More than the game a study on the audience perception of product placements in sports television shows

"The increasing appearance of product placements in sports television shows has presented an interest as to how the audience of the sports television shows views the emergence of such advertising strategies. This study used the Elaboration Likelihood Model Theory developed by Richard E. Petty a...

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Dades bibliogràfiques

Autor principal:	Ceracas, Paula Mae Ycoy (Autor)
Autor corporatiu:	University of the Philippines. College of Mass Communication
Altres autors:	Manalili, Perlita G. (adviser.)
Format:	Thesis
Idioma:	English
Publicat:	2013
Matèries:	Product placement in mass media. Television and sports. Television advertising.