Explicit, non-integrated product placement in British television programmes

  title={Explicit, non-integrated product placement in British television programmes},
  author={Rungpaka Amy Tiwsakul and Chris Hackley and Isabelle Szmigin},
  journal={International Journal of Advertising},
  pages={111 - 95}
The rapid increase in the volume and variety of product placement approaches has outpaced research in the field. There is a marked shortage of studies that address particular product placement (pp) techniques in specified situational contexts. This paper reports the category of pp known as explicit, non-integrated product placement in the context of British television programmes. The study used a small convenience sample of young, mixed-nationality TV viewers who were familiar with the British… Expand
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