Product placement in movies: a comparison of Chinese and American consumers' attitudes

In recent years there has been an increase in the practice of product placement. This paper reports the findings of an exploratory quantitative study of the attitudes of Chinese consumers towards product placement.

Product Placement In Movies

A comparison of Chinese and American consumers' attitudes

Sally A. McKechnieandJia Zhou Nottingham University Business School


In recent years there has been an increase in the practice of product placement, which is defined as 'the planned entries of products into movies or television shows that may influence viewers' product beliefs and/or behaviours favourably' (Balasubramanian 1994). For movies alone, product placements are estimated to cost advertisers US$1 billion a year (Mueller 2001) and are starting to offer an alternative to more traditional forms of marketing communication, which are proving to be more costly...

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