Young adults' responses to product placement in movies and television shows: A comparative study of the United States and South Korea
Taejun (David) Lee
Bradley University
Yongjun Sung and Sejung Marina Choi
University of Texas
Introduction
Movies have almost always been a popular medium for product placement. Product placement in movies can be an effective international marketing strategy since movies are often produced for and play to audiences across cultures (McKechnie & Zhou 2003). Television has followed this pursuit and has emerged as another effective medium for product placement that is targeted at international audiences, especially as imports...