Factors mediating the effectiveness of TV advertisement (a conceptual and empirical study in the Gulf)
According to the literature, there are four determinant forces in TV viewing: audience, message, media environment and viewing environment. For each of these forces, the factor most influential with Gulf audiences was selected by a pilot study for this thesis. These factors were found to be, respect...
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University of Manchester
2009
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.500649 |