Handbook of product placement in the mass media : new strategies in marketing theory, practice, trends, and ethics

• Other Authors: Galician, Mary-Lou (Editor)
• Format: Book
• Language: English
• Published: New York : Routledge, c2004
• Subjects: reklama a propagace > Spojené státy americké; masmédia > Spojené státy americké; reklama a propagace > etické a morální aspekty; reklamní strategie; strategický marketing; advertising > United States; mass media > United States; advertising > ethical and moral aspects; advertising strategy; strategic marketing; příručky; handbooks, manuals, etc
• ISBN: 0789025345; 0-7890-2535-3
• Physical Description: 288 s. : il. (některé barev.) ; 23 cm

Table of Contents:

• From the guest editor
• The practice of product placement
• Controls on product placement
• Case studies of product placement
• Commentary
• Interviews
• Media review
• Roundtable
• Resource guide