Product Placement Strategy Research Articles

Analysis of cigar marketing expenditures by product category, placement strategy and geolocation in the USA, from 2017 to 2022

SignificanceThe marketing of cigars, little cigars and cigarillos (CLCCs) and cigar wraps is under-regulated and understudied in the USA. To describe strategies CLCC manufacturers and vendors used to advertise their...

GREEN PRODUCT PLACEMENT IN TV SERIES: AN EVALUATION ON CONSUMER ATTITUDE AND PURCHASE INTENTION

Purpose: The main purpose of this study is to measure the effect of green product placement strategy on consumer attitude and consumer purchase intention. In addition, the study examined whether attitudes towards green product placement and intention to purchase green products vary according to demographic variables. Material and Method: This study was conducted in Istanbul, Turkey and the main population of the research consists of consumers who are 18 years old and over and watch television series. The sample size was determined to be 402 participants since it would not be possible to reach all participants in the universe in generalizing the analysis result. The data obtained was analyzed with PLS and SPSS programs. In order to test hypotheses; frequency analysis, validity analysis, reliability analysis and confirmatory factor analysis were performed. Findings: As a result of the research, it was concluded that the reality and response to advertising dimensions had a statistically positive effect on the intention to purchase green products. In addition, it was concluded that the consumer attitude variable towards green product placement and the intention to purchase green products differ according to gender. Result: In order to develop a positive attitude towards green products and increase the purchasing tendency towards such products, it would be appropriate for practitioners to focus on realism in product placement strategies, avoid creating a perception of commercial advertising, and increase environmental awareness. Generalization of the subject study would be possible in future studies if comparisons of green product placements in different communication channels are taken in consideration

Product Placement Dalam Serial Drama Korea (Analisis Isi Kualitatif terhadap Evaluasi Atribut Product Placement Kopiko dalam Drama Korea Vincenzo)

This study aims to analyze the implementation of Kopiko product placement in the Korean drama "Vincenzo" through Russell's (2002) dimensions of product placement, while evaluating the associated attributes of Kopiko brand placement within it. Considering the attributes of Entertainment, Informativeness, and Discomfort as outlined by Ducoffe (1996), the study adopts a qualitative approach with a constructivist paradigm, utilizing content analysis as the research method. The units of analysis include episodes 14, 15, 17, and 19 of the drama "Vincenzo". The analysis results indicate that the product placement strategy successfully optimizes visual, entertainment, and informative attributes in each episode. Aligning product messages with the storyline is crucial to maintaining narrative integrity without disrupting the viewer's experience. For instance, dialogues promoting the consumption of Kopiko candies in specific scenes demonstrate effective alignment between product messaging and narrative context. The informative attribute of product placement is also demonstrated effectively, particularly in episode 19 where information about Kopiko's product advantages is conveyed through dialogue, providing added value to viewers with relevant product information aligned with product placement attributes. Nevertheless, there is a risk of discomfort from product placement if the integration of the product within the storyline is inadequate. This study underscores the importance of considering product integration with a consistent narrative to avoid disruptions to the viewer's experience.

Coca-Cola product placement strategy backfires – a case of celebrity activism

Research methodology A secondary research method was used to collect data for this case. The authors have made use of newspaper articles and published articles written by journalists and experts which are available in the public domain. Case overview/synopsis Instances of celebrity activism such as athlete activism are rising. Social media has amplified the voice of celebrities and given them a personal channel to directly communicate with their fans without any media censorship. The same is true especially concerning endorsement by sports superstars, who now seem to have a mind of their own, independent of the official line of clubs, tournament organizers or sponsoring companies. This case discusses the embarrassment and financial loss faced by soft drinks giant Coca-Cola due to the public snub by football superstar Cristiano Ronaldo during an official press conference of the EURO 2020 championship. Complexity academic level Undergraduate and postgraduate students studying marketing management and brand management courses in business management and commerce streams can use this case. This case can also be used for marketing specialization students at the undergraduate and postgraduate levels.

Purchase Intention of Products Placed in Hollywood Movies Among Chinese Youth in Beijing

Product placement has been graded as one of the most influencing and attractive marketing strategy in gaining an above-average returns and getting better business shares. In this research project , product placement as an marketing strategy was assess among the China’s youth in the Hollywood moves that how much China youth have been effected by the product placement strategy. To meet the objectives of the study, cross-cultural survey was conducted. The survey was based on well-structured adopted questionnaire. The target population was the youth of china and about 369 university students were participated in the research. Data was analyzed using SPSS. The study revealed that students had awareness of the product placement in the Hollywood movies. The result predicts that product placement is an effective marketing strategy, which are attracting china’s youth and influencing their purchase intensions. The results also proclaim that youth are free in taking decisions.

