Product placement in video games as a marketing strategy: an attempt to analysis in Disney company

Preprint OPEN
Elena Pardo; Inés Küster Boluda; Torpong Suemanotham;
(2010)
  • Subject: product placement strategies, effectiveness, qualitative study estratategias de product placement, eficacia, estudio cualitativo
    • jel: jel:M37 | jel:M3
    acm: ComputingMilieux_PERSONALCOMPUTING

Esta investigación de carácter cualitativo que se aproxima al método del caso intenta examinar la aplicación de la estrategia del product placement en el ámbito de los videojuegos a fin de identificar las diferencias en enfoques de product placement más clásicos y aquel... View more
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