Abstract

A Study of Perception of Consumers to Product Placement(PPL) in Television programs

Bong-Hyun Kim, Ph.D.
Associate Professor, Dept. of Advertising & Public Relation in Dongguk University

This study reports on an empirical study of TV audience/consumers and their perceptions of the acceptability of product placements(PPL). The results show that there are generally favorable attitudes toward PPL. However, most of the respondents also show the negative attitudes toward PPL placed prominently in programs for commercial purposes.

The results also indicate that there are negative attitudes toward the current 'masking practices' on TV screens to regulate the use of brand name in TV program. This study also provide managerial implications reflecting these results, based on the changes of the broadcasting environment in the future.

Key Word : PPL(Product Placement), Regulatory Policy, Consumer Survey, Digital TV