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

• المؤلفون الرئيسيون: Li, Yingchun., Tan, Glenda Si Min., Chee, Esther Boon Ee.
• مؤلفون آخرون: Ng Sok Ling, Sharon
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2009
• الموضوعات: DRNTU::Business::Marketing
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/15123

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...