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Programme-integrated advertising from the audience's perspective
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The rapid rise of programme-integrated advertising is the subject of heated debate in the public sphere. For the advertising industry, the deliberate blending of commercial messages with editorial content is a promising practice that could compensate for the lack of effectiveness of traditional advertising. Sceptics claim that 'below-the-line' advertising is deceptive and warn against breaching the principle of separation. Building on this, this thesis examines whether viewers recognise the persuasive intent behind product placements in TV programmes, what their views are on this particular form of advertising, and whether an increase in the frequency of products shown has negative effects on perceived credibility and programme ratings. Why do some product placements seem disruptive? What factors play a role in this? Do product placements have a future in television programming? These and other fascinating questions are explored in the book.
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