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...

Disgrifiad llawn

Manylion Llyfryddiaeth

Prif Awdur:	Ceracas, Paula Mae Ycoy (Awdur)
Awdur Corfforaethol:	University of the Philippines. College of Mass Communication
Awduron Eraill:	Manalili, Perlita G. (adviser.)
Fformat:	Traethawd Ymchwil
Iaith:	English
Cyhoeddwyd:	2013
Pynciau:	Product placement in mass media. Television and sports. Television advertising.