Attitudes toward Product Placement: A Cross-Cultural Analysis in Tunisia, France, Italy, and Poland

Slim Khalbous, Donata Vianelli, Tomasz Domanski, Christian Dianoux, Meriem Maazoul

Abstract


The internationalization of the film industry has contributed greatly to the development of intercultural placements of products and brands as audiovisual supports. Therefore, it becomes interesting to study the efficiency of this communication technique for different cultures. This cross-cultural research address a substantial gap of the literature investigating the effects of placement from a demand-side perspective in four different countries—two Western European, one Eastern European, and a South Mediterranean. The results reveal the significant disparities among cultures with regard to appreciation for advertising, placement in general, and creative placement techniques in particular.


Full Text: PDF DOI: 10.5539/ijms.v5n2p138

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

Copyright © Canadian Center of Science and Education

To make sure that you can receive messages from us, please add the 'ccsenet.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.