Get Download The Psychology of Entertainment Media Online Book

Download The Psychology of Entertainment Media Online Book PDF

ByL. J. Shrum

Total Download

14

“Tis the good reader that makes the good book.” –Ralph Waldo Emerson

Synopsis

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.