What are the effects of a combination of advertising and brand placement?
| Authors | |
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| Publication date | 2010 |
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| Book title | Advances in Advertising Research (Vol. 1) |
| Book subtitle | Cutting Edge International Research |
| ISBN |
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| ISBN (electronic) |
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| Series | European Advertising Academy |
| Event | 8th International conference on research in advertising (ICORIA), Klagenfurt, Austria |
| Pages (from-to) | 363-376 |
| Publisher | Wiesbaden: Gabler |
| Organisations |
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| Abstract | The effectiveness of traditional advertising is increasingly debated (Lemonnier, 2008; Redondo and Holbrook, 2008). Traditional advertising is increasingly avoided (Bronner and Neijens, 2006; Franz, 2000). Therefore, advertisers try to find new ways to reach their target groups. |
| Document type | Conference contribution |
| Language | English |
| Published at |
https://doi.org/10.1007/978-3-8349-6006-1_24
(Final published version)
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