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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Bibliographic Details

Main Author:	Ceracas, Paula Mae Ycoy (Author)
Corporate Author:	University of the Philippines. College of Mass Communication
Other Authors:	Manalili, Perlita G. (adviser.)
Format:	Thesis
Language:	English
Published:	2013
Subjects:	Product placement in mass media. Television and sports. Television advertising.