V. References

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3. Al Ries and Laura Ries (2002) The Fall of Advertising and the Rise of PR, HarperCollins, New York.

4. Kirk Cheyfitz (2004) Goodbye media commercial, hello commercial content, Admap, World Advertising Research Center, April

5. Barnes, S., Mattsson, J., 2008. Brand value in Virtual Worlds: an axiological approach,

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Proposing business process models, International Journal of Advertising

7. Gail Schiller (2005) Industry seeks formula to value product integration, Hollywood Reporter, 30 December.

8. Janet Maslin (2005) Plugging products in movies as an applied art, New York Times, 15 November.

9. Charles A Lubbers and William J Adams (2001) Promotional strategies utilized by the film industry: theatrical movies as product, Journal of Promotion Management,

10. Ted Friedman (2004) Cast Away and the contradictions of product placement, Journal of Promotion Management

11. B Zafer Erdogan, Michael J Baker and Stephen Tagg (2001) Selecting celebrity endorsers: the practitioners perspective, Journal of Advertising Research

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game shows, Journal of Current Issues and Research in Advertising

13. Alan Wilkes (2004) Product placement puts you in the pink, Irish Independent, 28 March.

14.Murray Smith (1995) Engaging Characters: Fiction, emotion and the cinema, Oxford Uni-versity Press/Clarendon, Oxford, UK.

15. Robert P P Laurence (2005) Product placement: the plot sickens, San Diego Union-Tribune, 4 November.

16. Paul Cowley, E., Barron, C., 2008. When product placement goes wrong: The effects of program liking and placement prominence, Journal of Advertising