(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
communication tool is still not suitable with new product and sitcom drama in
Thailand because products and services are too much to use as the product placement
in each sitcom drama. It may be useful or beneficial for drama producer, but it is
worthless for the investment.
References
Cristel Antonia Russell (2002).Investigating the effectiveness of Product Placements
in Television Shows : The Role of Modality and Plot Connection Congruence
on Brand Memory and Attitude. Journal of Consumer Research, Dec.
Grigorovici, Dan M. and Corina D. Constantin (2004), “Experiencing Interactive
Advertising beyond Rich Media:Impacts of Ad Type and Presence on Brand
Effectiveness in 3D Gaming Immersive Virtual Environments,” Journal of
Interactive Advertising,Vol 5(1):1-22.
Ian Brennana & Laurie A. Babinb .(2004) Brand Placement Recognition The
Influence of Presentation Mode and brand Familiarity. Journal of Promotion
Management, Vol 10 (1& 2) May:185-202.
Kotler, P.,& Armstrong,G. (2004). Principles of marketing (10 th ed.). Upper Saddle
River, NJ : Pentice Hall.
The Advertising Association of Thailand. (2004). History of Thai Advertising.
Retrieved from http://www.adassothai.com
Wongmontha, Seri (1997). Advertising and Promotion. Bangkok: Thira Film & Site
Text Ltd.
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