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Product placement
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=====Congruence===== The better the product placement fits the surrounding content, the better the implicit effectiveness (like attitude or purchase-intention) will be.<ref name="Lee and Faber 2007" /><ref>{{cite journal|last1=D'Astous|first1=Alain|last2=Bitz|first2=Pierre|title=Consumer Evaluations of Sponsorship Programmes|journal=European Journal of Marketing|date=1995|volume=29|issue=12|pages=6β22|doi=10.1108/03090569510102504}}</ref><ref>{{cite journal|last1=McDonald|first1=Colin|title=Sponsorship and the Image of the Sponsor|journal=European Journal of Marketing|date=1991|volume=25|issue=11|pages=31β38|doi=10.1108/eum0000000000630}}</ref><ref>{{cite journal|last1=Parker|first1=Ken|title=Sponsorship: The Research Contribution|journal=European Journal of Marketing|date=1991|volume=25|issue=11|pages=22β30|doi=10.1108/eum0000000000629}}</ref>
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