An exploratory study of TV home shopping in Singapore.

• Main Authors: Ho, Huoy Jiun., Lim, Bee Ang., Loh, Ai Xing.
• Other Authors: Low Siow Siam, Peter Issac
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/53060
• Institution: Nanyang Technological University

The extension of local television broadcast to 24 hours a day, 7 days a week has created the opportunity for marketers to reach out to consumers directly. Marketing through television is often termed more formally as direct response television, or DRTV for short. A much faster pace of life and there...