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.
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