Product Placement (1)

7/28/2019 Product Placement (1)

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ORIGIN OF PRODUCT PLACEMENT

CONCEPT

Introduction:

In recent years there has been an increase, in the

practice of product placement, which is defined as the

planed entries of products into movies or television shows

that may influence viewrsproduct beliefs and or

behaviors favourably (Balashubramaniam 1994). For

movies alone product placements are estimated to cost

advertisers US$1 billion a year (Mueller 2001) and are

starting to offer an alternative to more traditional forms of

marketing communication, which are proving to be more

costly and less effective in reaching target audiences.

The origins of product placement can be found in the

1930s,when US tobacco companies paid movie stars and

sporting heroes to endorse their brands. From then until

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the 1970s brarter-style arrangements were in operation, in

which goods were supplied on the basis that they would

be featured in movies. However, the nature of these

arrangements changed in the mid-1980s with the

establishment of specialist product placement agencies,

which negotiated agreements between suppliers and

moviemakers, whereby the former would benefit from

brand exposure, while obtain often much needed financial

support, and the movie would have increased authenticity.

Ever since, the placement of products in movies has

become an important element of consumer marketing

programmes. With around a thousand brands make cameo

appearances by accident (Mc Carthy 2000).

There has been tremendous growth in the

entertainment industry in recent years (Howard-Williams

1993; Ekuasgberg & Shugan 1997). Film audiences, for

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example, have been revived as a result of the advent of

multiplexes and increased household penetration of

internationally broadcast cable and satellite channels as

well as video cassette and DVD players. Overall, these

developments have created cost-effective commercial

opportunities for brand exposure to ever-increasing

audiences (Howard-Williams 1993). A typical movie with

international distribution can reach over one hundred

million consumers as it moves from box office to

video/DVD to TV (Vollmers & Mizerski 1994). Within

this context, product placement is an emerging

phenomenon. It is widely practiced in Hollywood movies,

which are enjoyed by the largest audiences worldwide,

and serves as a novel and long-lasting form of advertising,

which can cost effectively reach target markets on a

global scale (Read 1999).

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CONCEPT OF PRODUCT PLACEMENT

Product placement is a promotional tactic used by

marketers in which characters in a fictional play, movie,

television series, or book use a real commercial product.

Typically either the product or logo is shown or

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favourable qualities of the product are mentioned. The

product price is not mentioned nor is any negative features

or comparisons to similar products. Very generally,product placement involves placing a product in highly

visible situations. The most common form is movie and

television placements.

For example a soft drink manufacturer will pay a

movie production studio such as Paramount to includetheir product in the film. Typically the label of the bottle

or can will be pointed towards the camera so that it is

clearly visible. The payments are based on exposure,

which is the number of times the product shown or

mentioned, the duration of that exposure, and even more

recently, past-2000, the inclusion of the product in the

story line. If the product is actively used (such as when a

leading character can be clearly seen to take a drink from

the bottle or can), additional fees will be paid, producers

seek out companies for product placements as another

revenue stream for the movie, which is then tied in with

other promotional activities.

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Product placement is the practice of integrating specific

products and brands into filmed entertainment that

provides increased brand awareness and enhanced brandimage.

Definitions of Product Placement:

There are some definitions of product placement and

these are typically referred to given categories of the

practice. These are given below:Balasubramanian (1994) referred to the product

placement as a paid product message aimed at

influencing movie (or television) audiences via the

planned and unobtrusive entry of a branded product into a

movie (or a television programme).

DAstous and Chartier (2000) defined product

placement as the inclusion of a product, a brand name or

the name of a firm in a movie or in a television

programme for promotional purposes.

Ford (1993) referred to product placement as the

inclusion of a product or service within a film or

broadcaster.

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Bader and Crawford (1995) defined product

placement as the inclusion of commercial products or

services in any form in television or film productions inreturn for some sort of payment from the advertiser.

Gupta and Gould (1997) defined that it involves

incorporating brands into movies in return for money or

for some promotional or other considerations.

All the above definitions provide interesting conceptsof product placement, but each omits some important

aspects. Although the paid nature of product placement is

included in all definitions, only the movie and television

types of media are mentioned.

Types of Product Placement:

Visual Placement: This occurs when a product,

service, or logo can be simply observed within the

setting of a Television show or Film.

Verbal Placement: This occurs when an actor

mentions a product or service by name.

Hands-On Placement: This occurs when an actor

actually handles or interacts with a product or service

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Categories of product placement:

Product placement strategies are generally classified

into three main types. These three types are given below: Implicit Product Placement: This refers to the

placement of a branded product within a television

programme without being formally expressed. It

plays a passive and contextual role.

