Influence of Product Placements in Films and Television on consumers Brand Awareness

Sunita Kumar

doi:10.14738/abr.52.2747

Abstract

Today marketers are hugely making use of product placements in films and television. Product placements are being thought to be more beneficial as they are incorporated in the storyline and therefore this is hard to be missed by the viewers. The objective of the research is to find the reason for people to connect to products, their attitude towards product placements and how this attitude influences their brand awareness and buying. There have been studies before showing why marketers and consumers are preferring product placements over commercial advertisements however this study focusses on the effect of product placements on consumer brand awareness. The data for this research has been collected by a questionnaire that includes questions on general opinion as well as the influence of product placements on Brand awareness. The data has been analyzed using Advance Analytics Methods (Random Forest and Association Analysis). The former method helped in identifying the important factors and later method helped to see the various combination of factors influencing product placements in films and television.

Highlights

Product placement is an advertising method and tool that includes products in entertainment programs such as movies, TV programs and video games, with a specific objective
The questions “I get positively influenced by a product placement when my favorite celebrity is associated with it” and “The presence of branded products in movies and TV make it more realistic” have the highest impact on Brand awareness
It was further observed that questions “Do you watch reality shows on television and “Are you aware of Product Placements in films and Television” have a similar response from most of the people

Summary

INTRODUCTION

Product placement is an advertising method and tool that includes products in entertainment programs such as movies, TV programs and video games, with a specific objective. Among the various uses of product placement in different kinds of media, several studies have talked about the impact of product and brand placement in movies. This approach is measured with the following factors: raising awareness, brand recall, image development, expansion of target audience, development of positioning, internal marketing etc These methods are not widely acceptable today because they are new, they cover all aspects that are useful in theory and in practice. The research article provides useful results for practitioners such as media planners, advertising agencies, brand managers, film script writers and producers for increasing the positive impacts of their product placements. This article explores the pros and cons of product placement as a marketing strategy It highlights the ways in which product placement helps to create higher value and impact on the viewers as compared to other types of promotions. It has been tried in finding out if consumers make purchase decisions on the basis of a product placement, if they are able to recall a product placement while making a purchase, if they find product placements disruptive as a consumer and if watching more reality shows (as they include more product placements) affects their buying behavior

RESEARCH METHODOLOGY

H2: Product Placements in electronic media influence consumer buying behaviour

20. Brand Awareness Score

CONCLUSION

Limitations of the study