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A Comparison of Product Placements in Movies and Television ...

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158 HANDBOOK OF PRODUCT PLACEMENT IN THE MASS MEDIA<br />

Gould, Stephen J., Gupta, Pola B., <strong>and</strong> Grabner-Krauter, Sonja (2000, W<strong>in</strong>ter). <strong>Product</strong><br />

placements <strong>in</strong> movies: A cross-cultural analysis <strong>of</strong> Austrian, French, <strong>and</strong> American<br />

consumers’ attitudes toward this emerg<strong>in</strong>g <strong>in</strong>ternational medium. Journal <strong>of</strong><br />

Advertis<strong>in</strong>g, 29(4), 41-58.<br />

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<strong>of</strong> prom<strong>in</strong>ence <strong>and</strong> mode on audience recall. Journal <strong>of</strong> Current Issues <strong>and</strong> Research<br />

<strong>in</strong> Advertis<strong>in</strong>g, 20(1), 47-59.<br />

Graser, Marc (2003, June 9). Br<strong>and</strong> recognition: Entity to evaluate worth <strong>of</strong> product<br />

placement. Daily Variety, 279(44), 5.<br />

Ong, Beng Soo, <strong>and</strong> Meri, David (1994). Should product placement <strong>in</strong> movies be<br />

banned? Journal <strong>of</strong> Promotion Management, 2(3/4), 159-175.<br />

Russell, Cristel Antonia (2002, December). Investigat<strong>in</strong>g the effectiveness <strong>of</strong> product<br />

placements <strong>in</strong> television shows: The role <strong>of</strong> modality <strong>and</strong> plot connection congruence<br />

on br<strong>and</strong> memory <strong>and</strong> attitude. Journal <strong>of</strong> Consumer Research, 29(3),<br />

306-318.

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