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Article
Product placement in US and New Zealand television soap operas: an exploratory study
Journal of Marketing Communications
  • Simon J Pervan, Southern Cross University
  • Brett AS Martin, University of Bath
Document Type
Article
Publication Date
1-1-2002
Peer Reviewed
Peer-Reviewed
Abstract

Although the soap opera as a television genre has consistently captured the imagination of millions of people around the world, surprisingly little has been written about it in the marketing literature. Understanding the consumption imagery in soaps may allow marketers to assess the relevance of product placement for their promotion strategy better, as well as providing valuable insight into the consumption habits of their considerable viewing audiences. Data were collected through content analysis from two soap operas, one in the USA and one in New Zealand. The results indicated a high level of consumption imagery, including brand references. Furthermore significant differences in the types of product and the emotional outcome of product use were found between the countries.

Citation Information

Pervan, SJ & Martin, BAS 2002, 'Product placement in US and New Zealand television soap operas: an exploratory study', Journal of Marketing Communications, vol. 8, no. 2, pp. 101-113.

Published version available from:

http://dx.doi.org/10.1080/13527260210152382