The Effectiveness of Food and Beverage Product Placement in Korean Dramas

Abstract

The increase of Korean drama audiences in Indonesia over the years opens up another way for businesses to promote their products or services through product placement, which is a marketing strategy commonly found in Korean dramas. Since product placement comes with different dimensions, this paper analyses the effectiveness of different product placements by measuring brand awareness and brand attitude consumers have towards food and beverage brands displayed in Korean dramas using different product placement dimensions as well as comparing the effectiveness of audio-visual and visual food and beverage product placement in creating purchase intention with brand awareness and brand attitude as mediating variables. A post-test only non-equivalent quasi-experimental research design with a quantitative survey was used on a control group and two treatment groups. Results showed that the use of different product placement dimensions affect top-of-mind awareness and brand attitude yet no significant difference between audio-visual and visual product placement. Also, both top-of-mind awareness and brand attitude resulting from product placement successfully generated purchase intention among the Indonesian audience.