Moviegoers’ response to product placement: a mise-en-scene analysis. / Nappolini, Marco; Hackley, Chris.

Egham : Royal Holloway School of Management, 2008. (School of Management Research Paper Series).

Research output: Working paper

Published

Standard

Moviegoers’ response to product placement: a mise-en-scene analysis. / Nappolini, Marco; Hackley, Chris.

Egham : Royal Holloway School of Management, 2008. (School of Management Research Paper Series).

Research output: Working paper

Harvard

Nappolini, M & Hackley, C 2008 'Moviegoers’ response to product placement: a mise-en-scene analysis' School of Management Research Paper Series, Royal Holloway School of Management, Egham. https://doi.org/978-1-905846-17-7

APA

Nappolini, M., & Hackley, C. (2008). Moviegoers’ response to product placement: a mise-en-scene analysis. (School of Management Research Paper Series). Royal Holloway School of Management. https://doi.org/978-1-905846-17-7

Vancouver

Nappolini M, Hackley C. Moviegoers’ response to product placement: a mise-en-scene analysis. Egham: Royal Holloway School of Management. 2008 Jul. (School of Management Research Paper Series). https://doi.org/978-1-905846-17-7

Author

Nappolini, Marco ; Hackley, Chris. / Moviegoers’ response to product placement: a mise-en-scene analysis. Egham : Royal Holloway School of Management, 2008. (School of Management Research Paper Series).

BibTeX

@techreport{56e338f50da84eca9970ad2e86c66c6c,
title = "Moviegoers{\textquoteright} response to product placement: a mise-en-scene analysis",
abstract = "Product placement is a form of marketing promotion which is attracting increasing attention from practitioners and academic researchers. To date, most management research in the field has conceptualized product placement in terms of information exposure which accesses semantic memory, ignoring the media context of dramatic entertainment and its potential influence on the meanings of the brand. This paper offers a new conceptualization of product placement as dramatic entertainment. It takes a holistic approach, adapting a mise-en-scene analytical framework from film theory to draw out the potential meanings of the brand within the movie context. The implications for marketing research practice and for interpretive marketing theory are discussed.",
keywords = "Product placement, brand placement, entertainment marketing, mise-en-scene, film theory",
author = "Marco Nappolini and Chris Hackley",
note = "School of Management Working Paper SoMWP0802<br /> ISBN: 978-1-905846-17-7",
year = "2008",
month = jul,
doi = "978-1-905846-17-7",
language = "English",
series = "School of Management Research Paper Series",
publisher = "Royal Holloway School of Management",
type = "WorkingPaper",
institution = "Royal Holloway School of Management",

}

RIS

TY - UNPB

T1 - Moviegoers’ response to product placement: a mise-en-scene analysis

AU - Nappolini, Marco

AU - Hackley, Chris

N1 - School of Management Working Paper SoMWP0802<br /> ISBN: 978-1-905846-17-7

PY - 2008/7

Y1 - 2008/7

N2 - Product placement is a form of marketing promotion which is attracting increasing attention from practitioners and academic researchers. To date, most management research in the field has conceptualized product placement in terms of information exposure which accesses semantic memory, ignoring the media context of dramatic entertainment and its potential influence on the meanings of the brand. This paper offers a new conceptualization of product placement as dramatic entertainment. It takes a holistic approach, adapting a mise-en-scene analytical framework from film theory to draw out the potential meanings of the brand within the movie context. The implications for marketing research practice and for interpretive marketing theory are discussed.

AB - Product placement is a form of marketing promotion which is attracting increasing attention from practitioners and academic researchers. To date, most management research in the field has conceptualized product placement in terms of information exposure which accesses semantic memory, ignoring the media context of dramatic entertainment and its potential influence on the meanings of the brand. This paper offers a new conceptualization of product placement as dramatic entertainment. It takes a holistic approach, adapting a mise-en-scene analytical framework from film theory to draw out the potential meanings of the brand within the movie context. The implications for marketing research practice and for interpretive marketing theory are discussed.

KW - Product placement

KW - brand placement

KW - entertainment marketing

KW - mise-en-scene

KW - film theory

U2 - 978-1-905846-17-7

DO - 978-1-905846-17-7

M3 - Working paper

T3 - School of Management Research Paper Series

BT - Moviegoers’ response to product placement: a mise-en-scene analysis

PB - Royal Holloway School of Management

CY - Egham

ER -