The effectiveness of product placement in a 60 second video and its influence towards consumer behaviour / Aiza Adriena Abdull Ropha

• Main Author: Abdull Ropha, Aiza Adriena
• Format: Student Project
• Language: English
• Published: Faculty of Business and Management 2018
• Subjects: Marketing; Product management; Marketing research. Marketing research companies. Sales forecasting; Advertising
• Online Access: http://ir.uitm.edu.my/id/eprint/21508/1/PPb_AIZA%20ADRIENA%20ABDULL%20ROPHA%20M%20BM%2018_5.pdf; http://ir.uitm.edu.my/id/eprint/21508/

Marketers are constantly looking for alternatives to deliver the right message too the target market. Product placement has been one of the alternatives and has grown for decades that many companies have used in their marketing communication method. It has been established that viewers are starting...