Explicit, non-integrated product placement in British television programmes

The rapid increase in the volume and variety of product placement approaches has outpaced research in the field.

Explicit, Non-Integrated Product Placement In British Television Programmes

Rungpaka Tiwsakul & Chris Hackley University of LondonIsabelle Szmigin University of Birmingham Business School

Introduction

'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...

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