Assistant Professor Department of Marketing
American University - Kogod School of Business
Professor Russell's research focuses on the increasing blurring of the lines between entertainment and marketing. In particular, she researches the impact of consumption messages within programs, such as product placements, on consumers. Her research provides insights in the realm of advertising, persuasion, entertainment marketing, and the future of interactive technologies.
Cristel is a leading expert on product placement. Her dissertation, conducted at the University of Arizona, was the first to experimentally test the effects of different types of placements on audiences’ memory for and attitudes toward brands placed within television series. It won the Procter & Gamble Marketing Innovation Award in 1999 and is published in the Journal of Consumer Research.
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This note on the $6 billion advertainment industry outlines how product placement, product integration and branded entertainment help advertisers reach consumers at a time when consumers increasingly avoid traditional mass-advertising efforts. It offers a detailed description of advertainment and how it works, includin...
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