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The Psychology of Entertainment Media, 2nd Edition (Electronic book text)
The Psychology of Entertainment Media, 2nd Edition (Electronic book text): L J J Shrum
The Psychology of Entertainment Media, 2nd Edition (Electronic book text): L J J Shrum

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The Psychology of Entertainment Media, 2nd Edition (Electronic book text)

L J J Shrum

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In this volume, psychologists and communication experts present theory on understanding and predicting how learning occurs through media consumption. As the impact of traditional advertising has declined over the last couple of decades, marketers have scrambled to find other ways to effectively communicate with consumers. Among other approaches, marketers have utilized various forms of product integration. Product integration is mixing a commercial message in with the non-commercial message via TV, movie, video, and other entertainment venues. This book will be of interest to students and researchers in psychology, marketing, communication, advertising, and consumer behavior.

General

Imprint: Routledge
Country of origin: United States
Release date: April 2012
Editors: L J J Shrum
Format: Electronic book text
Pages: 365
ISBN-13: 978-6613638014
Barcode: 9786613638014
Categories: Books > Business & Economics > Business & management > Sales & marketing > Market research
Books > Social sciences > Psychology
Books > Social sciences > Psychology > General
LSN: 6613638013

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