Chapter 1 Introduction 1.

1 Background
Product placement is increasing into movies, TV programs, and computer games. The marketers and movie producers now frequently use placement as the promotion medium for products or brands. They communicate the product properties to targeted customers by the way of involving the actors or actress with marketing use of the product or with mention of the brand to eliminate the audiences resistance and also enhance consumer preference for the product or brand.

1.2 Conceptual Underpinnings of the Study

Our study is focus on what product placement strategies should be employed by marketers and used in different media. general definition of product placement for

different media such as movie, television program, maga!ines, radio, and etc... , that product placement is a paid product message aimed at influencing audience by the planned into different media. "n the literature most of the research focused on categori!ation or characteristics of different placement or their impact in consumers brand memory. #upta and $ord %&''() propose that any of those modes can be distinguished. "n the scene or where the product is made highly visible by si!e or power and the position on screen.
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*abin and +ater %&'',) found evidence of product recognition in film whereas the research of #upta and $ord %&''() is more fine-tuned. they found a higher recall of the product after distinguished product placement than after subtle product placement. +hartier %/000) brand recognition is significantly including the distinguishing of the placement but it has a negative effect on recall. 1ussell %/00/) has investigated the role of modality %visual and auditory) and plot connection has the same in relation to the effectiveness of product placement. The research results indicate that the audio placing strategy relevant research is the less. Visual and the audio-visual placing strategy will be a trend in the future. Prominent placement is more effective to participants than subtle placement. The implement way in integrated has already growing rapidly than the "mplicit PP$ way. s the new types of media, video game, "nternet, music video may play a dominant role in the future, the concerning research should be continue.

1.3 Research Purpose and Question

The product placement is originally a marketing strategy that markets a movie only. 2owadays, it is a new marketing strategy that many television and radio media, industry, and ventures will adopt. also, it gradually becomes a controversial issue in Taiwans society.

3ince the product placement has already become a popular issue which in the public relation environment, it is necessary to e4plore. This study is focus on how to utili!e the different placing strategy and media to make ma4imum benefits to marketers. "n light of aforementioned ob5ectives, three ma5or research questions to be addressed in this article are provided as follows6 &. 7hich mode of media is the highest used in research of product placement8 /. 7hich placing strategy used in product placement is the most effective8 9. 7hich degree on product placement has more effective to product placement8 7hich way of implement has more effective to product placement8

Chapter !o "I #R$ U# R#%I#&

2.1 Product Place'ent

Product placement can also be called brand placement. general definition of

product placement for the content of movie or television program is a paid product message aimed at influencing movie or television audience by the planned into a movie or television program %*alasubramanian, &'':). "n order to increase brand awareness, influence the consumers attitude positively toward the product, and also increase the willingness for the consumer to purchase the products. There have been few studies focused on categori!ation or characteristics of different product placement. *alasubramanian %&'':) defined product placement as a ;paid product message aimed at influencing movie %or television) audience via the planned and unobtrusive entry of a branded product into a movie %or television program)<. Product placement can also be called ;the inclusion of a brand name product package, signage, or other trademark merchandise within a motion pictures, television show, or music video< %3teort! &'(=, p.//). in addition, the research of *aker and +rawford %&''>, p./) has also shown that ;the inclusion of commercial products or services in any form in television of film productions in return for some sort of payment from the advertiser<. ?owever, @arrh %&''() considered that some studies didnt mention some parts. 3teort!s %&'(=) definitions only considered visual stimuli and neglected the paid

nature of product placement. *oth *alasubramanian %&'':) and *aker and +rawford %&''>) definitions have found that the form of placement media but limit the media involved to motion pictures and television shows. s its discussed below, brand placement cannot always be considered ;unobtrusive<. also, product placement have many forms which involved video games, music videos, *roadway shows, broadcasts, and even novels. Therefore, @arrh%&'':) considered that the brand placement is better defined as the paid inclusion of branded products or brand identities, through audio andAor visual means, within mass media programming. To sum up, product placement is a way that through the advertisers by paid or sponsored product to the media makers, including television shows, video games, movies and novels, etc. "n order to switch the mode of product placement which have involved Visual Only, udio Only, udio with Visual. with these ways, it can help consumer to recogni!ed brand and +orporate "dentity 3ystem involved to the story. Thus, the brand can be e4posure by naturally and unobtrusively ways to the consumer. The final ob5ect is to establish consumers cognition and attitude. also, to impel their purchase behavior.

