Audience attitudes towards brand (product) placement: Singapore and the United States

  title={Audience attitudes towards brand (product) placement: Singapore and the United States},
  author={James A. Karrh and K. Frith and C. Callison},
  journal={International Journal of Advertising},
  pages={24 - 3}
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 and McKee, 1997). As the practice has become more common and visible… Expand
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