Document Type
Article
Publication Date
Fall 2006
Publication Title
Journal of Current Issues and Research in Advertising
Volume
28
Issue
2
First Page
33
Last Page
53
Abstract
Including branded products within mass media programming is becoming common. Previous research has focused almost entirely on college-age students' attitudes about placements in movies and television. This research focuses on Baby Boomers and is the first to include questions about multiple media in forming attitudes towards product placements. Six hypotheses were tested. Attitude toward product placement is related to media consumption. Males appear more positive than females. Interactions effects of media consumption x gender and media consumption x age appear insignificant. Analytical results, graphs, tables and managerial implications and representative comments from respondents are presented.
Recommended Citation
Schmoll, Nichole M.; Hafer, John; Hilt, Michael L.; and Reilly, Hugh J., "Baby Boomers’ Attitudes Towards Product Placements" (2006). Communication Faculty Publications. 64.
https://digitalcommons.unomaha.edu/commfacpub/64
Included in
Advertising and Promotion Management Commons, Communication Commons, Family, Life Course, and Society Commons
Comments
This is an Author's Accepted Manuscript of an article published inSchmoll, N. M. M. A., Hafer, J. P. D., Hilt, M. P. D., & Reilly, H. (2006). Baby Boomers' Attitudes towards Product Placements. Journal of Current Issues & Research in Advertising, 28, 2, 33-53. © 2006 Taylor & Francis, available online at: http://www.tandfonline.com/doi/abs/10.1080/10641734.2006.10505197.