Commercial vs. product placement: a study with young children

Detalhes bibliográficos
Autor(a) principal: Omar, Ismael Mahomed
Data de Publicação: 2010
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/10290
Resumo: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
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spelling Commercial vs. product placement: a study with young childrenChildrenCommercialProduct placementTelevisionA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThe aim of this study is to investigate how young children (5-7 years old) are affected by commercials and product placements regarding the detection of advertising content, brand awareness and brand choice. We also wanted to study the relation of those variables with age (children before and after entering into primary school) and gender. For it, 75 children were presented to a controlled experimental approach called “the theatre methodology”. Surprisingly, no differences among ages were verified in the detection of advertising as well as significant difference among the effect of advertisement between genders. Other important considerations for advertisers, parents and policy makers are presented in this report.NSBE - UNLAgante, LuísaRUNOmar, Ismael Mahomed2013-08-07T10:24:22Z2010-012010-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/10290enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:43:58Zoai:run.unl.pt:10362/10290Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:19:22.675987Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Commercial vs. product placement: a study with young children
title Commercial vs. product placement: a study with young children
spellingShingle Commercial vs. product placement: a study with young children
Omar, Ismael Mahomed
Children
Commercial
Product placement
Television
title_short Commercial vs. product placement: a study with young children
title_full Commercial vs. product placement: a study with young children
title_fullStr Commercial vs. product placement: a study with young children
title_full_unstemmed Commercial vs. product placement: a study with young children
title_sort Commercial vs. product placement: a study with young children
author Omar, Ismael Mahomed
author_facet Omar, Ismael Mahomed
author_role author
dc.contributor.none.fl_str_mv Agante, Luísa
RUN
dc.contributor.author.fl_str_mv Omar, Ismael Mahomed
dc.subject.por.fl_str_mv Children
Commercial
Product placement
Television
topic Children
Commercial
Product placement
Television
description A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
publishDate 2010
dc.date.none.fl_str_mv 2010-01
2010-01-01T00:00:00Z
2013-08-07T10:24:22Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/10290
url http://hdl.handle.net/10362/10290
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv NSBE - UNL
publisher.none.fl_str_mv NSBE - UNL
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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