Consumers’ Attitudes and Perceptions of Brand Placement: a Discourse Analysis between Marketing and Non-Marketing Students at the Nottingham University

Brand placement, product placement, or integrated marketing, have been used interchangeably (Fong Yee Chan, 2012) to define what is considered today as an essential advertising form, namely the integration of brands in different media such as movies, video games, music clips or novels (Balasubramanian, 1994; Kureshi and Sood, 2010). Indeed, brand, or product placement, has been characterised as “the inclusion of a brand name, product package, signage, or other trademark merchandise within a motion picture, television show or music video” (Steortz, 1987, p. 22), or as “a paid product message aimed at influencing movie (or television audience) via the planned and unobtrusive entry of a branded product into a movie” (Balasubramanian, 1994, p. 29)