Product placement in movies : impact of duration/screen size on viewers’ attitude towards placed brand.

• Main Authors: Li, Yingchun., Tan, Glenda Si Min., Chee, Esther Boon Ee.
• 其他作者: Ng Sok Ling, Sharon
• 格式: Final Year Project
• 語言: English
• 出版: 2009
• 主題: DRNTU::Business::Marketing
• 在線閱讀: http://hdl.handle.net/10356/15123
• 機構: Nanyang Technological University

Background: This research study primarily aims to find out whether a longer duration and bigger screen size of product placement leads to a more positive attitude towards the placement in movies. The researchers seek to find a relationship between both independent variable (respondent’s attitude) an...