Integrated Explicit Product Placement: A branded

product that is formally expressed within a television

programme is defined as an integrated explicit

product placement: it plays an active role. In this type

of product placement the benefits and attributes of

the product are clearly demonstrated.

Non-Integrated Explicit Product Placement: In

this type of product placement a branded product is

formally expressed but it is not integrated within the

contents of the television programme.The sponsors

name is presented at the beginning, during or at the

end of the programme.

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Product placement can also be categorized in terms its

modality and relevance. On the basis of it is defined

below:Russell (1998) employed the categories in three ways:

Screen Placement: It is a visual type of placement.

It involves placing a brand in the scene of a movie or

television programme.

Script Placement: It is an auditory or verbal type of

placement. A branded product is mentioned in a

dialogue in this category.

Plot Placement: It refers to the combination of

visual and verbal components. In this type of

placement, a brand or product becomes a part of the

plot or takes a major place in the storyline. The

subtlety of the connection between brand reference

and plot is important.

Current wisdom among Hollywood agents handling brand

placement in movies is that the portrayal of the brand

must tell a story because simply showing the can does

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not offer a sufficiently powerful narrative context to

enhance the brand identity (Hackley 2003)

For example, in the US television series Friends, therewas a scene in one episode where Rachel flew to Rosss

wedding in London in a Virgin plane (and Branson had a

cameo role). Branded products are often seen on a shelf in

a shop in the popular UK TV soap EastEnders; however,

there is no explicit reference made to sponsorship in thescript or credits. This is the example of Implicit Product

Placement.

POPULAR WAYS TO PROMOTE PRODUCT IN

MOVIES

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1. The most common products to be promoted in this

way are automobiles. Frequently, all the important

vehicles in a movie or television serial will besupplies by one manufacturer. For example, the X-

Files use Fords. Since the dawn of television

automobile companies have been providing their

vehicles to be used in shows. In film Chalte Chalte

Sharukh Khan promotes Castrol Lubricant. Ananother example is as Ddams Jewellary in movies

Deewane Huye Pagal and Humko Deewana Kar

Gaye. In this way the clothes are also advertised like,

Armani Jeans-T-Shirts used by Imran Haasmi in

Aksarand Ferrari Sports Wear in Humko Deewans

Kar Gaye andRbk Sports WearinEk Ajnabi used by

Amitabh Bachan.

2. A variant of product placement is advertisement

placement. In this case an advertisement for the

product (rather than the product itself) is seen in the

movie or television series. Examples include a

Thums-Up hoarding in Kaante. In this way the

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example is T-Series hoarding in Deewane Huye

Pagal.

3. Product placement is also used in books (particularlynovels) and video games, such as Crazy Taxi which

featured numerous real retail stores as game

destinations. However, sometimes the economies are

reversed, and video gem makers pay for the rights to

use real sports teams and players.

PRODUCT PLACEMENT IN MOVIE- IN INDIAN

CONTEXT

If We take the product placement in movies then

your theory should start with Shaan as in India it was

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the first movie which placed and promoted Atlas-2

seater in it. As far as the product placements concerned

it is the position or image of the product into the mind ofthe customer or end user.

Brands and popular Indian cinema have aligned quite

famously, and the trend of in-film advertising is gaining

ground as both producers and advertisers see long-term

bebefits. Now, advertising agencies also see filmadvertising as a big revenue-earner and a way to build big

brands.

Since February 2001, Leo Entertainment, a division

of Leo Burnett India, Has been providing an entire gamut

of services such as marketing strategies, in film

placements, creative campaign, outdoor, print and online

advertising, ground promotions and contests to film

producers.

Sanjay Bhutiani, who heads Leo Burnett

Entertainment, says in film placements is a hugely

lucrative business and is raking in anything between Rs. 5

Lakh and Rs. 5 Crore for film producers.

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The first film for which Leo Burnett Entertainment

managed the promotions was Ajay Devgans home

production Raju Chacha, after which the company baggedfilms such Pooja Bhatts Jism, B.R.Chopras Bhaghban

and Sanjay Guptas Kaante.

Leo Burnett Entertainment is already an independent

profit-centre due to billings received from films such as

Kaante, Raju Chacha and Yeh Kya Ho Raha Hai in whichit leveraged brands such as Coke, Thums Up, Maaza,

Provogue, Castrol, Tata Tea.

Finances that film producers expect by associating

with brands.

