Explicit, non-integrated product placement in British television programmes
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Volume
24
Pagination
95 - 111
Publisher
Publisher URL
Journal
International Journal of Advertising
Issue
ISSN
0265-0487
Metadata
Show full item recordAbstract
The rapid increase in the volume and variety of product placement approaches has outpaced research in the field. There is a marked shortage of studies that address particular product placement (pp) techniques in specified situational contexts. This paper reports the category of pp known as explicit, non-integrated product placement in the context of British television programmes. The study used a small convenience sample of young, mixed-nationality TV viewers who were familiar with the British and non-British shows on British commercial TV. Their attitudes to and recognition of pp in this context were explored. The findings are set within a wider-ranging review of previous research, and suggest important implications for promotional practice and future research.
Authors
HACKLEY, AR; Hackley, C; Szmigin, ICollections
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