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Television Product Placement Strategy in Thailand and the UK

Asian Journal of Business Research, Vol. 3, No. 1, 2013

15 Pages Posted: 29 Oct 2013  

Amy Rungpaka Hackley

Queen Mary, University of London

Chris Hackley

University of London - Royal Holloway College

Date Written: October 28, 2013

Abstract

This paper discusses the implications for international brand communications management of a qualitative cross-national research study on television product placement in the United Kingdom and Thailand. The study involved secondary research into the respective media environments and depth interviews with leading agency practitioners in each country. The research suggests that, while television product placement practice may be superficially similar in Asia and the UK, there are important differences arising from the very different regulatory, media and consumer environments. As a consequence, detailed local knowledge is essential for successful product placement strategy which crosses cultural borders. The paper explains key differences in regulation and practice and explores implications for brand communications practice and research.

Keywords: Television product placement, Asia, UK

Suggested Citation

Hackley, Amy Rungpaka and Hackley, Chris, Television Product Placement Strategy in Thailand and the UK (October 28, 2013). Asian Journal of Business Research, Vol. 3, No. 1, 2013. Available at SSRN: https://ssrn.com/abstract=2346385

Amy Rungpaka Hackley (Contact Author)

Queen Mary, University of London ( email )

Chris Hackley

University of London - Royal Holloway College ( email )

Senate House
Malet Street
London, TW20 0EX
United Kingdom

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