0000000000648901
AUTHOR
L. Summerfield
showing 2 related works from this author
The Multicultural Personality Questionnaire (SF-40): Adaptation and Validation of the Spanish Version.
2021
The coexistence of diverse cultures in our society indicates the need to examine the factors related to the success of multicultural interactions. The study aims were to examine the psychometric characteristics of the Spanish version of the Multicultural Personality Questionnaire short form (MPQ-SF40), in a convenience sample of 392 university students. Then, the effect of sex and age was assessed, and finally, the levels and percentiles of multicultural personality were measured. The scale’s validity was assessed with exploratory and confirmatory factor analysis (EFA and CFA). Reliability was evaluated with Cronbach’s alpha, composite reliability (CR), and average variance extracted (AVE).…
Product Placement in the Pharmaceutical Industry: The Case of Sinemet in ER
2015
While physician-oriented marketing remains the largest factor in drug advertising and direct-to-consumer advertising has increased its budget during the last few years (IMS Health, 2001), pharmaceutical brands are exploring new ways to target consumers in a softer way. Product placement in entertainment media allows the promotion of brand drugs in a natural and entertaining context. Using a case study methodology, this chapter analyses the use of product placement of a brand drug (Sinemet) in the television series ER (NBC). To do so, first of all product placement definition and main marketing goals are provided. Then the authors address the legal framework of product placement for brand dr…