Caracterização da atitude dos consumidores face à utilização do cinema como meio publicitário
作者： André Pereira Gonçalves Silveira
DOI:
关键词:
摘要:
参考文章(29)
Raúl Eguizábal Maza, Historia de la publicidad Celeste Ediciones. ,(1998)
Fred Bronner, Peter Neijens, Audience Experiences of Media Context and Embedded Advertising: A Comparison of Eight Media: International Journal of Market Research. ,vol. 48, pp. 81- 100 ,(2006) , 10.1177/147078530604800106
Erik du Plessis, Recognition versus recall Journal of Advertising Research. ,vol. 34, pp. 75- 91 ,(1994)
Gerard Prendergast, Chan Lai Wah, The effectiveness of cinema advertising in Hong Kong International Journal of Advertising. ,vol. 24, pp. 79- 93 ,(2005) , 10.1080/02650487.2005.11072905
Richard John Neupert, French Animation History ,(2011)
Donald W Jugenheimer, Larry D. Kelley, Advertising Media Planning: A Brand Management Approach ,(2003)
Sharon Shavitt, James Haefner, Pamela Lowrey, Public Attitudes Toward Advertising: More Favorable Than You Might Think Journal of Advertising Research. ,vol. 38, pp. 7- 22 ,(1998)
Mary-Lou Galician, Peter G. Bourdeau, The Evolution of Product Placements in Hollywood Cinema: Embedding High-Involvement "Heroic" Brand Images Journal of Promotion Management. ,vol. 10, pp. 15- 36 ,(2004) , 10.1300/J057V10N01_03
Rui Estrela, None, O elemento audiovisual na publicidade portuguesa Comunicação e Cidadania. Actas do 5º Congresso da SOPCOM. pp. 876- 881 ,(2008)
Bruce A. Austin, CINEMA SCREEN ADVERTISING: AN OLD TECHNOLOGY WITH NEW PROMISE FOR CONSUMER MARKETING Journal of Consumer Marketing. ,vol. 3, pp. 45- 56 ,(1986) , 10.1108/EB008152