Audience attitudes towards brand (product) placement: Singapore and the United States

Abstract

Click to increase image sizeClick to decrease image size Additional informationNotes on contributorsJames A. KarrhJim Karrh is an assistant professor of marketing and advertising in the College of Business Administration at the University of Arkansas at Little Rock. A marketing consultant to corporations and universities, his research interests include brand placement, advertising effects and impression management. His research has been published in the Journal of Current Issues and Research in Advertising, the Journal of Interactive Marketing and Public Relations Review.Katherine Toland FrithKatherine Frith is an associate professor of advertising in the College of Communications at the Pennsylvania State University and is currently on leave teaching advertising in Singapore. Before joining academia she worked in New York as an advertising copywriter for J. Walter Thompson, N.W. Ayer and Grey Advertising. Frith has edited two books, Advertising in Asia: Communication, Culture, and Consumption (1996) and Undressing the Ad: Reading Culture in Advertising (1998), and is currently working on a third text titled Advertising and Societies.Coy CallisonCoy Callison is an assistant professor in the School of Mass Communications at Texas Tech University. His research focuses on public relations, including organisation and product promotional campaigns, as well as practitioner credibility and effectiveness.