Abstract
Product placement has been widely used in international film industry because of its efficiency. During the past 20 years, the practice of product placement has grown appreciably which lead to most of the marketers nowadays use placements as their marketing strategy. Therefore, this research aim to analyse the effectiveness of product placement in film. Experimental design was employed by 40 respondents in UCSI University for this study which was supported by the theories of the Hidden Message and the Character-Product Interaction (CPI). Correlation between product placement in film, purchase intention and brand attitude were found significant. Brand attitude and the purchase intention after exposed to product placement have higher findings among others. Moreover, purchase intention and brand attitude of respondents both increased after being exposed towards product placement. Limitation were taken in account in terms of demographic, efficiency and extensive. Future researchers are suggested to conduct their studies with a larger sampling size, a longer duration and to conduct the study with different categories of product to provide a more accurate result for the improvement of marketers. Hence, marketers were suggested to use product placement in film in order to increase the purchase intention and positive brand attitude of audiences.Students generally have positive purchase intention and brand attitude on product placement in film no matter before or after the exposure to the selected movie Jurassic World.
Highlights
Jurnal Pengajian Media Malaysia / Malaysian Journal of Media Studies as the branded products, or signage in a motion picture (Steortz, 1987, as cited in Newell, Salmon, & Chang, 2006)
According to Guilford’s Rules of Thumb, it shows that there was a moderate positive correlation between the two variables (r = 0.564, n = 40, p = 0.000) which indicates a significant relationship between product placement in film and purchase intention (p < 0.05)
This explained that product placement leads to a higher purchase intention, and product placement in the film does influence audiences’ intention to purchase
Summary
Jurnal Pengajian Media Malaysia / Malaysian Journal of Media Studies as the branded products, or signage in a motion picture (Steortz, 1987, as cited in Newell, Salmon, & Chang, 2006). The first problem in this research is some of the marketers placed product placement without getting sufficient information, and the second problem would be due to the lack of study on product placement in Malaysia. The second problem was being discussed because of the lack of being studied in Malaysia This perhaps is good news because it means that people seldom notice they have been used to watch a product placement in the film which led to the lack of attention of product placement. At first glance, it may seem like many people think that commercial advertising is the only way to place an advertisement but it is not. There are alternative avenues to product placement that can be explored
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