The Communication Effect of Product Placement and TV Commercial ─ Moderating Effect of Product Involvement and Brand Recognition
碩士 === 東吳大學 === 國際貿易學系 === 92 === TV commercial is an important tool for advertisers to communicate with their target audience for past decades. However, the communication effect of this traditional method decreases as media cost increasing, channels diversification and market fragmentation. Prod...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2004
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| Online Access: | http://ndltd.ncl.edu.tw/handle/06382786604091938914 |