Right now, companies are willing to pay amounts

ranging between Rs. 50

Lakh and Rs. 5 Crore for placing their brands in films, but

it depends on the budget of the film. Big budget films with

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big stars can expect more. The size of this advertising is

expected to grow nearly 100 per cent in the next two to

five years as more and more companies get attracted tothis kind of advertising.

Advantages of in-film advertising to producers

and advertisers.

Advertisers are able to get big stars at a fraction of thecosts they would

normally shell out for an exclusive tie-up. Films are not

subjects to surfing,

zipping or muting (unlike in TV and other media). Films

appeal to emotions

and scenes in films in films catch people off-guard unlike

an advertisement, which catches the audience in cold

evaluating mood. Films transcend geography, class and

cultural barriers and catch people in a receptive mood.

And films are target-specific.

Connection of films and brands.

A film-viewer has a short attention span. The best way

to deliver the message is to catch the viewer off-guard

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when his rational defense is down. Appealing to viewers

emotions is better than appealing to their rational thought.

The rational gate examines the emotional gate is all abouttrust, love, identification and belief. Films operate at the

emotional level. Placing a product in a film is catching the

viewers at an emotional level when he can connect with

brand.

There can be synergies between brands and films. Thesuccessful integration of product placement within the

films storyline has long history-the first example being

the yellow Rajdhoot bike used in Raj Kapoors Bobby.

Hollywood also leveraged brands such as BMW (Bond

movies), Jaguar, Ford, Ray Ban (Tom Cruise in Risky

Business and Mission Impossible), Starbucks coffee, AOL

and AT&T.

Planned placement of product in movies.

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It is true that ads have to be carefully placed in a film

and one bad placement can do more damage than 10 good

placements. Artistic integrity is crucial for successfulbrand placements and the operation has to be woven into

the script. Sometimes, unreasonable clients demand more

footage although research has shown that a two minute

clip can effectively deliver a message in a credible

manner. The placement should be woven into the fabric ofthe film and shouldnt be contrived and unnatural.

Factors taken into consideration when placing an

ad in a film by producers and advertisers.

The factors taken into consideration during the

negotiation stage include cast and credits, size of the

projects and the producers, timing of the release, brand

impact, number of screens during release and post-release

phase: and possibilities of brand associations through

contests and promotions. Depending on the content of the

film and its story line, the agency can sketch a profile of

viewers who would see the movie. Then the agency

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approaches all those brands that could appeal to the

targeted viewers.

Benefits to manufacture placing brand its movie.

In the recently placed ad for Castrol engine oil in film

Chalte Chalte

, the makers of the engine have reported tangibly increased

sales of the oil after the films release. The product seems to

have connected on an emotional level with truck fleet drivers

and owners. Ray Ban also benefited by its association with film

Men in Black.

LIGHT, CAMERA, PRODUCT PLACEMENT

IMPORTANT SOURCE OF MOVIE FINANCE

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And the winner for best supporting actor is.product

placement advertising, the evolving trend of incorporatingproducts in television shows and feature films, in return

for compensation or promotional consideration. We live

in a world inundated by product placement, said Robert

Thompson, television and film professor at Syracuse

University. Product placement advertising has become anintegral revenue stream for film and television production,

and usually has a profound effect on the product. This is

a trend thats been building over the last decade or so,

explains James Karrh, an associate professor of

advertising and public relations at the University of

Albama. Everyone points to the use of Reeses Pieces in

E.T. as the inaugural event in this new age of product

placement. Its become an urban marketing legend-sales

for Reeses Pieces jumped 60 percent in the months after

the movie. It showed people that this could be a big deal.

Product placement advertising can be a product image

builder, can serve as an alternative form of traditional

advertising, can be tailored to local markets, and can be an

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important source of offset revenue for television shows

and features films. Marketers spend time and money

encouraging consumers to think positively about theirproducts and services. Thus, product placement

advertising is rarely seen in negative or controversial films

and television series and almost always not within a

negative scne or associated with a negative character. As

an anonymous studio insider explains. CorporateAmerica has no sense of humor. They spend millions to

say their products are good and they dont want some film

to undermine that perception. So, they rarely get involved

in negative placements. Moreover, if a product is just

blatantly dropped into the film or television show

without a prime reason for doing so, people can be turned

off from the product, from the film or television show, or

both. The movie-going audience is all those 18 to24

years olds that everyone always describes as media-

survey, explains Bill Buckley, vice president of

entertainment marketing for Rogers & Cowan, a

promotional and public relations agency. The worst thing

you can do is make them feel like youre trying to sell

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them something. He further states, If the product

doesnt make sense or if the movie looks too consumer-y,

viewers are going to notice and they are going to tuneout. Philips Hart, president of MMI Product Placement of

Toronto is quick to clarify: A lot of our work is making

sure the product sits in environments where it really

belongs, that it wont insult the company. Although

product placement advertising has its occasional downfall,it is a valuable method of developing brand recognition

for the product and services.

