Consumer Perceptions of Product Placement within the United Kingdom's Entertainment Industry

This study examines consumer perceptions of product placement within the United Kingdom’s entertainment industry. These perceptions are explored through a self-administered survey in which different forms of product placement were shown to participants. The results support the existing literature, whilst also uncovering several new conclusions that contribute to understanding of consumer perception towards product placement. A new model was created from the research that showcases five different factors that help create a perception of product placement, as well as the consumer’s personal influences. The practical marketing industry implication of these findings are also discussed