Audience Opinions on Egyptian Television Advertising and Attitudes towards Product Placement

Abstract

Product placement is a marketing technique, where a product, service or a trademark, is included or referred to in works such as television programmes or films for advertising purposes in return for money. OFCOM Code defines it specifically as: “The inclusion in a programme of, or of a reference to, a product, service or trademark where the inclusion is for a commercial purpose, and is in return for the making of any payment, or the giving of other valuable consideration, to any relevant provider or any person connected with a relevant provider, and is not prop Abstract