Электронная библиотека
Product Placement для люксовых брендов: контент-анализ эффективности размещений в мировом кинематографе (1995-2005 гг.)
Андреева А.Н., Овчинникова А.Ю.
|
|
||
Product placement в кинематографе;Виды product placement;Классификация product placement;Процедура контент-анализа: обоснование проблематики и методология;Определение целей анализа,формирование списка вопросов;Выборочный план исследования;Создание системы категорийи определение размерности;Подготовка кодировочных страниц;Результаты контент-анализа;Изменилось ли количествоProduct Placement за период?;Изменилась ли продолжительностьProduct Placement за анализируемый период?;Структура использования Product Placementпо товарным группам внутри категориипредметов роскоши;Изменилось ли количество рекламодателей,использующих Product Placement?; |
1. Арлидж Д. Кинопроба // Top Gear. — 2004. — № 3. — С. 30–33.
2. Галисиан М.-Л., Бурдо П. Г. Эволюция практики Product Placement в Голливуде: воплощение идеи торговой марки в образе «привлекательного героя» // Product placement в средствах массовой информации / Под ред. М.-Л. Галисиан. Пер.с англ.— М.: Эт Сеттера Паблишинг, 2004.
3. Рейтинг самых дорогих голливудских звезд. — Подробнее .
4. A Chronological History of the James Bond Film Vehicles. BMW AG press release. — Подробнее .
5. Babin L. A., Carder S. T. (1996). Viewers Recognition of Brands Placed Within a Film. Journal of Advertising, Vol. X V, №2, pp. 140–151.
6. Blankschen M. P. (1994). The Image of the Mental Health Professional in Contemporary Hollywood Films, Ph.D., Ball State University.
7. D’Astouse A., Chartier F. (2000). A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies. Journal of Current Issues and Research in Advertising, Vol. XXII, №2, pp. 31–40.
8. DeLorme D. E., Reid L. N. (1999). Moviegoers Experience and Interpretations of Brands in Films Revisited. Journal of Advertising, Vol. XXVIII, №2, pp. 71–95.
9. Doyle G. (2003). Understanding Media Economics. London, Sage Publication.
10. Elias J., Malani S., Mikolinski M., Santos J. (2002). Product Placement in Mass Media Vehicles. Integrated Marketing Communications.
11. Escamilla G., Cradock A. L., Kawachi I. (2000). Women and Smoking in Hollywood Movies: A Content Analysis. American Journal of Public Health, Vol. 90, №3, pp. 412–414.
12. Frank S. D. (2002). Lab Coats in the Dream Factory: Science and Scientists in Hollywood, Ph.D., University of Southern California.
13. Funnell L. (2005). The Bond Girl Phenomenon: Defining the Female Protagonists of the James Bond Films, M.A., Brock University, Canada.
14. Gupta P. B., Gould S. G., Grabner-Krauter S. (2000). Product Placement in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers’ Attitudes Toward This Emerging, International Promotional Medium. Journal of Advertising, Vol. XXIX, №4, pp. 42–58.
15. Gupta P. B., Balasubramanian S. K., Klassen M. L. (2000). Viewers Evaluation of Product Placements in Movies: Public Policy Issues and Managerial Implications. Journal of Current Issues and Research in Advertising, Vol. XXII, №2, pp. 41–52.
16. Gupta P. B., Gould S. G. (1997). Consumers Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences. Journal of Current Issues and Research in Advertising, Vol. XIX, №1, pp. 37–50.
17. Gupta P. B., Kenneth R. L. (1998). Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall. Journal of Current Issues and Research in Advertising, Vol. 20(1), pp. 47–59.
18. Gupta P. B., Lord K. R. (1998). Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall. Journal of Current Issues and Research in Advertising, №20(1), pp. 47–59.
19. Karrh J. A. Brand. Placements in Feature Films: The Practitioners’ View. Proceedings of the 1995 Conference of the American Academy of Advertising, Charles S. Madden, ed., Waco,TX: Hankamer School of Business, Baylor University, pp. 182–188.
20. Karrh J. A., Frith K. T., Callison C. (2001). Audience attitude Towards brand (Product) Placement: Singapore and United States. International Journal of Advertising, №20(1), pp. 3–24.
21. Levers L. L. (1988). A Content Analysis of Psychiatric Disability in Selected Hollywood Films, Ph.D., Kent State University.
22. Lichter R. S., Lichter L. S., Amudson D. (1997). Does Hollywood Hate Business or Money. Journal of Communication, Vol. 47, №1, pp. 68–83.
23. Luxury Goods Retailing. — Global. August 2004. — Подробнее .
24. Metzger S. A. (2006). When Hollywood Comes to the History Classroom: The Educational Uses of History Feature Films, Ph.D., Michigan State University.
25. Nebenzahl I. D., Secunda E. (1993). Consumers’ Attitudes Toward Product Placement in Movies. International Journal of Advertising, Vol. XII, №3, pp. 349–374.
26. Ong B. S., Meri D. (1994). Should Product Placements in Movies Be Banned? Journal of Promotional Management, Vol. II, №3/4, pp. 159–175.
27. Ramoutar N. A. (2006). The Color of Love On the Big Screen: The Portrayal of Women in Hollywood Films in Interracial Relationships From 1967 to 2005, Ph.D., University of Florida.
28. Russel C. A. (2002). Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude. Journal of Consumer Research, Vol. 29, pp. 306–318.
29. Sauer A. Product Placement: Making the Most of a Close-up? — Подробнее .
30. Vollmers S. M., Mizerski R. W. A Review and Investigation into the Effectiveness of Product Placements in Films. Proceedings of the 1994 Conference of the American Academy of Advertising, Karen Whitehill King, ed., Athens, GA: Henry W. Grady College of Journalism and Mass communication, University of Georgia, pp. 97–102.
31. Подробнее
32. Подробнее .
Андреева Алена Николаевнак. э. н.
доцент
Ведущий эксперт по рынку роскоши в России. г. Санкт-Петербург
Овчинникова Анна Юрьевна
Менеджер по рекламе хоккейного клуба "СКА Санкт-Петербург". Санкт-Петербург