Word-Of-Author Advertising In Textbooks: The Role of Brand Familiarity and Placement Repetition on Recall and Recognition. by Academy of Marketing Studies Journal

Word-Of-Author Advertising In Textbooks: The Role of Brand Familiarity and Placement Repetition on Recall and Recognition.

By Academy of Marketing Studies Journal

  • Publication Date: 2011-01-01
  • Genre: Business & Personal Finance

Book Synopsis

INTRODUCTION Brand placement in the media of popular culture has burgeoned in recent years, projected to reach over 6.3 billion dollars in spending for 2008 (Education Policy Studies Laboratory 2005). In a Bruce Springsteen music video, Born in the USA, the music is accompanied by visual images of Miller beer. Mountain Dew has been liberally sprinkled throughout movies such as Secret Window, while Aquafina caught attention in the hit movie, National Treasure. References to branded products are not, however, confined to the media of entertainment; brand names and logos have also infiltrated academic textbooks. Indeed, a recent mathematics text contains visual or verbal references to Sony, Spalding, Disney, Warner Bros., Burger King and McDonalds (Hayes, 1999).

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