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...
| Main Author: | |
|---|---|
| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2017
|
| Subjects: | |
| Online Access: | https://eprints.nottingham.ac.uk/45976/ |
| _version_ | 1848797231517270016 |
|---|---|
| author | CUI, YING |
| author_facet | CUI, YING |
| author_sort | CUI, YING |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | 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 the context of China. Specifically, it measures the Chinese audience attitude to integrated and non-integrated TV product placement in general and compares the Chinese audience attitude to integrated and non-integrated product placement under the specific conditions of high prominence level and high programme liking degree. |
| first_indexed | 2025-11-14T20:00:35Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-45976 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T20:00:35Z |
| publishDate | 2017 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-459762018-04-17T15:13:29Z https://eprints.nottingham.ac.uk/45976/ Comparison of the Chinese Audience Attitude to Integrated Product Placement and Non-Integrated Product Placement CUI, YING 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 the context of China. Specifically, it measures the Chinese audience attitude to integrated and non-integrated TV product placement in general and compares the Chinese audience attitude to integrated and non-integrated product placement under the specific conditions of high prominence level and high programme liking degree. 2017 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/45976/1/N14032-Marketing%20Dissertation-CUI%20YING-4273587.pdf CUI, YING (2017) Comparison of the Chinese Audience Attitude to Integrated Product Placement and Non-Integrated Product Placement. [Dissertation (University of Nottingham only)] Product Placement |
| spellingShingle | Product Placement CUI, YING Comparison of the Chinese Audience Attitude to Integrated Product Placement and Non-Integrated Product Placement |
| title | Comparison of the Chinese Audience Attitude to Integrated Product Placement and Non-Integrated Product Placement |
| title_full | Comparison of the Chinese Audience Attitude to Integrated Product Placement and Non-Integrated Product Placement |
| title_fullStr | Comparison of the Chinese Audience Attitude to Integrated Product Placement and Non-Integrated Product Placement |
| title_full_unstemmed | Comparison of the Chinese Audience Attitude to Integrated Product Placement and Non-Integrated Product Placement |
| title_short | Comparison of the Chinese Audience Attitude to Integrated Product Placement and Non-Integrated Product Placement |
| title_sort | comparison of the chinese audience attitude to integrated product placement and non-integrated product placement |
| topic | Product Placement |
| url | https://eprints.nottingham.ac.uk/45976/ |