Product Placement Research Articles

Would a comparative study of dialogue-based brand placement in film and television be helpful in determining a successful strategy

Would a comparative study of dialogue-based brand placement in film and television be helpful in determining a successful strategy

Impact of Product Placement of Movies on Consumers Buying Behaviour

Impact of Product Placement of Movies on Consumers Buying Behaviour

VISUAL MERCHANDISE'S MARKETING COMMUNICATION AND ITS EFFECT ON CONSUMER PURCHASE BEHAVIOUR IN THE RETAIL SECTOR IN PUNE

VISUAL MERCHANDISE'S MARKETING COMMUNICATION AND ITS EFFECT ON CONSUMER PURCHASE BEHAVIOUR IN THE RETAIL SECTOR IN PUNE

The Social Media Influencers and Consumer Purchasing Intentions among Social Media Users

Social media influencer marketing encompasses the promotion of products or services involving product placement and endorsements from influencers. Influencers use their social media platforms to share videos, content, or images to shape consumers’ perceptions of various offerings. In this regard, this study examines how the trustworthiness and attractiveness of social media influencers influence consumers’ intentions to purchase different brands. The data were collected from 112 respondents residing in Tokha, Kathmandu, using a structured questionnaire distributed through convenient sampling. This research investigates the connection between influencers and consumer purchasing behaviour by employing descriptive, relational, and causal research designs. The results indicate a significant relationship between trustworthiness, attractiveness, and consumer purchasing intentions.

넷플릭스와 아마존 사례연구에서 나타난 스트리밍 커머스의 편의성, 유희성, 상호작용성

Background/Objectives: This study explores the intricate dynamics of convemence, playfulness, and interactivity of streaming commerce, as exemplified by the prominent platforms such as Netflix and Amazon. The study strategically examined two emblematic cases, namely, Netflix's “Get Organized with the Home Edit” and Amazon's “Making the Cut.”
 Methods: Through a systematic approach based on Yin' s (2017) methodology, the study unfolded in three discernible stages according to established research protocols. Starting with a meticulous literature review, this study laid the groundwork for establishing propositions underpinning the essence of convenience, playfulness, and interactivity within s treaming commerce. Subsequently, to dissect the nuances of the selected cases, a meticulous case analysis was conducted, thereby providing a holistic understanding of their operational mechanisms. Finally, interpretations were drawn, juxtaposing the findi ngs with rival explanations to strengthen the robustness of the derived propositions.
 Results: Both cases showcased a s trategic focus on elevating shopping convenience by leveraging multifaceted channels, effectively immersing consumers in engaging playful content, and employing compelling storytelling strategies to maintain las ting interest in the showcased products. Furthermore, this study emphasized these platforms' pivotal role in fostering greater interaction among consumers while fostering communal bonds. A critical aspect of this study was the meticulous consideration and subsequent dismissal of rival explanations that posited the cases as mere products of product placement or indirect advertising. This rigorous examination and rejection of alternative interpretations solidified the credibility and authenticity of the derived propositions.
 Conclusion/Implications: This study enriches the field of streaming commerce by uncovering the key aspects of convenience, playfulness, and interactivity. Moreover, it establishes a robust methodology for future case studies and offers actionable insights to improve consumer engagement in streaming commerce.

The Effect of Perceived Value and Emotional Valence on Product Placement: A Study of Pot-Based Short Video

Plot-based short videos account for the main proportion of short video data and occupy the top position in the overall placement of short videos of product placement. Based on the Persuasiveness Model and Planned Behavior Theory, this article studies the impact of informative perceived value and emotional valence on the effectiveness of plot-based short videos of product placement. The research results indicate that plot based short videos convey better positive emotions than advertisements with negative emotions, and highly informative plot-based short videos have better advertising effects than low informative ones.

Enhancing Food Supply Chain Efficiency: A Consolidation Shipping Approach For Multi-Product and Multiechelon

This research applies the application of delivery consolidation in the context of a multi-product and multi-echelon food supply chain, as a strategy to address operational efficiency and cost management. The aim is to implement consolidation in multi-product and multi-echelon distribution systems, in order to optimize product placement and distribution efficiently. The method adopted is the Linear Programming model, which considers key variables such as the number of goods to be sent, delivery route, resource allocation, fleet capacity and delivery time limit. The research results show that shipment consolidation, by scheduling shipments that are delayed until the second or third day, allows combining orders into one large shipment, thereby increasing load and route efficiency, reducing trip frequency, and achieving significant transportation cost savings. This strategy successfully increased load and route efficiency, reduced the number of trips required, and resulted in substantial transportation cost savings. Using this method, the total shipping and storage costs are 1,328,834. This consolidation strategy has proven crucial in optimizing delivery types, in addition to facilitating more effective route planning, reducing travel distances and times, and resulting in significant operational cost savings.

