Product Placement: A New Trend in the UK

(Proposal)

Chapter 1: Introduction

Background

The need is to integrate marketing communication and the complexity of the communication planning due to several factors. Among them are central to the brand, integrated marketing concepts, it is necessary to maintain the interaction of all the points of contact with customers and stakeholders, increasing the possible points of convergence and growth of new forms of communication. Paradigm of product placement requires a marketing communications consultant and / or practitioners, their domain of expertise extend (ulcers, Brennan, 2006 21). Two of the exponential growth of digital-online modes, such as website, e-mail, cell phone modes and product placement. Product placement is, in a manner dependent on "Insider" research.

Problem Statement

Since the resistance of the product placement in the UK and the cultural and linguistic relations practice includes product know-how in this area, one would expect product placement views and decisions of the British doctors to be comparable with their counterparts in Great Britain.

Purpose of the Study

The prime purpose of the study is to analyse the current status of product placement as a new trend in the United Kingdom's retail marketing.



Research Question

How practitioners in Great Britain make product placement decisions?

Significance of the Study

Spending on product placement is expected that the United Kingdom 7600000000 pounds in 2010 (Easley, Madden, Dunne, 2000, 83 away). Although the United Kingdom is the largest in the world of paid product placement market, estimated at GBP 1.5 billion in 2005, in countries such as Brazil (285 million pounds) have important players. China (up 34.5 percent), India (up 26 percent), Malaysia, Indonesia and Vietnam have minimal regulatory barriers and cover the product placement (Djelic, 2004, 43). In contrast, product placement in the European Union and the United Kingdom is growing more slowly because of the strict rules governing the practice, although they are expected to be raised by the end of this decade (d'Astous, Chartier, 2000, 31).

Dominance of the UK allocation of decision making, access to the management practices of scientific publications, consortia management knowledge and best practices forums shows that the practice of Great Britain would have a significant impact in the world to facilitate instead. Besides the fact that the UK market strive by all other countries (Butcher, McCulloch, 2003, 73), the organizational management literature is full of studies of "global" adoption of American models and management practices (Brennan, ulcers, 2004, 11). While Brazil more money for the placement of the advertising industry in the UK has close links with Britain (Butcher and McCulloch, 2003, 74), and therefore we can expect strong similarity solutions. But established British industry product placement less than in Germany, may be so, no difference. The purpose of this study is to use the British practitioner views and perceptions of decision making with those of his colleagues to compare the British entrepreneurs.

Chapter 2: Literature Review

Past research on product placement can be divided into three broad but related topics. Most relevance to this study, however, practitioner studies, especially studies that help our understanding of the ...