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Perceptions of product placement practice across Australian and US practitioners

Margaret Craig‐Lees (AUT University, Auckland, New Zealand)
Jane Scott (School of Marketing, University of New South Wales, Kensington, Australia)
Remiko Wong (Yahoo!7 Australia, Millers Point, Australia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 August 2008




The aim of this paper is to examine the perceptions of Australian product placement decision makers and to compare them to those of their US counterparts, as reported by Karrh, McKee and Pardun.


The paper is a differentiated replication of a US‐based study. Data were gathered by an online survey from product placement decision makers.


The findings reveal that many Australian practitioner attitudes and beliefs are more similar to those held by US practitioners in 1995 than in 2003. Similar to their US counterparts, Australian practitioners are disinclined to implement academic research findings into their decision making.

Research limitations/implications

The data are limited in terms of the sample size and type (non‐probabilistic), the restrictions imposed through the conditions set by the replicated study, namely the non‐reporting of standard deviations resulting in the need to use pooled standard deviation to enable comparisons.

Practical implications

This paper should be of interest to academic researchers and practitioners as it reports on practitioners' views and use of academic research and factors they use in making strategic placement decisions.


The Australian context is original. However, the value of the paper lies in the replication approach. A key issue in marketing research is the lack of replications and accurate comparison points; both are necessary if practitioners are to be confident when applying knowledge produced through academic research.



Craig‐Lees, M., Scott, J. and Wong, R. (2008), "Perceptions of product placement practice across Australian and US practitioners", Marketing Intelligence & Planning, Vol. 26 No. 5, pp. 521-538.



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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