Visial product placement : insights from Maltese viewers

Abstract

Purpose: The purpose of this dissertation is to provide a better understanding on how product placement is used and how it is received by Maltese viewers. Design/Methodology/approach: A literature review was conducted to analyse the theories related to this practice, this served as secondary data, while a qualitative methodology was employed to collect primary data through focus group sessions. Findings: The findings suggest that some modes of placements are more effective than others. Moreover, product placement appears to be more effective than adverts and has benefits that create acceptance from viewers. However, there are a number of factors to be considered when using product placement. Research limitations/implications: The period of time provided to conduct the study and the restriction of the word limit are considered to be two of the major research limitations. There was no time for further investigations and findings could not be elaborated as desired. Practical implications: This study provides viewer insights which can help local marketers to view this practice in a new light and public policy enforcers to improve broadcasting regulations. Originality/Value: Product placement is a relatively new practice in Malta, thus there is only a few or no existing literature related to this practice. Thus, the value of this study lies in the gathered insights of local viewers.