植入标签对视觉产品和品牌接受的影响——一项实证眼动追踪研究

Q1 Business, Management and Accounting

Journal of Marketing Communications Pub Date : 2023-11-18 DOI:10.1080/13527266.2023.2275133

S. Ronft, M. G. Friedrich, Md Sofiullah

引用次数: 0

摘要

植入式广告被认为是一种策略性的广告工具，在广播行业推广商业内容，通过视听媒体促进销售或品牌知名度。考虑……

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Effect of product placement labeling on visual product and brand reception – an empirical eye tracking study

Product placement is regarded as a strategic advertising tool for promoting commercial content in the broadcasting industry to promote sales or brand recognition via audiovisual media. Considering ...

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来源期刊

Journal of Marketing Communications Business, Management and Accounting-Business and International Management

CiteScore

7.70

自引率

0.00%

发文量

期刊介绍： The Journal of Marketing Communications is a double-blind peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management. It is a channel for discussing issues such customer relationship management, integrated marketing communication, together with behavioural foundations of marketing communications and promotion management. The Journal will also consider papers in internal marketing and in the corporate communications domain.