Comparison of the Chinese Audience Attitude to Integrated Product Placement and Non-Integrated Product Placement

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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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Bibliographic Details
Main Author:	CUI, YING
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2017
Subjects:	Product Placement
Online Access:	https://eprints.nottingham.ac.uk/45976/

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