Television Product Placement Strategy in Thailand and the UK

DOI 10.14707/ajbr.130007

Amy Rungpaka Hackley
Queen Mary, University of London
Chris Hackley
Royal Holloway University of London


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

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