haku: @author Szmigin, I. / yhteensä: 12
viite: 5 / 12
| Tekijä: | Tiwsakul, R. Hackley, C. Szmigin, I. |
| Otsikko: | Explicit, non-integrated product placement in British television programmes |
| Lehti: | International Journal of Advertising
2005 : VOL. 24:1, p. 95-111 |
| Asiasana: | Advertising Marketing Mass communication Products Brands United Kingdom |
| Kieli: | eng |
| Tiivistelmä: | The rapid increase of product placement (hereafter as: p-p.) approaches has out-paced research in the field. There is a shortage of studies addressing particular p-p. techniques in specified situational contexts. This paper reports the category of p-p. known as explicit, non-integrated product placement in the context of British (here as: Br.) television programmes. The study used a small convenience sample of young, mixed-nationality TV viewers familiar with the Br. and non-Br. shows on Br. commercial TV. Their attitudes to and recognition of p-p. in this context were explored. The findings are set within a wider-ranging review of previous research, suggesting important implications for promotional practice and future research. |
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