Homepage >  Catalog >  Communications - Public Relations, Advertising, Marketing, Social Media

Product Placement Effectiveness. Implicit Recall and Brand Image at the Level of Modality

An Empirical Study in the Television Industry


Master's Thesis, 2013

58 Pages, Grade: 9.0 (out of 10)


Excerpt


Table of Content

1. Introduction

2. Literature Review

3. Conceptual Framework
3.1 Placement Modality
3.1.1 Implicit Recall
3.1.2 Brand Image
3.2 Perceived Congruence
3.3 Prior Notifications

4. Research Design
4.1 Preliminary Study
4.1.1 Methodology
4.1.2 Data Analysis
4.2 Main Study

5. Data Analysis
4.1 Results
4.1.1 Reliability, Validity, Assumptions and Preliminary Calculations
4.1.2 Main Findings
4.1.2.1 Implicit Recall
4.1.2.2 Brand Image

6. Implications
6.1 Theoretical Implications
6.2 Managerial Implications

7. Limitations and Directions for Further Research

8. Summary

References

Appendix

Excerpt out of 58 pages

Details

Title
Product Placement Effectiveness. Implicit Recall and Brand Image at the Level of Modality
Subtitle
An Empirical Study in the Television Industry
College
Maastricht University  (School of Business and Economics)
Course
Strategic Marketing
Grade
9.0 (out of 10)
Author
Year
2013
Pages
58
Catalog Number
V209464
ISBN (eBook)
9783656376323
ISBN (Book)
9783656376972
File size
602 KB
Language
English
Notes
Awarded as "Top-Thesis"
Keywords
product, placement, effectiveness, implicit, recall, brand, image, level, modality, empirical, study, television, industry
Quote paper
Hendrik Arnold (Author), 2013, Product Placement Effectiveness. Implicit Recall and Brand Image at the Level of Modality, Munich, GRIN Verlag, https://www.grin.com/document/209464

Comments

  • No comments yet.
Look inside the ebook
Title: Product Placement Effectiveness. Implicit Recall and Brand Image at the Level of Modality


Similar texts


Upload papers

Your term paper / thesis:

- Publication as eBook and book
- High royalties for the sales
- Completely free - with ISBN
- It only takes five minutes
- Every paper finds readers

Publish now - it's free