Product placement advertising is an effective method

of developing brand recognition by presenting the product

before the public through film and television shows.

When a product turns up in a big-budget, box-office

smash or a popular primetime television series, the

marketing rewards can be immeasurable. If youre leader

in your field, it absolutely reinforces that image, says

Gisela Dawson, president of the Catalyst Group, an

entertainment communications firm. It is cost effective

when compared with the normal costs of buying

commercial time or obtaining celebrity endorsements.

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Product placement advertising builds consumer awareness

of a new product and can single out a product in a highly

competitive market. When a star uses a recognizableproduct, people in the audience will pat themselves on the

back and say, Look how smart I am-Im using the same

thing as the hero in the movies. If its something they

havent consumed recently, it brings it back to top of their

mind. Marketing success is virtually guaranteed if theplacement is a type of subliminal or disguised advertising

which influences consumers without their knowledge.

Last season, for example, the ABC television network

subtly combined advertising with cell phone maker Nokia,

within the storyline of an Alias episode. The shows star,

Jennifer Garner, was shown walking through an

underground parking garage. She saw a suspicious

looking man having a conversation on his cell phone. She

flipped open her cell phone and saw the no service

message, indicating to her that the man was only

pretending to talk and could pose a threat to her. Just

above the no service message, the Nokia brand name

was prominently displayed for about three seconds.

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Likewise, Foxs American Idol corporate sponsor Coca-

Cola not only had the traditional cola commercials but

Coke cups were in every shot involving the judges duringthe auditions for the show. In addition to developing brand

recognition for the given product and service, placement

advertising can fill a particular need within the film or the

television show.

Product placement advertising has the possibility tolend local color and fill a specific need in a film or

television show. The placement can inject a sense of

realism into a scene by using commonly known items. In

the past, a character would pick up a generically labeled

product, such as a can labeled as soda, which distracts

the audience and calls attention to itself. Having it

[product placement] in movies and television makes their

worlds more like the real world, like the worlds we live

in, said Robert Thompson. The best placements are

those which are seamless, stated Eric Dahlquist,

president of the Entertainment Resources and Marketing

Association, which presents a realistic picture of life as

weve lived it, but not to the point of intruding into the

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dramatic content of the film. You dont want to jolt the

viewer. Take the Coke bottles in Pearl Harbor if those

are a historical fact, or at least believable as a historicalfact, then that works. If they were bottles of Mountain

Dew, which didnt exist at the time, then that wouldnt.

With syndication of television shows, an infinite number

of products can be placed based on local advertising

needs. For example, an ice cream that sells better on theWest Coast could be inserted into an episode of a

television show as it airs in California while another brand

could be inserted into the same episode as it airs on the

East Coast. James Green, president of Princeton Video

Image, a New Jersey technology company, states, There

no risk that your product could end up on the cutting room

floor or depicted in a way that is not expected. His

company is now in big demand for inserting products into

syndicated television shows. Besides using an

appropriately placed and believable product in a movie or

television show to add realism to a movie or television

show, product placement advertising can result in

effective advertising utilizing cheaper advertising dollars.

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With increased production costs facing film producers and

the growing presence of television commercial-zapping

devices, product placements are an important source ofoffset revenue. One would then expect that the studios,

whose big-budget films are seen by millions of

consumers, would earn enormous sums of money through

fees for product placement services. In fact, this is rarely

the case. Three-quarters of product placement in moviesare not big deals, says George Low, marketing professor

at Texas Christian University. He further states, Most are

a matter of companies providing product for a movies

shoot in return for the possibility of that product appearing

in the movie. Producers are able to cut costs of

production, and the company has some, however, slight

chance of getting screen time. According to industry

insider, Bettina OMara, Its not about getting money.

Its what were looking for 99% of the time. Cross-

promotion, which is support from corporate marketer to

promote a film to its customers, in exchange for product

placement, has also become increasingly popular and

successful. The success rate for product placement is

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higher when promotions are attached, because filmmakers

are more involved in and aware of promotions and the

potential ramifications if the if the placement does notoccur, says Tony Grana of Universal Pictures. A rare fee-

based example was this past summers futuristic-thriller

Minority Report. In the film, a large portion of the screen

time was devoted to interlaced advertisements, with more

than 15 major brands, including Gap, American Express,Lexus, Nokia, Pepsi and Reebok. According to Daily

Variety, ad placement knocked of roughly $25 million

from Minority Reports $102 million budget. Similarly

with the dawn of television commercial-zapping devices

such as TIVO, consumers can now watch their favorite

television shows without having to watch the commercials

that paid for the show. This technology makes television

advertising less valuable to companies, which, in turn,

means that they will spend less for the initial impressions.

