Since traditional media have become saturated, the technique of product placement has
been attracting growing interest. This research explores new insights concerning viewers' …

… suggests that memory for products placed in a movie should be a function not just of the
executional characteristics of the placement but of audience characteristics (Lehu and Bressoud…

A product placement can be characterized by its prominence and its plot connection. This
research scrutinizes the interaction between these two elements in the context of the consumer …

… Etienne Bressoud can be contacted at: etienne.bressoud@bva.fr … Bressoud is thus inspired
to compare the shopping experience in a virtual store with that gained in a more conventional …

This project provides insights into how multitasking impacts consumer decision-making. The
effect of multitasking on shopping task performance is investigated across three studies. …

… that this fourth hypothesis is validated independently of the repetition due to a first viewing
of the movie, and even if repetition have a positive impact on recall (Lehu and Bressoud, …

… set of hypotheses integrates viewer and viewing characteristics that may affect exposure
conditions to the movie and in turn affect the recall of placements in the film (Lehu and Bressoud…

In this second edition of the MAA classic, exploration continues to be an essential component.
More than 60 new exercises have been added, and the chapters on Infinite Summations, …

While adding to the academic knowledge about product placement, this exploratory research
comforts the advertisers in their communication choice for the technique. It focuses on the …

… Jean-Marc Lehu, Etienne Bressoud. Viewers and brand placement in movies: new insights
about viewers contribute to better understand the effectiveness of the technique. La Londe …