awards

ABC in partnership with OMD conducted research to understand the advertising impact of a product integration during the American Music Awards (AMAs) telecast on November 14, 2004.

Product integration: the gold behind the American Music Awards

Beth UyencoOMD, United States

Rachel Mueller-LustABC Television Network, United States

PREFACE

Using a nationally representative sample of television viewers, a pre-wave telephone survey was conducted...