Faithin Omaha eBook Collection

Download or read book The Psychology of Entertainment Media written by L. J. Shrum and published by Taylor & Francis. This book was released on 2012-04-27 with total page 366 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.