Both advertisers and television producers are now forced

to think of new and different ways to integrate products

into television shows. For example, in and episode of

UPNs The Hughleys,the story featured the family

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buying a General Motors Yukon SUV, while the network

ran a commercial advertisement for a Yukon giveaway

contest. The paid-for commercial time was thuseffectively linked to the actual story line of the television

show. Product placement advertising in television shows

and feature films is clearly on the rise. It can be an

effective method of developing positive brand

recognition, can inject a sense of realism to the story line,can be tailored to market conditions and can be cheaper

alternative to traditional advertising. As product

placement advertising matures, it is likely that those

involved will continue to further refine the fine art of

persuading consumers to buy, buy, and buy some more!

ISSUE RELATED TO TOBACCO PRODUCT PLACED

IN MOVIE

Product placement (also known as embedded

advertising) occurs when a product or brand gains

exposure, apparently incidentally; for example in a film,

or a photograph, or even in an advertisement for

something else. While brand exposure obviously provides

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a distinct benefit to particular company, it is not essential.

The simple activity of smoking can also be enhanced by

its association with a broad variety of desirablepersonalities or characteristics

Under provisions of the Tobacco Advertising deemed

to be accidental or incidental, remains permissible. In

the Explanatory Memorandum to the Act, (3) it is

explicitly stated that category, provided that no direct orindirect benefit (financial or otherwise) is received by the

broadcaster or publisher. Movie where Tobacco product

are placed and there effect.

American research shows that teenagers are three

times likely as adults to be frequent movie-goers, and

situation is likely to be similar in Australia. This makes

films an effective way to reach young people.

A review article examining the health content of the most

popular American films made between 1977 and 1988

noted that portrayal of tobacco smoking has increased.

The authors noted a number of effects that this could

have.

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1. Health-detrimental messages embedded in popular

media are widely accessible, well-utilized and

personally involving, making them particularlycompelling to the audience. By casting powerful,

attractive actors in roles that glamorize health

detrimental practices, popular films provide

teenagers with ready models of typical adult

behaviours.2. They can help shape public opinion and agenda, by

desensitizing certain issues and helping mould

attitudes and acceptance of even patently ill-advised

behaviours.

RESEARCH METHODOLOGY

Market research methodology is an old as the

marketing is without which it is almost impossible to

reach at any tangible decision. Although various methods

are adopted to undertake this activity but the goal is

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almost same i.e. to place the product in the consumers

mind.

There is a very famous quote if you are confident ofdoing something half of the work is done, confidence

comes when you have a proper framework for the

particular job. Hence to carryout any work it is necessary

to chalk out a framework.

To carry out the research project we first define theresearch methodology that it is used for the research.

Research methodology is the way of systematically

solving the research problem. It may be understood as a

science of studying how research is done scientifically.

In it we study the various steps that are generally

adopted during the course of research along with the

logic behind them, it is necessary for the research to

know not only the research methods but also the

methodology.

The purpose of the research is to discover the answers

to the questions through the application of scientific

procedures. Through each research study has its own

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scientific objectives we may think of research objective as

falling in to a number of following broad groupings.

1. To gain the familiarity with phenomenon or toachieve new insights into it.

2. To portray accurately the characteristics of particular

individuals situation.

3. To determine the frequency with which something

occurs or with which it associates with somethingelse.

1. Nature of the Project:

The project assigned to me was Product Placement

in Movies-Consumer Attitude. This was basically a

survey to know the viewers perception regarding Product

Placement in movies. To know the preliminary

information regarding consumers a survey was conducted

in the campus of Guru Jambheshwar University, Hisar

2. Objective of the Studies:

1. To find out the audience of acceptability about

product placement in movies as an effective promotional

tool.

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2. To find out that the product placement in movies is

very risky tool because it mainly depends upon the

success and failure of movie.3. To find out that the product used by celebrities in

movies effect their buying behavior

3. Survey Planning:

Planning is the most essential part for a successful

survey. A right approach has to be decided before headingforward keeping in mind the objective. Due consideration

has to be given at this stage towards:

1. Purpose of the survey

2. Scope of survey

3. Units of the data collection

4. Sources of data

5. Techniques of data collection

6. Degree of accuracy desired

7. Miscellaneous consideration

4. Sampling Plan:

The size of the sample directly related to the

accuracy of the analysis. The size of sample also depends

upon the research topic. A big sample size is hard to

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analyze so a sample size is always determined according

to the demand of the topic. In this survey one structured

questionnaire was prepared for the students for thecollection of data from defined sample size.

