Comparison of the Chinese Audience Attitude to Integrated Product Placement and Non-Integrated Product Placement
Product placement as an effective marketing strategy has been adopted by many marketing practitioners in recent years. This dissertation aims at comparing audience attitude to different categories of product placement in terms of integrated and non-integrated product placement. It mainly focuses on...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2017
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| Online Access: | https://eprints.nottingham.ac.uk/45976/ |