Tobacco Imagery in Indian Over-the-Top (OTT) Media and Its Compliance With Existing Tobacco Laws: A Content Analysis.

Over-the-top (OTT) media are internet-based content delivery systems offering media services to the viewers bypassing the traditional broadcasting platforms. The OTT media, with limited regulatory oversight, can serve as a source of exposure to tobacco-promoting content. This study analyzed the depiction of tobacco imagery in Indian OTT programs and assessed their compliance with existing Indian tobacco control policies. We conducted a content analysis of 28 purposively sampled OTT exclusive programs (14 movies and 14 web series) in India. Breathe California method was used to code the OTT content for tobacco imagery. We assessed the prevalence of tobacco imagery, its duration per episode or program, product placements, and brand appearances. We also evaluated OTT programs adherence to existing tobacco control policies in India. Tobacco imagery was identified in all of the web series and most OTT-exclusive movies. On average the web series depicted seven incidents of tobacco imagery per episode, whereas there were close to 19 incidents of tobacco imagery per movie. Ten minutes of OTT programming (including movies and web series) had on average 8.40 s of tobacco imagery. None of the OTT programs studied fully complied with Indian tobacco control policies. Depiction of tobacco imagery in OTT exclusive programs is common in India. Streaming platforms need to comply with existing tobacco control policies. Furthermore, there is a need to strengthen these policies and strictly enforce them to ensure tobacco-free mass media. India has more than 267 million tobacco users and accounts for the largest share of smokeless tobacco use globally. OTT platforms are largely unregulated and are considered drivers for global tobacco use. This is one of the few studies examining tobacco imagery in Indian OTT content, reporting the gaps in tobacco control policies in India. This study documents the product placement of smokeless tobacco, duration of exposure to tobacco imagery, and empirically report the compliance of OTT platforms with Indian tobacco control policies. The study findings can aid in strengthening tobacco control policies in India.

Performance of IPOs - A Detailed Analytical Study of IPOs During 2015-20

Initial Public offering (IPOs) are generally a first time offering of a company’s stock to the public. IPOs have had a strong significance all over the world as they act as an essential source of capital for companies to speed up their growth trajectory, as these funds help in the implementing new measures and strategic initiatives necessary for an unperturbed growth. This study includes the analysis of the performance of IPOs for the year [ 2015-2021] in detail and compares it with the short-term performance of a few select IPOs for the same range so as to understand which IPOs returns were more and is there any common factor leading to the same. The sample for this study includes all the IPOs listed in the Indian market for the selected year range. The resulting parameters of this study help in deriving the factors that led to the success or failure of IPOs in the market and provide a better understanding about the important factors involved throughout, Thus the results showcase factors such as brand awareness, Product placement and business models along with Investor sentiments are interconnected and have an effect on the performance of the IPOs. On the contrary, these findings help assess the current aspects of opportunities that lie in the IPO market with respect to long-term investments.

Business and Management Research on the Motion Picture Industry: A Bibliometric Analysis

The motion picture industry is subject to extensive business and management research conducted on a wide range of topics. Due to high research productivity, it is challenging to keep track of the abundance of publications. Against this background, we employ a bibliographic coupling analysis to gain a comprehensive understanding of current research topics. The following themes were defined: Key factors for success, word of mouth and social media, organizational and pedagogical dimensions, advertising—product placement and online marketing, tourism, the influence of data, the influence of culture, revenue maximization and purchase decisions, and the perception and identification of audiences. Based on the cluster analysis, we suggest the following future research opportunities: Exploring technological innovations, especially the influence of social media and streaming platforms in the film industry; the in-depth analysis of the use of artificial intelligence in film production, both in terms of its creative potential and ethical and legal challenges; the exploration of the representation of wokeness and minorities in films and their cultural and economic significance; and, finally, a detailed examination of the long-term effects of the COVID-19 pandemic and other crises on the film industry, especially in terms of changed consumption habits and structural adjustments.

