Audience Attitudes towards Brand Product Placement

Discusses how audiences react to product placement in TV programmes. This is usually discussed only in the context of Western attitudes.

Audience Attitudes Towards Brand (product) Placement: Singapore and the United States

James A. Karrh University of Arkansas at Little Rock Katherine Toland Frith The Pennsylvania State University Coy Callison Texas Tech University

INTRODUCTION

The practice of brand (or product) placement has changed dramatically over the past 20 years, from one that was relatively local and unsophisticated to one that is often global in scope and purpose. Advertisers are increasingly using brand placement as a tool for inexpensively achieving substantial reach, enhancing memory for the brand and creating positive associations with programme characters (Karrh, 1995; Pardun...

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