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,,,, (), pp. ~., TV (PPL) -,,, (), pp. ~., TV PPL, :.,, (), pp. ~., PPL,,, (), pp. ~., ( - ) PPL,,, (), pp. ~., (PPL) : PPL,,, (), pp. ~.,..., TV PPL,,, (), pp. ~.,,,,,, (), pp. ~.,,,.,... LG,... Babin, L. A. and Carder, S. T. Viewers recognition of brands placed within a film, International Journal of Advertising, Vol., (), pp. ~. Balasubramanian, S. K. Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues, Journal of Advertising, Vol., No., (), pp. ~. Baker, H. L. and Crawford, H. A. Product placement, unpublished working paper, Department of marketing, University of Strathclyde, Glasgow, Scotland.. Chung, S. W. and Szymanski, K. Effects of brand name exposure on brand choices: An implicit memory perspective, Advances in Consumer Research, Vol., (), pp. ~. d'astous, A. and Chartier, F. A Study of Factor Affecting Consumer Evaluations and Memory of Product Placement in Movies, Journal of Current Issues and

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Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research. Vol., (), pp. ~. Richard, M. A Review and Investigation into the Effectiveness of Product Placement in Films, in The Proceedings of the, Conference of the American Academy of Advertising, (), pp. ~. Russell, C. A. Investigating the Effectiveness of Product Placement in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude, Journal of Consumer Research, (December), (), pp. ~. Sabherwal, S., Pokrywczynski, J. and Griffin, R. Brand recall for product placements in motion pictures: A memory-based perspective, paper presented to the conference of the association for education in journalism and mass communication. (). Schacter, D. L. Implicit memory: history and current status, Journal of Experimental Psychology: Learning, Memory and Cognition, Vol., (), pp. ~. Steortz, E. The cost efficiency and communication effects associated with brand name exposure within motion pictures, master s thesis, West Virginia University. (). Tulving, E. and Schacter, D. L. Priming and human memory systems, Science, Vol., (), pp. ~. Williamsen, D., Johnson, H. and Ericksen, C. Some characteristics of posthypnotic amnesia, Journal of Abnormal Psychology, Vol., (), pp. ~. Yang, M. The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory, and Brand-Choice Behavior, Journal of Communication, Vol., No., (), pp. ~. Zajonc, R. B. and Markus, H. Affective and cognitive factors in preferences, Journal of Consumer Research, Vol., (), pp. ~.