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.
• Other Authors: Ng Sok Ling, Sharon
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/15123
• Institution: 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...