Product integration - the gold behind the American Music Awards
Beth Uyenco and Rachel Mueller-Lust
ABC in partnership with OMD conducted research to understand the advertising impact of a product integration during the American Music Awards (AMAs) telecast on November 14, 2004.
Product integration: the gold behind the American Music Awards
Beth UyencoOMD, United States
Rachel Mueller-LustABC Television Network, United States
PREFACE
Using a nationally representative sample of television viewers, a pre-wave telephone survey was conducted...
