Product Categories and Information Content of Television Advertisements in the Philippines

  • Myra Vina A. Valmoria UP College of Business Administration

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, UP College of Business Administration

Assistant Professor of Marketing

Published
2007-12-09
Section
Articles