Le placement de marques dans les films : vecteur de communication transgénérationnelle ?

Olivier LAMOTTE, Jean-Marc LEHU

Using 15 different movies on DVD, spontaneous recall and assisted recall of brand placements in a movie are compared for a group of 1,000 seniors (50 years old individuals and older) and a group of 2,063 juniors (20 years old individuals and younger). Results show that brand placement in movies has a different impact according to the age of the individuals.

Publication type: 
Scientific Article
Date de parution: 
Management et Avenir