2.2 (odes of Product Place'ent

There have been many researchers found different aspect of product placement. 1ussell %/00/) has investigated the modality %visual and auditory) and the connection
>

of plot has the same relation to the effectiveness of product placement. The research results show that brand recognition improves when modality and plot connection are differently. "n addition to the definition of the product placement that mentioned in the study, we will also take a deep research into the way of product placement and the applied cases. Product placement can be classified by the form of e4pression or the strategies. #upta and $ord %&''() had distinguished the product placement into three modes by following the placing strategy of product placement. The three modes are as follows6 &. Visual Placement %, V"3)6 There is only the appearance of the product, service, brand name, logo, or the other visual elements that can be identified to a brand. /. udio Placement %, BC)6 The authors in the program report the product, service, brand name, logo, or they e4press the relevant information of brand with any kinds of audio form. 9. +ombined udio-Visual Placement %, V)6 3howing a brand and at the same time mentioning the brand name or conveying a brandrelevant message in audio form. *esides, #upta and $ord %&''() also distinguished the product placement into two modes by the strategic purpose. They based on the degree of product placement and how obvious it is. The two modes are as follows6
,

&.

Prominent Product Placement %)6 "t means that in the visual

form, there are obvious arrangements which include a big si!e or a big range appearance of the brand-relevant message. and in the audio form, the authors in the program report the brand name repeatedly or in a single sentence. /. 3ubtle Product Placement %)6 it means that in the visual form,

there is only a small range of the brand-relevant message appear in the screen. however, in the audio form, the brand name will be conveyed with a conversation or in a non-single sentence way. ccording to the three modes and the two degree, we can combine them into si4 specific modes as follows6

Dodes of Product Placement ppearance Visual Placement Cegree of Obvious Prominent Placement Prominent Visual Placement udio Placement Prominent udio Placement
udio-Visual Placement

Prominent udio-Visual Placement

Product Placement

3ubtle Placement

3ubtle Visual Placement

3ubtle udio Placement

3ubtle udio-Visual Placement

1eference comes from6 #upta and $ord %&''() Doreover, 1ussell %&''() used three dimensions to describe the way of product placement6 &. 3creen Placement %) means the product and its logo are purely visible. /. 3crip placement %A) is a way to convey the purely audio. Verbal placement when the actors or a voice-over pronounces the relevant message, perhaps 5ust the brand name.

9. Plot placement %). This type of placement is particular characteristic for the Eames *ond movies. "t is a way to set the product into the TV shows and become part of it, then combine the visual and audio placement, in order to promote the reality of the TV shows. Then, according to the strategies how the product placement be implemented, d sous and 3equin %&''') classified product placement into two types6 implicit PP$ and integrated e4plicit PP$6

&. "mplicit PP$. n implicit PP$ is the brand, the firm or the product is present within the program without being formally e4pressed6 its a passive role. For instance, in a qui! the participants and the host wear clothes with the sponsors logo.

/. "ntegrated e4plicit PP$.

PP$ is integrated e4plicit when the brand or the firm is

formally e4pressed within the program6 it plays an active role. For instance, in a qui! the questions asked to the participants concern the sponsors products.

s the theory above, they can be briefly classified into two ways. One is based on the perception of placement %e4pressive form)6 &. Visual Only %V"3), udio Only % BC), and udio with Visual % V). /. 3creen Placement%), 3crip Placement%A), and Plot Placement%). nd the other one is based on the strategic purpose %also the prominent degree of product placement)6 &. Prominent Placement %) and 3ubtle Placement % ). /. "mplicit PP$%) and "ntegrated e4plicit PP$% !"#).

"t can be obviously known that the different modes of product placement both affect consumers purchase interest and the marketing effect. Product placement can lead consumers to have positive emotion and approval on product.

'

2.3 $I)$
Darketing is a kind of process that includes a number of different ob5ectives. Gach part will be reached in rotation before the consumer takes every step of purchasing the product. nd its widely adopted marketing theory model called "C . "n this research, the "C theory will be taken at the basic theory. Gdward 3trong %&'/>) developed the "C model, breaks down the sequence of events to6

- ttention

" - "nterest

C H Cesire

- ction

The first stage describe that advertising grab the audiences attention primarily, then it can be successful in attract to its audience. %Fill, /00/). 3econdly, make the audiences interested to the idea of the product or service. third, the potential customer will desirable to the product or service. The final stage that 3trong %&'/>) indicated that getting the consumer to take action because of their desire for the product %Fill, /00/).

