SE

Fundamentally, product placement roots in the USA, which is commonly considered to be an American phenomenon, and used primarily as a movie-based tactic. To define, product placement is the deliberate placement of branded products or services within media content. For example the scene where Will Smith drink Coca-Cola in film.

As a result of global flow, and access to media content and technology, the practice of product placement has become media-neutral and spread across other cultures. Due to this circumstances, there is a need to develop an expanded understanding of how non-US consumers perceive such placements.

Product placement like traditional forms of advertising, transmit and reflect the important symbolic meanings and values within a culture. To add in, consumer attitudes toward product placement may also vary depending on the fundamental cultural orientations and values of a particular society.

In general, there are abundant cross-cultural comparisons of advertising and promotion but little is known regarding how consumers from different cultures perceive and process product placement in their mind. Other than that, there has also been very limited knowledge on how and to what extent the medium of placement affects perceptions of the tactic.

The main purpose of this research is to examine:

i. US and Korean college student consumers’ attitudes towards product placements in three different media (films, TV shows, and songs).

ii. product placement acceptability based on media genre and product type.

Based on the above purpose, researchers have developed five research questions involve in this study. There are:

i. What similarities and differences exist in the influence/attention of product p