Impact of product placements in films on consumers' behaviour

While traditional advertising has been compromised and discredited by consumers, product placement is becoming an important tool used by marketers and communicators. The alternative to use such a technique in entertainment media, especially in films, is seducing, even for consumers. This book aimed at investigating on the impact of product placements in films toward consumers' behaviour. It also goes deeper in its ability to create brand awareness, brand recall but also factors which trigger purchase intention. Results of this book have been supported by a primary and secondary research made on French filmgoers.

Autorentext

Maëlys Debatisse is a student at the Dublin Business School. Passionate by marketing and cinema, it has been the perfect springboard in order to enter the professional market and start my career.