&0

2.* Storytelling approach to 'arketing

Gveryone likes to listen to stories. human being naturally can accept the narrative narration easier than the other kind of narration. story can be quickly conveying

values through the story teller in a simple form. That means, this kind of storytelling approach to marketing can convey the product value fast and accurate. ccording to ?aung%/00,), he defines the storytelling marketing as a marketing communication which is carrying out through the way of storytelling. *esides, Da4well and Cickman %/00=) indicate that ;the secret of selling is what it has always been a good story<. it means there must have stories sell then a product can be sold. Through the connective relation between stories and marketing, it can be known that storytelling marketing is a marketing strategy combining the brand story and the product image. Therefore, the storytelling marketing strategy has already been a necessary marketing strategy. The kind of marketing strategy can arouse consumers imagination and interesting to the product and brand. Eust like the ;"nterest< and ;Cesire< elements in the "C mode.

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Chapter hree (# +,),",-.

This study uses the meta-analysis methodology to assess the effect of different media in product placement. Deta-analysis is also called 3ystematic 1eview. Detaanalysis is the statistical technique for combining data from previous studies. wide

variety of questions can be investigated by using meta- analysis. 7hen the treatment effect %or effect si!e) is consistent from one study to the ne4t, meta-analysis can be used to identify this common influence. 7hen the influence varies from one study to
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the following studies, meta-analysis may be used to identify the reason for the variation. To e4amine current trends of data analysis procedures employed by product placement in different media, this study made e4tensive search for relevant research articles from the following four academic researches6 Babina, L.A. and Carder, S.T. (1996), Viewers Recognition of Brands !aced "it#in a $i!%, &nternationa! 'o(rna! of Ad)ertising, *(+ta, . B. and ,.R. Lord (199-), rod(ct !ace%ent in .o)ies/ t#e 0ffect of ro%inence and .ode on A(dience Reca!!, 'o(rna! of C(rrent &ss(es and Researc# in Ad)ertising. erc1, L (2336), Are rod(ct !ace%ent 0ffecti)e4 &nternationa! 'o(rna! of Ad)ertising, Vo!. 25 &ss(e1. R(sse!!, C.A. (2332), &n)estigating t#e 0ffecti)eness of rod(ct +!ace%ent in Te!e)ision S#ows/ T#e Ro!e of .oda!it1 and !ot Connection Congr(ence on Brand .e%or1 and Attit(de, 'o(rna! of Cons(%er Researc#, Vo!. 29, 6ece%ber. The focus was on scholarly articles employing quantitative approaches to e4amine the effective on product placement in different media. total of 9> articles were included in the final data analysis ma5or

category being analy!ed include6 Television Movie Magazine

&9

Video game Internet Others

Chapter /our )ata $nalysis

To e4amine current trends of data analysis procedures employed by product placement in different media, this study made e4tensive search for relevant research articles from the following four academic databases6 Babina, L.A. and Carder, S.T. (1996), Viewers Recognition of Brands !aced "it#in a $i!%, &nternationa! 'o(rna! of Ad)ertising, *(+ta, . B. and ,.R. Lord (199-), rod(ct !ace%ent in .o)ies/ t#e 0ffect of ro%inence and .ode on A(dience Reca!!, 'o(rna! of C(rrent &ss(es and
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Researc# in Ad)ertising. erc1, L (2336), Are rod(ct !ace%ent 0ffecti)e4 &nternationa! 'o(rna! of Ad)ertising, Vo!. 25 &ss(e1. R(sse!!, C.A. (2332), &n)estigating t#e 0ffecti)eness of rod(ct +!ace%ent in Te!e)ision S#ows/ T#e Ro!e of .oda!it1 and !ot Connection Congr(ence on Brand .e%or1 and Attit(de, 'o(rna! of Cons(%er Researc#, Vo!. 29, 6ece%ber. The focus was on scholarly articles employing quantitative approaches to e4amine the effective on product placement in different media. total of 9> articles were included in the final data analysis ma5or

category being analy!ed include6 Television Dovie Daga!ine Video game "nternet Others

a0le 1 (a1or Statistical (edia Used in Product Place'ent 22333423356

ypes of (edia /re7uency of different 'edia used 0y years otal echni7ues used

&>

IearsA 2o. of articles

233 3 1

233 1 1 0

233 2 * &

233 3 2 /

233 * 2 &

233 8 2 &

233 9 : 9

233 : 3 &

233 ; * /

233 5 5 :

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Television Dovie 1adio Daga!ine Video game "nternet Others

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:9K

& 0

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L"f the same media used more than once in an article, it is counted as one media. 3ome articles used
more than one media. the total media used e4ceeded the total number of articles reviewed. descriptive statistics is counted if it is used for ma5or data analysis.