Effectiveness of product placement in streaming TV series: the roles of product involvement, placement prominence, and celebrity endorsement

ABSTRACTStreaming platforms are revolutionizing the product placement practices in TV series via the embedment of brands using popular screenwriting and filmmaking techniques that could alter consumers’ perceptions and engagement. Aiming to extend the elaboration likelihood model and relevant theories, this experimental research investigated the influence of the key features of streaming TV series product placement and the interactions between them on consumers’ brand memory and attitudes. Participants (N = 347) watched pretested video clips from eight Chinese-language streaming series that featured product placements with different characteristics on a simulated streaming platform. Based on the findings that are partly inconsistent with previous literature in the context of traditional TV series, corresponding suggestions were put forward for the effective implementation of streaming series product placement to bring a win-win situation for the content producers, advertising and public relations practitioners, as well as consumers.

PEMBERDAYAAN MASYARAKAT BERBASIS EDUWISATA BAWAH AIR PADA WILAYAH KELOLA HUKOM ADAT LAOT (WK-HAL) LHOK LAMTEUNGOH SINERGISME DENGAN USK DALAM MENDUKUNG KAMPUS PTNBH

The Laot Lhok Lamteungoh traditional legal management area has marine natural characteristics consisting of shallow sea areas with coral reef ecosystems in several places, one of which is on Tuan Island, and several other points to the west-south in Peukan Bada District, Aceh Besar Regency. Coral reef areas are resources that must be conserved and provide income for the surrounding communities. PKMBP 2023 seeks an integrated program which will ultimately produce prospective entrepreneurs in the marine or maritime services sector, especially underwater tourism from traditional fishing communities. Service activities have been carried out for approximately 6 months June-November 2023 with socialization activities, FGDs, and a number of trainings and product placements in designated locations. The outputs produced in this activity include IPRs in the form of Copyright certificates, artificial reef prints, artificial reef products, mass media publications, and service journal publications. All targets were achieved as planned.

Research on the Impact of Sports Short Videos Product Placement on Consumer Purchase Intention

With the fast growth of mobile Internet technology, people are spending more and more time watching short videos on their phones. In response to the fragmentation of users' use of mobile terminals, product placement in short videos is also gradually gaining favor. This study aimed to explore the impact of sports-related short video product placement on consumers purchase intentions. In this paper, the SOR model was used, different influencing factors were added to the model, and SPSS 26 was used for significant impact analysis. The conclusion of this study was that consumers pay more attention to the attitude and relevance of product placement and that good advertising attitude and highly relevant advertising can have a positive impact on their purchase intention. Therefore, video creators should pay more attention to advertising content, improve advertising quality, and increase highlights, which will have a certain production direction for video creators or advertisers, and strive to produce excellent videos.

The Role of Influencer Marketing in Building Authentic Brand Relationships Online

Influencer marketing is a dynamic digital strategy that leverages social media influencers to promote products or brands to a targeted audience. It has evolved with the rise of platforms like Instagram, YouTube, and TikTok, providing individuals a stage to build substantial followings. Brands now collaborate with influencers to connect authentically with their demographics. Over time, influencer marketing has progressed from endorsements to include sponsored content, product placements, and influencer-generated material, emphasizing authenticity and trust in influencer selection. The objective of this review is to explore the dynamics of influencer marketing, from its evolution to its ethical considerations, effective campaign crafting, risk mitigation, and future trends, emphasizing its significance in the digital age. In the influencer marketing landscape, there are various influencer types, including celebrities, micro-influencers, and nano-influencers. Celebrities offer broad reach but may lack personal connection, while micro-influencers engage specific niche audiences, and nano-influencers have hyper-local, engaged communities. Crafting effective influencer campaigns entails defining clear objectives, selecting the right influencers, creating engaging content, implementing a multi-channel approach, and fostering audience engagement. Measuring success beyond vanity metrics focuses on quantifiable outcomes for a more accurate evaluation. Mitigating risks involves addressing authenticity, regulatory compliance, audience relevance, content quality, metrics, scalability, and potential negative publicity, ensuring successful influencer partnerships. Future trends include virtual influencers and AI-driven campaigns, with influencer marketing evolving toward authenticity and long-term partnerships.

Implementation of the Article 13 WHO FCTC measures and changes in cigarette smoking among youth in 42 countries

IntroductionDespite a decline in global smoking prevalence among adolescents, around 21 million youth report current cigarette smoking. Exposure to tobacco advertising, promotion and sponsorship (TAPS) is a risk factor for...

