Media: Comment - Awareness is easy; try connecting or creating resonance

The success of product integration in the Australian market is governed by two things. The first is legislation, while the second is local culture - what the actual viewers want in the way of product integration in television shows. Getting product integration right for different target audiences is a study which the Universal McCann Insight division undertook to identify what the viewers believe to be the benefits of product integration and hence what its true role is in the media mix.