1. Sample Size 100

5. Survey Methodology:

a) Collection of data:

This is the one of most essential parts of any

study. It forms the foundation for the whole of

statistical analysis. Faulty data can lead to

unreliable conclusions so much care is required

while collecting the data.

Primary source of Data : Students

Area Covered : ambala cantt

Instrument of Survey : Questionnaire

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Types of questions : Open & Close

Ended

b)Organizing the Data:Collected data are meaningless unless presented in

a proper manner to make them useful in decision-

making. The data obtained is edited, classified and

put in a tabulated form to make it understandable.

c) Presentation:

After collecting and analyzing the data, it is ready

for presentation. There are different modes of

presentation including charts, figures, diagrams and

graphs etc. The main purpose of presentation is to put

the collected data into an easy readable form. In the

current project report data has been graphically

presented by pie diagrams and tables.

d)Analysis of Data:

Having gathered the data, the researcher has to

proceed towards drawing conclusion by logical

inference, at this stage; the data is in a tabulated

form and requires to be interpreted. Thus, analysis

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involves the refinement and manipulation of data.

It basically involves:

Bringing the raw data in to measured data

Summarizing the data

Applying analytical methods to manipulate the

data so that their interrelations and quantitative

meaning become evident.

Tools of Analysis: Use Excel Package for pie charts

and percentage.

e) Interpretation:

Interpretation means to bring out the meaning

of data or convert data into information. The

climax of the research process is approached as

one prepares to draw conclusion from the data

analyzed. The whole investigation culminates

reaches in drawing inference that leads to

conclusion. This phase calls for a high degree of

interpretative skill both quantitative and logical.

6. Limitations of the Study:

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1. The sample size for the study was small

considering scope of the study.

2. Time was a major resource constraint as a lot moredepth could have been provided to study with

more availability of time.

3. Respondents were quite busy and there for did not

have enough time for questionnaire.

4. This is a new concept and people are not fullyaware of the concept.

5. Sample selected consisted of student aged between

20 to 25 years and are not representative of the

whole population of movie viewers.

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ANALYSIS AND INTERPRETATION

Table No 1

POPULATION SEGMENTATION

In this table or chart it is defined that the sample size is 100 and out of it 54 are

male and 46 are female respondents.

Segmentation Sample size

Male 54

female 46

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Table No 2

MOVIES WATCHED CINEMA/HOME IN A MONTH

Less than 5 Between 5-10 More than 10

Male 41 8 5

Female 17 23 6

Total 58 31 11

It reveals from the table that 58 male and female respondents watch less than 5movies in a month and 31 between5-10 and 11 watch more than 10 movies in a

month.

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Table No 3

PRODUCT PLACEMENT A PROMOTIONAL TOOL

It is specified in the table that out of 100 respondents, 78 says that productplacement is a promotional tool, 9 says it is not so and 13 give no answer about it.

Yes No Cant say

Male 43 5 6

Female 35 4 7

Total 78 9 13

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Table No 4

PRODUCT PLACEMENT IS MISLEADING

Yes No Cant say

Male 16 18 20

Female 14 18 14

Total 30 36 34

It is revealed in the table that out of 100 respondents, 30 says that productplacement is misleading, 36 says it is not misleading and 34 gives no

answer on it.

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Table No 5

AFFECT ON CONSUMER MIND

Yes No Cant say

Male 37 14 3

Female 24 15 7

Total 61 29 10

The above table shows that out of 100 respondents, 61 respondents says that theseadvertisements affect their mind, 29 says it is not so and 10 gives no answer about

it.

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Table No 6

CONSUMER CARE ABOUT PRODUCT PLACEMENT

Yes No Cant sayMale 12 15 10

Female 13 8 3

Total 25 23 13

It is specified in this table that out of 61 respondents, which are affected by theseads. 25 care about these advertisements, 23 gives no care and 13 gives no answer.

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Table No 7

INFLUENCE ON CONSUMER BUYING BEHAVIOUR

It is revealed in this table that out of 100 respondents, 49 are influenced bythese,35 have no influence and 16 give no answer about these.

