Philippine Management Review, Vol 14 (2007)

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Product Categories and Information Content of Television Advertisements in the Philippines

Myra Vina A. Valmoria

Abstract


The paper investigates the information content of Philippine television advertisements. Specifically, it intends to establish exposure patterns and information content profile of television advertisements; and to determine if information content of television commercials varies in different product categories. The Foote-Cone-Belding (FCB) Planning Matrix was utilized to classify the advertised products.

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