Exploring Practitioners’ Views on Product Placement: What can Taiwan Learn from the West
Christine J. Moh,
Shuhui Sophy Cheng,
Hsiang-Wai Lai
et al.
Abstract:To improve Taiwan’s media production quality, especially in placement marketing practices, this study explores Western practices and regulations to find what Taiwan can learn from the West. The study first gathered, reviewed, and analyzed past placement marketing studies and literature from Europe and the United States, then conducted in-depth interviews with a scholar who reviews placement marketing violation cases for Taiwan’s competent authority (NCC) and American media professionals who had first-hand expe… Show more
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