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Myra Vina A. Valmoria
U.P. College of Business Administration, Diliman
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.
Author Biography
Myra Vina A. Valmoria, U.P. College of Business Administration, Diliman
Assistant Professor of Marketing
