Product Placement as a Global Marketing Communication Tool

• In Event: Scholarship in Business Communication

Abstract

This study explores the effectiveness of product placement as a global marketing tool. As a comparative study of the U.S. and Korea, this study examines the differences and similarities in consumers’ attitudes toward product placement in three different media: film, television, and music. The results suggest that both American and Korean consumers have generally positive attitudes toward product placement in films and television. However, with regard to music, both express uncertain opinions towards the practice.

Authors

• Taejun Lee, University of Tennessee, Knoxville

• Wonjun Chung, University of Louisiana, Lafayette