Exploring Attitudes toward Product Placement in Film: A Study of Western Australian Students
Australian and New Zealand Marketing Academy Conference
Faculty of Business and Law
School of Business / Centre for Innovative Practice
Limited research on the growing area of product placement in Australia prompted the current research examining the attitudes of West Australian viewers’ towards the use of product placement in film . Previous research identified three fact or s that determine viewer attitudes toward product placement: influence/attention, ethical and regulatory concerns and the effect of realism of the placed product. Attitudes toward product placement may vary depending on what the product/service is being placed and how attitude s toward the product placement can be due to movie genre. This research found a strong positive attitude towards product placement in film, with the most appropriate products/services to be placed in a film being clothing/shoes/fashion, healthy products and automobiles with the least being cigarettes, guns and gambling. The sample of West Australian students was decidedly more positive toward product placement than respective samples from USA and South Korea, some comparisons are discussed.