Major Statistical Media Used in Product Placement (2000-2009) 5 4 3 2 1 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 #ears
$e"evision Movie %adio Magazine Video game Internet Others

s " ! i t r a . o N

&,

Others 14&

Internet 9&

$e"evision 42&

$e"evision
Video game 9& Magazine 3& %adio 3& Movie 20&

Movie %adio Magazine Video game Internet Others

The classified types of media were presented in Table &, showing the number of articles in each category and the total percentage of the articles they represented, for each year and overall. 2otes that articles that were classified as multi- media. 3ince then these approaches have become more popular, the overall percentages of studies on television is :9K %&> articles), movie/0K %= articles), radio 9K %& articles), maga!ine9K %& articles), video game 'K %9 articles), "nternet 'K % 9 articles), respectively. mong those classified in ;others<, , articles %&=K) were found investigating the use of multi-media in improving the media area. The study of television tools as assessments reached the peak in /00', with an overall percentage of :9K %&> articles). 1esearch studies that e4amined the use of multimedia were the predominant type in articles published in /00:. "t has become less common after /00>, with an overall percentage of /0K %= articles). Video game essay entered the research community in /00,. three articles reviewed in this study
&=

investigated %*alasubramanian, @arrh, MPawardhan, /00,).

a0le 2 (a1or Statistical Placing Strategy Used in Product Place'ent 223334 23356
ypes of (odes Dodes of Product Placement ppearance otal echni7ues used

IearsA 2o. of articles

233 3 2

233 1 1

233 2 *

233 3 2

233 * 2

233 8 3

233 9 9

233 : *

233 ; 8

233 5 5

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udio Visual udio-Visual Others

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&

,K

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: 0

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/ 9

9 >

&= &>

:'K :9K

&

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9K

Others 3&

'(dio 6&

'(dio
'(dio)Vis(a" 43& Vis(a" 48&

Vis(a" '(dio)Vis(a" Others

"n Table /, the placing strategy in product placement were coded, showing the number of articles in each category and the total percentage of the articles they represented, for each year and overall. 2ote that articles that were classified as different modes. 3ince then these approaches have become more popular, the overall percentages of studies on udio 3trategy using rate is ,K %/ articles), Visual 3trategy :'K %&= articles), and udio-Visual 3trategy :9K %&> articles). mong those classified in ;others<, & article %9K) was found investigating the way of placing strategy in product placement.
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a0le 3 (a1or Statistical Pro'inent )egree on Product Place'ent 223334 23356

ypes of (odes Dodes of Product Placement ppearance otal echni7ues used

/0

IearsA 2o. of articles

233 3 3

233 1 1

233 2 *

233 3 2

233 * 1

233 8 1

233 9 8

233 : 3

233 ; 9

233 5 5

J 9>

3ubtle Prominent

&

&

&

&

&0

/'K

&

/>

=/K

*(+t"e 29&

,rominent 71&

*(+t"e ,rominent

"n Table 9, the prominent degree on product placement are presented, showing the number of article in each category and the total percentage of the article they represent, for each year and overall. s noted in the statisticalAmathematical analyses, some articles focused on more than one of the categories of modes whiles others do
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not discuss some of the categories at all. The most commonly studied modes of product placement appearance are prominent mode %,,K) and subtle mode %/'K).

a0le * (a1or Statistical &ays of I'ple'ent in Product Place'ent 223334 23356

ypes of (odes (odes of Product Place'ent $ppearance otal echni7ues used

//

IearsA 2o. of articles

233 3 3

233 1 1 &

233 2 * /

233 3 2 0

233 * 1 &

233 8 1 0

233 9 8 /

233 : 3 &

233 ; 9 /

233 5 5 &

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"mplicit PP$ %) "ntegrated e4plicit PP$ %#)

&0

/'K

&

/9

=/K

Im-"i!it ,,. 29&

Integrated e/-"i!it ,,. 71&

Im-"i!it ,,. Integrated e/-"i!it ,,.

