AN EXPLORATORY STUDY OF PRODUCT PLACEMENT IN TELEVISION DRAMA PROGRAMS IN JAPAN AND THE USA
書誌事項
- タイトル別名
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- An Exploratory Study Of Product Placement in Television Drama Programs in Japan and The USA
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抄録
This study investigates relationships between television viewer motivations and their attitudes toward product placement (ATPP) in television dramas in Japan and the USA. It was found that there is a significant positive relationship between the viewers' need for entertainment and ATPP in both countries. However, other factors had a different relationship to ATPP in the two countries--some significant, some not. The results suggest strategy similarities and differences for advertisers, as well as differences in the underlying theory for Japanese and US television viewers. The results may also have public policy implications for the somewhat controversial practice of product placement1).
収録刊行物
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- 關西大學商學論集
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關西大學商學論集 55 (1-2), 19-32, 2010-06-25
關西大學商學會
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詳細情報 詳細情報について
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- CRID
- 1050282677891642624
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- NII論文ID
- 120005685816
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- NII書誌ID
- AN00047023
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- ISSN
- 04513401
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- HANDLE
- 10112/4766
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- NDL書誌ID
- 10762304
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- 本文言語コード
- ja
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- 資料種別
- departmental bulletin paper
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- データソース種別
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- IRDB
- NDL
- CiNii Articles