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Consumer Attitudes towards Product Placement: Implications for Public Policy

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Abstract:

As a form of covert marketing communication tool, the practice of placing branded products within films for commercial purposes has gained popularity among marketers and brand managers. At the same time, the popularity of this practice increases concerns and discussions of public well-being from various groups such as public policy makers, consumer interest groups, regulatory agencies, and consumers. By employing a survey with a sample of 3,340 non-students, the current study provides a more accurate picture of attitudes towards product placement in films. Overall findings suggest that consumers are overall positively disposed toward product placement, do not see a need for regulation, and have a tendency towards neutrality regarding several of the practice’s facets.

Most Common Document Word Stems:

product (228), placement (201), brand (173), movi (104), advertis (78), film (72), respond (57), attitud (57), regul (52), accept (51), toward (44), practic (43), studi (42), mean (42), place (41), ethic (40), journal (40), 1 (40), consum (39), within (37), name (34),
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Association:
Name: Association for Education in Journalism and Mass Communication
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http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p203938_index.html
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MLA Citation:

de Gregorio, Federico., Sung, Yongjun. and Jung, Jong-Hyuok. "Consumer Attitudes towards Product Placement: Implications for Public Policy" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, The Renaissance, Washington, DC, Aug 08, 2007 <Not Available>. 2013-12-15 <http://citation.allacademic.com/meta/p203938_index.html>

APA Citation:

de Gregorio, F. , Sung, Y. and Jung, J. , 2007-08-08 "Consumer Attitudes towards Product Placement: Implications for Public Policy" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, The Renaissance, Washington, DC Online <APPLICATION/PDF>. 2013-12-15 from http://citation.allacademic.com/meta/p203938_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: As a form of covert marketing communication tool, the practice of placing branded products within films for commercial purposes has gained popularity among marketers and brand managers. At the same time, the popularity of this practice increases concerns and discussions of public well-being from various groups such as public policy makers, consumer interest groups, regulatory agencies, and consumers. By employing a survey with a sample of 3,340 non-students, the current study provides a more accurate picture of attitudes towards product placement in films. Overall findings suggest that consumers are overall positively disposed toward product placement, do not see a need for regulation, and have a tendency towards neutrality regarding several of the practice’s facets.

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Document Type: application/pdf
Page count: 34
Word count: 11254
Text sample:
Consumer Attitudes towards Product Placement: Implications for Public Policy Abstract As a form of covert marketing communication tool the practice of placing branded products within films for commercial purposes has gained popularity among marketers and brand managers. At the same time the popularity of this practice increases concerns and discussions of public well-being from various groups such as public policy makers consumer interest groups regulatory agencies and consumers. By employing a survey with a sample of 3 340 non-students
per Scene (n=3338) Frequency Percent 0 Seconds 183 5.55 5 Seconds or less 1 270 38% 6-10 Seconds 573 17.2% 11-20 Seconds 362 10.8% 21-30 Seconds 346 10.4% 31-60 Seconds 237 7.1% More than 60 Seconds 294 8.8% Unlimited 55 1.6% Don’t care/Doesn’t matter 18 0.5% 33


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