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Product placement in US and New Zealand television soap operas : an exploratory study

Martin, Brett & Pervan, Simon (2002) Product placement in US and New Zealand television soap operas : an exploratory study. Journal of Marketing Communications.

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Abstract

Although the soap opera as a television genre has consistently captured the imagination of millions of people around the world, surprisingly little has been written about it in the marketing literature. Understanding the consumption imagery in soaps may allow marketers to assess the relevance of product placement for their promotion strategy better, as well as providing valuable insight into the consumption habits of their considerable viewing audiences. Data were collected through content analysis from two soap operas, one in the USA and one in New Zealand. The results indicated a high level of consumption imagery, including brand references. Furthermore significant differences in the types of product and the emotional outcome of product use were found between the countries.

Impact and interest:

5 citations in Scopus
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ID Code: 28068
Item Type: Journal Article
Additional URLs:
Keywords: product placement, soap operas, USA, New Zealand
DOI: 10.1080/13527260210152382
ISSN: 1352-7266
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 21 Oct 2009 10:18
Last Modified: 11 Aug 2011 02:50

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