Effectiveness of Product Placement in Television Series

Abstract

The purpose of the study was to determine the effectiveness of product placement in three television series namely: “I Love Betty La Fea,” “Ang Probinsyano,” and “Oh My G!” The study focused on determining: what products are promoted or placed in the television series and how these products are incorporated in the television series. In answering the problems the study used the qualitative research design, gathering data by selecting ten episodes from each of the television series that has product placement, which were technically analyzed and interpreted. It was then evaluated by experts for validation. The study showed that visual dimension is more dominant than other dimensions of product incorporation, which makes television an effective medium in promoting products. The study also revealed that the product placement in three television series is effective, which implies that it is indeed an effective strategy for advertising. But there are still some limitations and complications that should be considered in using the said technique, such as its exposure and repetition, if advertisers want to make it highly effective. Keywords: product placement, effectiveness, advertising strategy, television series.