Reality Show: The Influence of Destination Exposure to Viewers’ Travel Intention

Reality show has started to dominate the television industry and has been used as media for product placement strategy. Destination placement in reality show serves the same purpose. However, previous study in destination placement in reality show is limited, as well as the study about travel intention to destination through reality show. The purpose of this study is to examine the influence of destination exposure in reality show to viewers’ travel intention to the destination. This study was conducted using experimental method, involving one hundred and four undergraduate students distributed randomly into experiment and control group. The stimulus used in this study was the popular reality show, The Amazing Race. The data was analyzed using independent sample t-test. The result of this study showed that in general viewers who received exposure of destination in reality show had higher travel intention to the destination, and in specific triggered the awareness and interest to look for information about the destination.

IMPACT OF PRODUCT PLACEMENT STRATEGIES ON BRAND RECEPTION – LITERATURE REVIEW

Considering the changes in media consumption, many well-known brands decided to invest in product placement. Companies apply various strategies of placing the brand inside the media programming, not only in movies or television programs but also in social media, computer games and music videos. Present paper is aimed on investigate the influence of chosen product placement strategy on product placement effectiveness and is based on literature review. Research on product placement in movies shows that a mixed type of placement which encompass visual presentations of a branded product, company name or logo, and verbal reference to the embedded brand is better remembered in comparison to only visual product placement. There are also recognized product placement strategy based on various plot-relation level. According to research made in computer games, higher brand and game congruity result in better attitude but a brand incongruent with the game plot is better remembered. The authors also frequently mention about product placement visibility. Prominent placement in movies and computer games led to worse brand attitudes, is perceived as more disruptive, less realistic and interferes with the plot than subtle placement. The advantage of prominent placement in both medias and video sharing sites is better influenced on brand remembering. When it comes to social media, product placement takes a form of written placement or video placement. Some studies proved that video placement exert greater impact on attitude, better brand impression and cause higher users’ intention to click. Similarly in computer games it can be listed animated or as a static ads. In quoted study, brand recognition for the animated billboards was significantly higher than for static billboards and attitudes toward the animated ads were better.

Is it Ethical to allow Product Placement in Films

Purpose: In recent years, the Product placement industry in India has seen a significant boom. The growth of Product placement continues as media seeks funding and branded products. Product placement in Indian films and television is becoming increasingly common. Background: This research focused on central themes related to Ethical issue in Product Placement Strategy as advertisement or pure entertainment, need for government control and influence on viewers. Design: The results of a survey of 963 respondents from Pune and Mumbai are reported in this paper. Results indicate viewers have mixed response to ethical issues related to product placement in Indian films. Result: The results of the study may provide marketers and business decision makers with a further understanding of product placement in films and ethical issues involved in it. Future implication: The study was restricted to analyze the product placement in Hindi films only. But the outcome of this study may apply to other regional films also.

Product placement in computer/video games: an analysis of the impact on customers purchasing decision

The video game and virtual reality became a new way of doing marketing considering their growing popularity and the advances of new technologies in the past few decades. In this paper is presented a research that investigates the impact of product placement in video games on gamers’ decisions on the purchase of goods from advertised. This research is focused on two of the most played games nowadays: FIFA 19 and Final Fantasy XV. A survey with 465 respondents was conducted to understand the antecedents that impact the purchase decision considering the stimulus originated from the product placement. To conduct the survey, a framework was designed based in the extant literature reviewed and finally considering the constructs of product placement, quality of virtual reality, brand recognition, brand familiarity, emotional response and purchase frequency. The results of the study suggest that gamers generally respond positively towards product placement and that product placement can indirectly impact emotional responses that will impact on consumer’s purchase intention. Hence, advertising in the video game enhances brand recognition and the perception of virtual reality. The framework presented in this paper represents the theoretical contribution of this paper, relating different concepts in the theory of product placement to the purchase intention. Therefore, the findings on this paper can help managers to find the best way to reach customers by improving the product placement strategy in the video games.

Reality Show: The Influence of Destination Exposure to Viewers’ Travel Intention

Reality show has started to dominate the television industry and has been used as media for product placement strategy. Destination placement in reality show serves the same purpose. However, previous study in destination placement in reality show is limited, as well as the study about travel intention to destination through reality show. The purpose of this study is to examine the influence of destination exposure in reality show to viewers’ travel intention to the destination. This study was conducted using experimental method, involving one hundred and four undergraduate students distributed randomly into experiment and control group. The stimulus used in this study was the popular reality show, The Amazing Race. The data was analyzed using independent sample t-test. The result of this study showed that in general viewers who received exposure of destination in reality show had higher travel intention to the destination, and in specific triggered the awareness and interest to look for information about the destination.

