About this document
Covert Advertising in Nollywood Films by Ahoga Pierre is a document available to read on EtoBox.
This research paper examines the effect of covert advertising on brand patronage using the Nigerian movie "Letters to a Stranger" as a case study. The paper has three objectives: 1) To determine if viewers noticed the covertly advertised brand (MTN) in the movie, 2) To examine the level of brand awareness and preference generated by the covert placements, and 3) To determine if covert advertising contributes to increased patronage of the advertised brand. The study analyzes scenes from the movie where chara
- Author
- Ahoga Pierre
- Language
- EN