초록 열기/닫기 버튼
Franchised coffee shops and restaurants 's product placement(PPL)is becoming a common practice to place products and brands into mainstream media. Because media provides exposure opportunities to target consumers with lower cost. Therefore, there has been many studies regarding relationship between PPL effectiveness and television programs. However, even though many studies have reported in that area, there has been very little research reported on program engagement and the effectiveness of PPL. The purpose of study is to research on attributes of food program engagement and to investigate the relationship between food related television program engagement, effectiveness towards the advertising, purchasing intention.
키워드열기/닫기 버튼
engagement, product placement, advertising effectiveness, purchasing intention
