Television Product Placement Strategy in Thailand and the UK

Abstract

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