The classified types of modes were presented in Table :, showing the number of articles in each category and the total percentage of the articles they represented, for each year and overall. 2ote that articles that were classified as different modes. 3ince then these approaches have become more popular, the overall percentages of studies on implicit is /'K %&0 articles), integrated e4plicit,,K %/9 articles), among those classified in ;others<, / articles %,K) were found investigating the way of implement.

/9

Chapter /i<e Conclusion and Suggestion

ccording to the results in chapter :, this study draws the following conclusion6

8.1 Conclusions
This study identified and tabulated research methods and data analysis procedures
/:

from studies in different media of product placement over the past &0 years. "n addition, it also identified the types of media, placing strategy, prominent degree on product placement, and the ways of implement were applied. Percentages of frequently used statistical techniques, research designs, types of media used in product placement were presented annually so that their trends and practices can be assessed. &. "n the ma5or statistical Dedia used in product placement %/000-/00') presents as a myriad of media, showing the number of articles in each

category and the total percentage of the articles they represented, for each year and overall. 2otes that articles that were classified as multi- media. 3ince we have mentioned above then these approaches have become more popular, the overall percentages of studies on television is the highest :9K, the other as follow6 movie/0K, radio 9K, maga!ine9K, video game 'K, "nternet 'K, respectively. These data indicate that research in product placement increase rapidly over the past ten years. Those highly favored television are areas already investigated. therefore, future study may switch to those less investigated modes. 3ince television has been research for a period of time, Dulti-media of radio and maga!ine are less investigated modes may either with ma5or degree

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of importance or not important at all. They need to be verified by further studies. s the new types of media, video game, "nternet, music video may play a dominant role in the future, the concerning research should be continue. /. ccording to the research topic from the literature collected randomly in this study, literature were coded and tabulated to audio, visual, and audiovisual placing strategy in product placement. From the statistical analysis in table /, it is evident that research on audio placing strategy is lowest. "t only investigated on /00: and /00,. showing that the decline of audio placing strategy and also correlates with the low percentage of radio relevant research in table&. The vast dominance of descriptive statistics used in research on placing strategy in product placement is the visual placing strategy, and the second one is the audio-visual placing strategy. "n terms of table /, the visual placing strategy was investigated in a large number from /00/, and it was sustained and continued. nd the researches investigated on audio-visual placing strategy were only ne4t to the visual placing strategy. nd this kind of researches were not only appears on an average level over the past ten years, but also increased by years. "t shows that the relevant research reach the peak on /00', which were >.
/,

*esides, there was a research mentioned about the placing strategy on olfaction. For e4ample, there will be some marketer set a place in supermarkets or shopping malls, they cook their food product and provide costumers eat for free. The smell can attract people to eat the food and interest their purchase desire. The same placing strategy can also be implemented in department store. +ounter sells in perfume counter will distribute the Perfume Testing Paper so that customers can smell the perfume before they buy the product. The table shows only one research investigated this kind of placing strategy in /00'. 9. "n table 9, the finding supports that prominent placements would be more effective than subtle placement used by media, when it has more information with brand placed and noticeable figures that reinforce strong possibility to attract viewers. ccordingly, prominent placement leads better awareness of placement and more positive affective reaction than subtle placement. The results of the analysis to the degree of product placement indicate that prominent placement is more effective to viewers than subtle placement and in agreement with #upta and $ord %&''() that prominence can draw viewer more attention. Prominent placement provides more information about product brand in media.

/=

:. This table has the same strategic in ways of implement and degree, two of these is to evaluate the way of product placement, according to the result of the research , "ntegrated e4plicit PP$ is the most effects. The implement way in integrated have already got =/K, and from the table, its showing that the implement in integrated e4plicit growing rapidly. %GN6 cocktail in the famous drama se4 and the city) On the contrary, the implement in "mplicit PP$ in the research from the past ten years, its cease to moving. This research basic is from d sous and 3equin%&''') classified product placement into two types6 implicit PP$ and integrated e4plicit PP$. 7hat deserves to be noticed is that the marketers had already known the benefit of integrated e4plicit, but the implicit should have more opportunities to be developing.

