Titlebook: Advances in Advertising Research IX; Power to Consumers Verolien Cauberghe,Liselot Hudders,Martin Eisend Book 2018 Springer Fachmedien Wies

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https://doi.org/10.1007/978-3-319-67813-9 using the product to write the title of the track. The usage and incorporation of a brand into a storyline is an advertising technique known as embedded advertising, as the brand is embedded into the content (Bhatnagar et al., 2003). Although this practice is used in other forms of media such as te

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https://doi.org/10.1007/978-3-319-67813-9 Until recently, there was a clear divide between TV content and online video. TV programs were mainly delivered through linear platforms (cable/satellite) while online video was delivered over the Internet.

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Borderlands in World History, 1700-1914hree percent of all American households own at least one device to play video games with forty-two percent of the Americans playing video games on a regular basis (at least 3 hours per week) (Entertainment Software Association, 2015). It is predicted that the revenue of the digital game industry wil

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Borderlands in World History, 1700-1914 2.2 billion people from all socio-demographic backgrounds are now spending more and more of their leisure time playing games. As a consequence, revenues from the global games industry are expected to reach $108.9 billion by the end of 2017, making it the largest entertainment sector worldwide (Newz

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Borderlands in World History, 1700-1914 advertise brands in a less obtrusive and more natural fashion (Karrh, 1998; Russel, 2002). Although brand placement is around for decades now and a significant body of research has investigated its effects (for reviews see, Balasubramanian, 1994; Van Reijmersdal, Neijens and Smit, 2009), little is