Now Starring Brand X: Product Placement as a Local, Global, and Glocal Branding Communication Tool

This chapter focuses on product placement in broadcast media in and across international settings. Although product placement as a marketing communications tool is not new, the professionalized practice or trade is still evolving. The chapter provides an overview and critique of the existing knowledge in four areas of product placement: (i) prevalence and nature of the practice; (ii) attitudes and beliefs; (iii) persuasion; and (iv) regulation and practice. It provides directions for research on product placement in a global context. The chapter outlines cross-cultural studies that employ theoretical concepts and research methods borrowed from the existing literature on international advertising strategy and consumer behavior. It discusses the ways that values might help inform research or strategy for product placement.