Consumer responses to product placements in Thai television sitcoms

Date: May 28, 2009 Program: MIMA – International Marketing Course name: Master Thesis (EFO705) Title: Consumer responses to product placements in Thai television sitcoms Authors: Chalinee Ketrattanakul ckl08001@student.mdh.se Pimmanee Pongpatranon ppn08004@student.mdh.se Tutor: Tobias Eltebrandt Problem: How Thai consumers identify the advertising strategy of product placements in Thai sitcoms? Purpose: To examine the responses of Thai customers toward product placements in Thai sitcoms and measure how product placements in Thai sitcoms have influential effects on Thai consumers’ attitudes. Method: The study is mainly based on quantitative research using experiment and survey methods. Relevant secondary data are also collected. The major framework used in the study is the Multicomponent Model of Attitude. Conclusion: Product placements in Thai sitcoms have influential effects on the attitudes of Thai consumers depending on the category used in practice and execution style. Implicit product placement seems to be the most suitable and acceptable technique to use in Thai sitcoms since it creates positive effects on Thai consumers’ attitude toward brands and their purchase intention. Key words: Product placement, television sitcom, attitude, cognition, affect, behavior