search query: @author Frith, K.T. / total: 1
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| Author: | Karrh, J.A. Frith, K.T. Callison, C. |
| Title: | Audience attitudes towards brand (product) placement: Singapore and the United States |
| Journal: | International Journal of Advertising
2001 : VOL. 20:1, p. 3-24 |
| Index terms: | Television advertising Brands Psychology Culture Asia USA |
| Language: | eng |
| Abstract: | This article discusses on how audiences in Singapore and the U.S. react to product placement in television programs. Dealt with are attitudes towards brands, a comparison btw. advertising in 'cultural China' and the U.S., and cultural differences and similarities. |
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