Joint Ventures in Advertsing

Brand Licensing and Transmedia Storytelling

Elliott, Stuart. (December 17, 2007). A year for quick hits and fast flops as campaigns broke new ground. The New York Times.

Jenkins, Henry. (March 22, 2007). Transmedia storytelling 101. Confessions of an Aca-Fan: The Official Weblog of Henry Jenkins.

Robinson, Buck. (September 1, 2007). DR bonds radio with the internet. Response Magazine.

Yang, M. Roskos-Ewoldsen, D.R., Dinu, L., Arpan, L.M. (2006). The effectiveness of “in-game” advertising. Journal of Advertising, 35(4), 143-152.