@incollection{,
	
					
					
					D903CA416069A1FFB6D543B5DDE02657
				,
	author={{ChiragPatel} and {Gujarat Technological University}},
	journal={{Global Journal of Management and Business Research}},
	journal={{GJMBR}}2249-45880975-585310.34257/GJMBR,
	address={Cambridge, United States},
	publisher={Global Journals Organisation}157915
}

@incollection{b0,
	
	
		,
	author={{
			RosemaryJAvery
		} and {
			Ferraro
		}}
		
	
	
		,
	booktitle={{Verisimiltude or Advertising? Brand Appearances on Prime-Time Television}}
				
			,
	year={2000}
			34
		
	

}

@incollection{b1,
	
	
		,
	title={{Advertising Via the Box Office: Is Product Placement Effective?}}
		,
	author={{
			LABabin
		} and {
			STCarder
		}}
		
	
	
		,
	journal={{Journal of Promotion Management}}
		
			3
			1/2
			
			,
	year={1996b}
		
	

}

@incollection{b2,
	
	
		,
	title={{Viewers' Recognition of Brands Placed Within a Film}}
		,
	author={{
			LABabin
		} and {
			STCarder
		}}
		
	
	
		,
	journal={{International Journal of Advertising}}
		
			15
			
			,
	year={1996a}
		
	

}

@incollection{b3,
	
	
		,
	title={{Beyond Advertising and Publicity: Hybrid messages and Public Policy Issues}}
		,
	author={{
			SivaKBalasubramanian
		}}
	
	
		,
	journal={{Journal of Advertising}}
		
			32
			4
			,
	year={1994}
		
	

}

@incollection{b4,
	
	
		,
	title={{Embedding Brands Within Media Content: The Impact of Message, Media, and Consumer Characteristics on Placement Efficacy}}
		,
	author={{
			NBhatnagar
		} and {
			LAksoy
		} and {
			&S AMalkoc
		}}
		
		
	
	
		,
	booktitle={{The Psychology of Entertainment Media: Blurring the Lines between Entertainment and Persuasion}}
				Shrum; Mahwah, NJ
		
			,
	publisher={Lawrence Erlbaum}
			,
	year={2004}
		
	

}

@incollection{b5,
	
	
		,
	title={{The influence of product-placement type and exposure time on product-placement recognition}}
		,
	author={{
			IBrennan
		} and {
			KMDubas
		} and {
			LABabin
		}}
		
		
	
	
		,
	journal={{International Journal of Advertising}}
		
			18
			
			,
	year={1999}
		
	

}

@book{b6,
	
	
		,
	title={{Dimensions of the entertainment experience factors in the enjoyment of action, comedy, and horror films}}
		,
	author={{
			FCapentier
		} and {
			HYu
		} and {
			RButner
		} and {
			LChen
		} and {
			SHong
		} and {
			D. -JPark
		} and {
			JBryant
		}}
		
		
		
		
		
		
		
			,
	year={2001. April}
			,
	address={Las Vegas, Nevada}
		
	
	,
	note={Paper presented at the Broadcasting Education Association 46 th Annual Convention}

}

@incollection{b7,
	
	
		,
	title={{A study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies}}
		,
	author={{
			AlainD'astous
		} and {
			FChartier
		}}
		
	
	
		,
	journal={{Journal of Current Issue and Research in Advertising}}
		
			22
			2
			
			,
	year={2000}
		
	

}

@book{b8,
	
	
		,
	title={{Main film genres}}
		,
	author={{
			TDirks
		}}
		
		
			,
	year={2000}
		
	

}

@incollection{b9,
	
	
		,
	title={{Going to the movies}}
		,
	author={{
			SDortch
		}}
	
	
		,
	journal={{American Demographics}}
		
			18
			12
			
			,
	year={1996. December}
		
	

}

@book{b10,
	
	
		,
	title={{Affect and memory: A reformulation}}
		,
	author={{
			SDutta
		} and {
			RNKanugo
		}}
		
		
			,
	year={1975}
			,
	publisher={Pergamon}
			,
	address={Oxford, UK}
		
	

}

@incollection{b11,
	
	
		,
	title={{After the movie: The effects of transient mood states on social judgments}}
		,
	author={{
			JPForgas
		} and {
			SJMoylan
		}}
		
	
	
		,
	journal={{Personality and Social Psychology Bulletin}}
		
			13
			
			,
	year={1987}
		
	

}

@incollection{b12,
	
	
		,
	title={{Happy and sad TV programs: How they affect reactions to commercials}}
		,
	author={{
			MEGoldberg
		} and {
			GJGorn
		}}
		
	
	
		,
	journal={{Journal of Consumer Research}}
		
			14
			3
			
			,
	year={1987}
		
	

}

@book{b13,
	
	
		,
	title={{The reactive viewer}}
		,
	author={{
			BGunter
		} and {
			MWober
		}}
		
		
			,
	year={1992}
			,
	publisher={John Libbet}
			,
	address={London, UK}
		
	

}

@incollection{b14,
	
	
		,
	title={{Recall of television advertisements as a function of program evaluation}}
		,
	author={{
			BGunter
		} and {
			AFurnham
		} and {
			CBeeson
		}}
		
		
	
	
		,
	journal={{Journal of Psychology}}
		
			131
			5
			
			,
	year={1997}
		
	

}

@incollection{b15,
	
	
		,
	title={{Humor and comedy}}
		,
	author={{
			DZillmann
		}}
	
	
		,
	booktitle={{media entertainment: The psychology of its appeal}}
				,
	editor={
			DZillmann
			&PVoder
		}
		Mahwah, NJ
		
			,
	publisher={Lawrence Erlbaum}
			,
	year={2000}
			
		
	

}

@incollection{b16,
	
	
		,
	title={{The effect of brand placement type and a disclaimer on memory for brand placements in movies}}
		,
	author={{
			MRZimmer
		} and {
			DDelorme
		}}
		
	
	
		,
	booktitle={{Paper presented at Association for Education in Journalism and Mass Communication Annual Conference}}
				Chicago
		
			,
	year={1997. August}
		
	

}