Product Placement Strategy in the Business Market Competition: Studies of Fast Moving Consumer Goods

The phenomenon of distribution intensity has received little attention in academic research, particularly in its relation to the distribution of Fast Moving Consumer Goods (FMCG). This paper aimed at exploring distribution management practices that is appropriate for describing concept and theory related to product placement in the market. The paper uses either qualitative research method as phenomenology by using the philosophy of constructivism interpretation or grounded theory by philosophy of pragmatism interpretation. The data obtained to study the development in FMCG distribution management in term of channel group of traditional markets in Indonesia. The result identifies and describes that product placement concept pervades relations among: (1) the firm’s strategic policy; (2) numbers, types, and roles of salesperson; (3) the distribution level of product; and (4) the customers’ coverage expansion. Theoretically this paper proposes four typical of product placement strategies namely; trial, introduction, attacker, and leader. It might be argued that the findings of this study have constructively arranged the concept and theory of product placement as a form of its novelty. The result of the study contributes into the concept of “place” in marketing mix, along with the use of agency theory as an alternative perspective in marketing management research.

Consumer Pseudo-Showrooming and Omni-Channel Placement Strategies

Recent advances in information technologies (IT) have powered the merger of online and offline retail channels into one single platform. Modern consumers frequently switch between online and offline channels when they navigate through various stages of the decision journey, motivating multichannel sellers to develop omni-channel strategies that optimize their overall profit. This study examines consumers' cross-channel search behavior of pseudo-showrooming, or the consumer behavior of inspecting one product at a seller's physical store before buying a related but different product at the same seller's online store, and investigates how such consumer behavior allows a multichannel seller to achieve better coordination between its online and offline arms through optimal product placement strategies. We develop a stylized model in which a multichannel firm offers a product line consisting of two horizontally differentiated products. Consumers are uncertain about the true value of either product. A consumer's uncertainty regarding a particular product's value is fully resolved after inspecting that product in person, and can also be partially resolved after inspecting the other related product. By selling only one product through the dual channel and the other product through the online channel exclusively, the firm induces consumer pseudo-showrooming for the online exclusive product. Our analysis shows that this product placement strategy generates a greater profit than selling both products through the dual channel, if the fit probability of individual products and consumers' cost for returning a misfit product are both in the intermediate range. Moreover, we find that over a large parameter region, consumers also enjoy a greater total surplus under the firm's product placement strategy that induces consumer pseudo-showrooming. Furthermore, we find that the firm garners the most benefit from inducing consumer pseudo-showrooming by selling the higher-quality product or the higher-demand product through the online channel exclusively. Collectively, our study offers a compelling demand-side justification of the commonly witnessed practice among multichannel sellers to offer products online exclusively when offline selling is feasible.

Impulse Buying Behavior of Retail Consumers

Retail competition in Indonesia is increasingly competitive after an international retail policy can take place in Indonesia directly. The real impact, international retail dominance over national (local) retail is increasingly seen, especially seen based on sales turnover. The competition requires the right strategy. This study aims to explore retail consumer behavior in Surakarta. The result of exploration shows that the main factor of decision of retail selection is retail location (28%). Further factor of price (21%) and merchandise (15%). In addition, consumer shopping behavior shows that consumers when in shopping is not alone. Subsequent findings indicate that most consumers do not make written planning when shopping so often buy products that are outside the initial planning (impulse buying). This is further strengthened when there is promotion (41%) and product placement strategy (23%). While the results of SEM-PLS analysis, the relationship between the variables that are constructed indicated that the variable of merchandise and in-store promotion has an effect on impulse buying. Product quality and price variable do not affect impulse buying. Furthermore, money available variable is not a moderating variable between in-store promotion and impulse buying.

MEASURING THE EFFECT OF PRODUCT PLACEMENT STRATEGY ON ATTITUDINAL ASPECTS

Conventional advertisements due to its over exposure are losing their effectiveness; consequently product placement strategy is becoming a popular marketing tool. The aim of this paper is to ascertain the influence of predictors variable “product placement” on dependent variables (“brand recall, purchase intention and brand loyalty”. This study has a sample of 300 respondents who were selected via Mall intercept method. The data was evaluated through a multiple steps procedure and the overall model tested through SEM. The model was able to successfully explain who consumer’s reacts on product placement strategy. The results were consistent with the earlier literature, and all the three hypotheses failed to be rejected. This study revealed that the strongest effect of product placement was on brand loyalty. Purchase intention and brand recall also significantly affect product placements.