The Effect of Multicultural Marketing on International Product Placement

The efficiency of foreign product placement is investigated, along with the role that multicultural marketing methods play. As globalization continues to influence purchasing habits, businesses are looking for new methods to reach a multicultural customer base. Advertising and promotions in multicultural marketing are catered to different ethnic groups so that they are more likely to connect with and purchase from the brand. This study digs into the increasing value of product placement as a central advertising strategy for inserting items into material consumed by people of different cultural backgrounds. Marketers want to increase brand identification, memory, and sales by product placement in media that is popular with customers of different cultural backgrounds. The research takes a mixed-methods strategy, delving into both qualitative and quantitative data (surveys, consumer behavior research) to better understand the factors that contribute to the success of multicultural product placement campaigns. It explores how product placement is received and how successful it is in different countries and among different cultural groups by considering the impact of cultural context. In addition, the study delves at methods through which companies may successfully integrate products across cultural boundaries while avoiding offending locals. Culturally appropriate product placement has been shown to greatly increase brand exposure and customer interaction in a variety of countries. A deeper emotional connection is made with customers, building trust and loyalty, when product placement is handled with cultural sensitivity and authenticity. Mistakes in cultural sensitivity may damage brand reputation and sales. Marketers now have a road map for maximizing the potential of multicultural marketing for cross-cultural product placement success, which advances the disciplines of international marketing, cultural communication, and product placement methods. Companies may harness the potential of diversity and inclusion in their global marketing efforts by better understanding the complex interplay between culture and product placement.

Optimizing Inventory with Frequent Pattern Growth Algorithm for Small and Medium Enterprises

The success of a business heavily relies on its ability to compete and adapt to the ever-changing market dynamics, especially in the fiercely competitive retail sector. Amidst intensifying competition, retail business owners must strategically manage product placement and inventory to enhance customer service and meet consumer demand, considering the challenges of finding items. Poor inventory management often results in stock shortages or excess. To address this, adopting suitable inventory management techniques is crucial, including techniques from data mining, such as association rule mining. This research employed the FP-Growth algorithm to identify patterns in product placement and purchases, utilizing a dataset from clothing store sales. Analyzing 140 transactions revealed 24 association rules, comprising rules with 2-itemsets and frequently appearing 3-itemset rules. The highest support value in the final association rules with 2-itemsets was 10% with a confidence level of 56%, and the highest support value in the 3-itemsets was 67% with the same confidence level. Additionally, three rules had a confidence level of 100%. Thus, the association rules generated by the FP-Growth frequent itemset algorithm can serve as valuable decision support for sales of goods in small and medium-sized retail businesses.

Descriptive cross-sectional survey of tobacco and cannabis restrictions on state and local film incentives in the USA

BackgroundReducing tobacco depictions in media has significant health benefits because tobacco placements in films normalise tobacco use and are linked to youth initiation. Cannabis depictions may have similar effects. Placing...

Effect of product placement labeling on visual product and brand reception – an empirical eye tracking study

ABSTRACT Product placement is regarded as a strategic advertising tool for promoting commercial content in the broadcasting industry to promote sales or brand recognition via audiovisual media. Considering the opportunistic aspects of unfair competition and adverse implications on consumer behavior, regulations have been stipulated in many countries regarding product placement disclosures. Moreover, as further research is necessary to understand the impact of product placements on consumer behavior, a visual reception experiment and supplementary reception survey was conducted to investigate the effects of product placement labeling on consumer perceptions and memory performance. The findings of this study suggest that the insertion of product placement labeling had a noticeable impact on gaze behavior, indicating a perceptual response to the insertion and a subsequent alteration in brand related visual focus. The inclusion of labeling results in a higher frequency and duration of eye contact with brand logos, which is consistent with theoretical expectations of increased cognitive processing. A follow-up survey on reception showed positive effects on memory performance for the brand products displayed.

Numerical analysis of temporal second‐order accurate scheme for the abstract Volterra integrodifferential equation

In this paper, a second‐order accurate scheme is considered for the temporal discretization of the abstract Volterra integrodifferential equation with a weakly singular kernel. The time discrete scheme is constructed by the Crank–Nicolson method for approximating the time derivative and product integration (PI) rule for approximating the integral term. The proposed scheme employs a graded mesh for time to compensate for the singular behavior of the exact solution at . Under the suitable assumptions, the stability and convergence are established by the energy argument, and the error is of order , where is the parameter for the time grids. Numerical experiments validate the theoretical estimate.