Yes No Cant say

Male 27 18 9

Female 22 17 7

Total 49 35 16

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Table No 8

ADVERTISEMENTS ARE IN PROPER MANNER


Female 18 10 18

Total 42 20 38

The above table shows that out of 100 respondents, 42 says that theseadvertisements are in a proper manner, 20 says these are not in a proper mannerand 38 gives no answer about these.

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Table No 9

PRODUCT PLACEMENT RESTRICTED/BANNED


Female 11 29 6

Total 16 60 24

It is given in the table that out of 100 respondents, 16 says these advertisementsshould be restricted, 60 says that these should not be restricted and 24 gives noanswer.

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Table No10

CELEBRITY USE PLACED PRODUCT IN REAL LIFE

It is specified in this table that out of 100 respondents, 9 says that the celebrity usethese products in real life, 57 says that they did not use these and 34 gives noanswer.

Yes No Cant say

Male 5 30 19

Female 4 27 15

Total 9 57 34

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Table No11

CELEBRITY USE DIFFERENT BRAND IS ETHICAL


Female 9 23 14

Total 25 48 27

It reveals from the table that out of 100 respondents, 25 says the celebrity usedifferent brands in different movies is ethical, 48 says it is no ethical and 27 gives

no answer on it,

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Table No12

RISKY WAY OF ADVERTISEMENT

Yes No Cant say

Male 19 26 9

Female 20 16 10

Total 39 42 19

It is specified that out of 100 respondents, 39 says that it is a risky way of

advertisement, 42 says it is not so and 19 gives no answer.

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Table No13

GOVERNMENT OR CENSOR BOARD TAKE ANY STEP

It is revealed in the above table that out of 100 respondents, 67 says that

Government or Censor Board should take any step to stop the tobacco andcigarette advertisements, 21 says no there is no need to do it and12 gives no

answer.


Female 32 9 5

Total 67 21 12

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Table No14

GOOD WAY TO ADVERTISE THE PRODUCT

It is given in the table that out of 100 respondents, 52 says that it is a good way toadvertise the product, 19 says it is not a good way to advertise and 29 gives noanswer.


Female 19 12 15

Total 52 19 29

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Table No15

FAVOURITE CELEBRITY AFFECT YOUR PURCHASE DECISION


Female 8 33 5

Total 23 59 18

The above table shows that out of 100 respondents, 23 says that they use thatproduct which is used by their favorite celebrity in the movie, 59 says that they

did any type that product and 18 gives no answer.

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Table No16

ANY IDEA ABOUT THESE ORGANISITIONS

Yes No Cant say

Male 5 40 9

Female 5 33 8

Total 10 73 17

It is defined in the table that out of 100 respondents, 10 says that they have anyview about the organizations which are doing product placement, 73 says that

they dont know these organizations and 17 give no answer or response on it.

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Table No 17

Suggestion by Respondents:

Favors: Some suggestions in the favor are given below:

Good products should be promoted through it. It is essential for the society. It is good because without spending extra time on advertisements viewers view

this during movie time.

The way should be improved. There should be more product placement.

This is the right way to advertise because mostly people saw the film and theywill be aware about product.

The placement should be in a clear manner for good products only. It is a strong, effective and different way of advertisement.

Against:

These should be in limited way. The care of public should be taken. Sometime it effect on consumer badly. Tobacco/Cigarette should be banned. Children can use wrong products. These are misleading the consumer. This way is harmful for the product according to the role and success of the film.

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FINDINGS

In general, respondents in this study displayed

favourable attitudes towards product placement. The

major findings of this empirical study can be summarized

as follows: The 61% of the respondents watch less than 5

movies in a month and other watch more than it.

The 78% of the respondents says that product

placement is promotional tool and others are not so

much responsive.

View about product placement is misleading or not

is mix because 36% are saying it and 30% says it is

not so.

61% respondents are affected by these types of

advertisements and less number are saying that they

are not affected by it.

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The view for the care of these advertisements is mix

because 41% are in favor and 38% are against.

The 49% of respondents says that these

advertisements affect their buying behavior and 35%

are not affected.

View for manner of product placement is mix

because 42% are in favour and 38% says nothing.

The 60% of the respondents says that product

placement is a good thing and against candidates is

very less.

The respondents in 57% say that the celebrity using

products are not using these in real life.

The 48% of respondents are saying that the celebrity

are using different brands in different movies is

ethical and less number are against it.

The most number of respondents are saying that

Government or Censor Board should take step to

stop tobacco ads in movies.

The 52% respondents are saying that it is a good way

to advertise.

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When the favorite celebrity uses any product than

59% did not use that product

The most of the respondents says that they have no

idea about the organizations these are 73%.