Consumer Perception and Attitude towards 'Product Placement' in India

In the current scenario, Indian advertising industry is coming up with an additional element of promotional mix i.e. Product Placement. There is a continuous need to identify the consumer black box in the era of advance information and digital technology. This study is thus, taken up to understand the consumer perception and attitude towards product placement in India and how these factors have an impact on consumer buying behaviour. Consumer perception and attitude was analysed through questionnaire survey. One-way ANOVA, multiple regression analysis, and Analytic Hierarchy Process (AHP) was calculated for analysis and testing of hypothesis. This study shall provide base for further research and help in deriving the turn that the product placement strategy might take in the coming years.

When James Bond shows off his Omega: does product placement affect its media host?

Purpose– This paper aims to contribute to the marketing literature and practice by examining the effect of product placements on the host brand. The declining effectiveness of traditional advertising has prompted increasing interest in strategies for placing products in media programming. Most existing research adopt the perspective of the brands embedded in media products, with limited attention to the impact that product placement has on the media product that serves as a host brand for the embedded brands. The authors investigate this effect in the context of motion pictures and develop a theory-driven conceptual model.Design/methodology/approach– The authors test their hypotheses with two experiments in which randomly assigned participants view one of seven versions of a custom-made, seven-minute short film that differ in their level of placement prominence.Findings– The results from a mediation analysis indicate that, after controlling for audiences’ general attitudes toward the embedded brand, greater placement prominence heightens consumers’ reactance to persuasion attempts and negatively affects their evaluations of the host brand. Apost hocexperiment confirms that even very low levels of placement prominence can worsen host brand evaluations.Originality/value– This research is among the first to investigate the effects of product placement from a host brand perspective. It issues a warning to producers of entertainment content: a product placement strategy may generate additional earnings, but it also can lower audiences’ evaluations of the focal entertainment product.

Who put that movie in the way of my brand?

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Which movie has seen the best product placement strategy on behalf of a brand? DeLorean has received iconic status after its car was used in Back to the Future; however, it seemed to do little for its chances of survival in the 1980s. However, it has surely done Aston Martin some good to be the car of choice for James Bond during that particular movie franchise (although the original character drove a Bentley in the Ian Fleming novels). Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Product placement within a fast-picking tunnel of a distribution centre

This investigation emanated from the concern of management of a distribution centre (DC) in the beverage industry that a fast-picking tunnel was severely congested during peak-picking season. They were interested in finding out whether the placement sequence of stock-keeping units (SKUs) has an impact on throughput/performance. The objective of this investigation was to optimise the placement order of products in the fast-picking tunnel of a DC to reduce congestion and improve throughput. To minimise the total restocking effort, the number of pick locations for each product picked was first optimised. A simulation model was then built to evaluate the queuing of a given product placement strategy in the fast-picking tunnel (forward pick line). Finally, the performance of the following product placement strategies were evaluated: current strategy, probability low to high, probability high to low, volume low to high, volume high to low, probability × volume high to low, probability × volume low to high, probability bowl and volume bowl. The sequencing probability low to high sequence was the best placement strategy followed by the volume bowl and probability bowl sequences. The gap between these sequences reduces as the arrival rate in the forward pick area increases. Practitioners seem to prefer the bowl sequences over the probability low to high sequence because of the need to build a solid pallet base. Therefore, the industrial sponsor preferred the volume bowl sequence for implementation.

PENGARUH PRODUCT PLACEMENT VOLVO DI DALAM FILM TWILIGHT SAGA: BREAKING DAWN PART 1 & PART 2 TERHADAP BRAND RECALL

Movie scenes have become attractive means for many industries to present their products without enforced impression. Through careful designed product placement strategy, Twilight movie became the perfect promotional media for Volvo in promoting their products. Volvo is one of the premium automotive brands under the auspices of Indomobil. This well-known brand always put and positions their product merely for the target premium. Product placement is an example of a hybrid message or an attempt to influence audience at an affordable cost. Some benefits in advertising through product placement are a lot of audiences see the products so that the brand awareness and the products’ credibility would significantly increase. In conclusion, consumer’s behavior in recognizing and remembering a product might be affected by their vision, hearing, and admiration.

The Impact of Product Placement Strategy on the Placement Communication Effect: The Case of a Full-Service Restaurant

This study discusses the communication effects when restaurants are placed in a television drama. A total of 300 respondents from a university in the north of Taiwan viewed a 6-minute experimental film and then completed a questionnaire. The statistical results indicated that: (a) if consumers have a more favorable view of an actor in a drama, this will enhance the placement communication effects; (b) if the link between a restaurant and drama is stronger, this will enhance the placement communication effects; and (c) if a restaurant is placed in the drama more often and in a more integrated fashion, the placement communication effects are enhanced. This study not only enriches the literature on product placement marketing in the hospitality field, but also helps hospitality managers to consider how to establish appropriate marketing strategies when placing restaurants in television dramas.