Abstract:
Product placement has now become an important emerging area of marketing and advertising communications. This study examines the situation of product placement in Japanese media, with a focus on the animation industry. Japanese 'anime' has often been described as 'not suitable' for product placements. A field experiment study has been conducted in order to verify if this is true or not. Following existing studies on brand recognition/recall after exposure to product placement, an audience was exposed to anime with placements of 'spoof brands', measuring brand recognition.
