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  1. 1. [Insert Your Logo Here] : A Comparative Study of the Television Spot and Product Placement in Terms of Attention, Control and Credibility in Finland

    Magister-uppsats, Företagsekonomiska institutionen

    Författare :Heta Mattila; Ida Teeriaho; [2008]
    Nyckelord :Product Placement; Television Spot; Attention; Control; Credibility; AIDA; Generic Communications Process; Two-Step Communications;

    Sammanfattning : The aim of this thesis is to study how television spot and product placement compare in terms of gaining the target audience’s attention, having control over the marketing message and creating credibility for a product or a brand. The context of the study is Finnish television from advertisers’ point of view. LÄS MER