CONCLUSION

Product placement in movie is very effective

promotional tool but the marketer should aware of all

types of potential difference (i.e. country, product and

individual differences) when they are designing product

placement in movie. Marketer should be know that

customer were less accepting of the more ethically-

charged products such as guns, cigarettes and alcohol.

Therefore, marketers must be aware of which product

categories can be sagely and successfully featured in a

standardized promotional strategy. In addition, individual

differences need to be considered. Marketer also careful

about the movie selection if marketer is not careful about

the film in which are placed, they run the risk of placing

products in films which are subsequently banned in

country.

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Product placement have a very good future and every

produce or marketer should try to get something from it,

like marketer get promotion of the product and producerget money through it. The consumer satisfaction towards

this way of advertisement must be taken care and must get

consumer views and their suggestions about it.

So, we can say that there can be slight improvement

and increment in this type of advertisement or productplacement in movies.

SUGGESTIONS

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1. Respondents are less accepting of the more unethical

product like Tobacco product so marketer shouldaware of which product category can be sagely and

successfully features in standardize promotion tour.

So the Cigarette and Tobacco products should ban

and restricted in movies.

2. Marketers must have careful about the film selectionin which products are placed and manner which they

are placed because product placement is depend on

success and failure of the movie.

3. Marketers must consider individual difference such

as male consumer are more accepting of products

placement then female consumer, frequently movie

viewers being more accepting of product placement

than less frequent movie viewers.

4. Marketers must take care about the product, the name

of the product or brand should be clearly shown at

the screen so that the consumer can give his attention

towards product.

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5. The movie producer should increase these because it

give them money or finance for their movie and it

decrease risk towards finance.

QUESTIONNAIRE

Dear Sir/Madam,

I have approached to your esteem good-self in

connection with my research work. I Rahul dev pursuing

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MBA Degree Research Project on the topic Product

Placement in Movies-Consumer Attitude. The present

questionnaire has been as two parts. First you have to dealwith your personal profile and in the second there are

statements and questions related to the project Product

Placement in Movies.

So, please be fair and frank while responding to the

questionnaire, as the information supplied by you is strictlyconfidential and will be used only for academic purposes.

Thanking You,

(Rahul dev)

PRODUCT PLACEMENT IN MOVIES: CONSUMER

ATTITUDE

Name:..

Age:.

Sex: Male Female

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Education:

Department:

1. How many movies you watched cinema/home in a month?

(I) Less than 5 (II) Between 5-10(III) More than 10

2. Name the movies where do you think the productplacement is done.

Sr. No. Name of the Movie Product Name1. .

2. .

3. .

4. .

5. .

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3. Weather product placement in movies is a promotional

tool?

Yes No Cant say

4. Weather advertisements as product placement in movies

are misleading?

Yes No Cant say

5. Weather those advertisements are affecting your mind?

Yes No Cant say

If Yes, Weather you care about these?

Yes No Cant say

6. Weather any advertised product influence your buying

behavior?

Yes No Cant say

If Yes, Which advertisement and product:

.

7. Weather product placement in movies is in a proper

manner?

Yes No Cant say

If No, Than suggest any other way of placement:

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.

8. Weather product placement in movies should berestricted?

Yes No Cant say

9. Do you think the celebrity using products in movie are

using these in real life?

Yes No Cant say

10. Do you think the celebrities are using differentcompetitive brand in different

movies is ethical?

Yes No Cant say

11. Weather it is a very risky form of advertisement

because it is depend on the

success and failure of movie?

Yea No Cant say

12. Do you think the Government or Censor Board

should take any step for product

placement in movies like Cigarette/Tobacco?

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Yes No Cant say

If Yes, Any suggestion:

.

13. Weather it is a good way to advertising theproduct?

Yes No Cant say

14. When your favorite celebrity use any product inmovies then do you want to use

that product?

Yes No Cant say

15. Do you have any idea about the organizations which

are promoting product

placement ?Yes No Cant say

If Yes, Tell something:..

16. Any suggestions:

Favour:..

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Against:

..

1) Keegan, W (1989) Global Marketing Management

Englewood Cliffs,

Published by NJ: Prentice Hall.

2) Balashubramanian, S.K. (1994) Beyond advertising

and publicity: hybrid message and public issues.

Journal of Advertising, 23(4), Page-29-47

3) Web Sites:

www.google.com

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http://www.google.com/http://www.google.com/


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www.yahoo.com

www.warc.com
http://www.yahoo.com/http://www.warc.com/http://www.yahoo.com/http://www.warc.com/

Documents

Product Placement (1)