8.2 Research "i'itations

The research has a number of unavoidable limitations and it is important to address them. The method of this research is based on meta-analysis. researcher had collected the thesis of the past ten years that have related to the product placement. From the thesis, researcher found out that it was hard to find the thesis before /00>. then
/(

researcher almost based the information after /00>. s the result, the conclusion may not have well balanced.

8.3 /uture Research Suggestion

"n the future, there are still some directions can be discussed more deeply6 From this study, it is showing that the movie and television has taken the biggest percentage than the other media, the researcher suggested the other researchers can do the different effect in different media research. On the other side, the statistic data in this study proves that those highly favored placing strategy such as visual and audiovisual are areas already investigated. therefore, future study may switch to the less investigated placing strategy-audio. ?owever, the data also indicates there were in lack of relevant researches on olfaction placing strategy %$%&). Then, maybe the other researchers can found an effect placing strategy only in visual or audio. 1esearchers think it may bring a new benefit in audio media. "t is recommended that future study can discussed and investigated more deeply in these area such as multi-media of radio and maga!ine, that are less investigated modes may either with ma5or degree of importance or not important at all. They need to be verified by further studies. s the new types of media, video game, internet, music video may play a dominant role in the future, the concerning research should be continue.

/'

>.: Research Contri0ution 2general conclusion6 This study has its contributed in these two dimensions6 &. a. cademia6 dvance the understanding of the definition and application of multimedia in product placement and marketing strategy. b. contribution of new directions for future research.

/. Practicality6 a. 3uggestions for those marketers which want to adapt different media placing strategy as one of advertising methods.

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of Prominence and Dode on udience 1ecall. 'o(rna! of C(rrent &ss(es and Researc# in Ad)ertising, /0%&), :=->'. &(. #ardner, D. P., ndrew, . D., M 1usso, E. G. %&'(>). $ow "nvolvement 3trategies for Processing dvertisement. 'o(rna! of Ad)ertising, &:, :-&/. &'. #alician, D. $. %/00>). ?andbook of Product Placement in the Dass Dedia. 2ew 3trategies in Darketing Theory, Practice, Trends, and Gthic. *est *usiness *ooks. /0. ?udson, 3., M ?udson, C. %/00,). *randed Gntertainment6 2ew

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Placement in 3uccessful Films6 n Gvent 3tudy nalysis. 'o(rna! of .ar8eting, Vol. =9 "ssue :, p::-,9, /0p, = charts, & diagram, & graph. /,. 2orris +. G., M +olman, . D. %&''9). +onte4t Gffects on 1ecall and 1ecognition of Daga!ine dvertisements. 'o(rna! of Ad)ertising, /&%9), 9=:,. /=. 2elson, D. 1. %/00/). 1ecall of *rand Placements in +omputerAVideo #ames. 'o(rna! of Ad)ertising Researc#, :/%/), (0-'/. /(. Park, C., $ee, E., M and ?an, ". %/00=). The Gffect of On-$ine +onsumer 1eviews on +onsumer Purchasing "ntention6 The Doderating 1ole of "nvolvement. &nternationa! 'o(rna! of 0!ectronic Co%%erce,&&%:), &/>-&:(. /'. Pamela Diles ?omer %Fall/00'). Product Placements6 The "mpact of Placement Type and 1epetition on ttitude. 'o(rna! of Ad)ertising, Vol. 9( "ssue 9, p/&-9&, &&p, / charts, / graphs. 90. Product placement at Sourcewatch.org. 9&. 1ussell, +ristel . and Dichael *elch %/00>). Danagerial "nvestigation

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Ad)ertising, 9> %&), =-&(. 9:. Siva K. alasu!ramanian, "ames Karrh and #emant Patwardhan %/00,), udience 1esponse to Product Placements6 n "ntegrative Framework and Future 1esearch genda. 'o(rna! of Ad)ertising, 9> %9), &&>&:&. 9>. Thomas Dackay, Dichael Gwing, Fiona 2ewton, and $ydia 7indisch %/00'). The Gffect of Product Placement in +omputer #ames on *rand ttitude and 1ecall. &nternationa! 'o(rna! of Ad)ertising, Vol. /( "ssue 9, p:/9-:9(, &,p, 9 charts. 9,. Bnnave, ?. 1ao and 1obert G. *urnkrant %&''&). n "magery- Processing View of the 1ole of Pictures in Print dvertisements, 'o(rna! of .ar8eting Researc# ,//,-/9&.

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