Effectiveness of product placement in TV Shows

This study represents a field experiment on the effectiveness of product placement in TV Shows. The author investigates whether product placement enhances brand awareness, positive attitude change and increased purchase intention. If this is found to be true, in which way should the product be prese...

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Bibliographic Details
Main Author: Dietrich, Felix (author)
Format: masterThesis
Language:eng
Published: 2016
Subjects:
Effectiveness
Product placement
TV Shows
Positive attitude change
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10400.26/16859
Country:Portugal
Oai:oai:comum.rcaap.pt:10400.26/16859

Internet

http://hdl.handle.net/10400.26/16859

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