Product Placement; Cinema; Eficácia Comunicativa; Efeitos Cognitivos, Afetivos e Comportamentais
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Communicative Effectiveness of Product Placement Among Portuguese and Spanish Audiences
Abstract: This research project focuses on the effectiveness of product placement in James Bond movies. The results are obtained from a sample of 300 Portuguese and Spanish university students, organized in independent groups at random. Three questionnaires were applied, one for each film as there were different brands in the research corpus, and applied in the sample's native languages. Within the methodological procedure developed by Ángel Rodriguez Bravo of the Universitat …
Published in NOLEGEIN Journal of Advertising and Brand Management · Vol. 5, Issue 2, 2022 · pp. 11–33 Read article