Explicit, Non-Integrated Product Placement In British Television Programmes
Rungpaka Tiwsakul & Chris Hackley University of LondonIsabelle Szmigin University of Birmingham Business SchoolIntroduction
'Product placement' in its various forms has become a major arm of the promotional mix in recent years. The media landscape has changed with industry deregulation in many countries and the evolution of new media technologies with global reach. Audiences have fragmented and grown sceptical towards conventional advertising, the result...