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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Detalhes bibliográficos
Autor principal: Dietrich, Felix (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2016
Assuntos:
Effectiveness
Product placement
TV Shows
Positive attitude change
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Texto completo:http://hdl.handle.net/10400.26/16859
País:Portugal
Oai:oai:comum.rcaap.pt:10400.26/16859

Texto Completo

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

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