Product Placement in Bollywood

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Acknowledgement With a deep sense of gratitude we acknowledge our obligations to Dr. Subhadip Roy, Faculty

(IBS, Hyderabad) who has been source of constant inspiration to us with his perpetual, planned

and careful guidance.

We are highly indebted to him for imparting invaluable advice and guidance, thus enabling us to

comprehend all aspects of the problem and clarifying our doubts during the course of the project

and have played a major role in the formulation and accomplishment of this project.

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Abstract Product placement is now a common concept for the marketers to promote their product in

Hollywood as well as Bollywood movies. The term ‘Product Placement’ (PPL) has moved from

just being a concept to become all the more a practice of including a brand name product in Hindi

movies. Using movies as a media of indirect advertising is now much more popular than what it

was decades ago. From Dilwale Dulhaniya Le Jayenge (Stroh’s beer) to Badmaash Company

(Reebok), the trend of placing products in Hindi movies has increased tremendously. The project

gives an insight into the effectiveness of such product placement in Bollywood movies in terms of

brand recall.

Sample of movies have been carefully selected based upon their box office report (popular as well

as unpopular) and a movie clip of approximately 10 minutes is made to administer aided and

unaided recall test on a predefined sample. Brand recall in studied in terms of overall aided and

unaided brand recall, brand recall with respect to popularity of movies and also combination of

movie-brand recall.

The analysis brings forth the importance of PPL in Bollywood movies and how it acts as effective

advertising tool in case the movie becomes a hit, in the other case the marketer needs to plan

additional promotional activities to make the product top-of-the-mind recall for the consumer.

Thus this study can be made useful in understanding PPL and positioning products in movies and

thus in the minds of the consumers.

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Table of Contents Acknowledgement ........................................................................................................................................... 1

Abstract ............................................................................................................................................................ 2

Table of Contents ............................................................................................................................................. 3

Introduction ..................................................................................................................................................... 4

Research Objective .......................................................................................................................................... 5

Methodology .................................................................................................................................................... 6

Data Collection ................................................................................................................................................. 7

Limitations ....................................................................................................................................................... 8

Literature Review ............................................................................................................................................. 9

Frequency Distribution Analysis .................................................................................................................... 11

Study 1: Overall Brand Recall ..................................................................................................................... 11

1.1 Overall Aided Brand Recall Frequency Analysis ............................................................................... 11

1.2 Overall Un‐aided Brand Recall Frequency Analysis ......................................................................... 14

1.3 Comparative Analysis of Overall Aided & Un‐aided Brand Recall Frequency .................................. 16

Study 2: Movie‐Brand Combination ........................................................................................................... 17

2.1 Aided Movie‐ Brand Combination Recall Frequency Analysis ......................................................... 17

2.2 Un‐aided Movie‐Brand Combination Recall Frequency Analysis ..................................................... 18

2.3 Comparative Analysis of Aided & Un‐aided Movie‐Brand Combination Recall Frequency ............. 19

Statistical Analysis .......................................................................................................................................... 20

Study 1: Impact of time frame on Overall Brand Recall from PPL in Bollywood movies ........................... 20

Study 2: Impact of time frame on Movie‐Brand Combination Recall ........................................................ 23

Study 3: Impact of time frame on brand recall of products placed in popular vs. unpopular movies ...... 26

3.1 Impact of time frame on Brand recall from popular movies ........................................................... 26

3.2 Impact of time frame on Brand recall from Un‐popular movies ..................................................... 28

Factor Analysis ............................................................................................................................................... 31

Appendix‐I ...................................................................................................................................................... 36

Appendix‐II ..................................................................................................................................................... 37

Appendix‐III .................................................................................................................................................... 40

References ..................................................................................................................................................... 45

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Introduction

Product placement refers to the practice of including a brand name product, package, signage or

other trademark merchandise within a motion picture, television or other media vehicles for

increasing the memorability of the brand and for instant recognition at the point of purchase.

Product placements are commercial insertions within a particular media program intended to

heighten the visibility of a brand, type of product or service. These insertions are not meant to be

commercial break ups rather an integral part of the medium so that the visibility of the brand

increases.

Researchers have shown that viewers like product placements (unless there are too many) because

they enhance realism, aid in character development, create historical subtext, and provide a sense

of familiarity. For marketers, the availability of a captive audience with greater reach than

traditional advertisements, and the advantage of showing brands in their natural environment

provide motivation for product placements. Brand placements are frequently used in Hollywood

films and have subtly, of late entered in to Indian films.

This project aims at understanding and analyzing the concept of Product Placement in Bollywood

movies. Effectiveness of product placement is studied in terms of brand recall for products

endorsed in popular as well as un-popular movies. The study is carried out in two phases. In the

first phase, brand recall is studied in terms of remembrance of products/brands placed in the movies. In

the second phase, study is done to find out factors influencing the customers’ perception regarding product

placement in movies.

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Research Objective

The objective of the research is to understand product placement in Bollywood movies and thereby

analyze its effectiveness as a tool of advertising in terms of brand recall.

The broad research questions this project tries to delineate are as follows:

1. To study the impact of stimuli on overall brand recall i.e. overall aided vs. unaided brand recall

from PPL in Bollywood movies.

2. To study the impact of stimuli on movie-brand combination recall i.e. aided vs. unaided

combination recall from PPL in Bollywood movies

3. To study the impact of stimuli on overall brand recall in popular and unpopular movies i.e.

overall brand recall in popular vs. unpopular movies

4. To study the impact of stimuli on brand recall from popular and unpopular movies i.e. aided vs.

unaided recall in popular movies and unpopular movies

5. Identify and classify factors having an impact on consumers’ perception towards product

placement in Bollywood movies.

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Methodology The study evaluates the effectiveness of product placements in Bollywood movies on the basis of

brand recognition and recall. Methodology adopted can be enumerated in the following way-

• 10 Bollywood movies with product placement (6 unpopular and 4 popular) were selected,

on basis of Indian Box-office verdict. (Appendix-I)

• Short clips from each movie were split and collated into an approximately 10 minutes

video.

• Apart from the ten movies with product placement, clips from 4 filler-movies with no

product placement were inserted in the video.

• A structured questionnaire was designed to incorporate questions on overall brand recall,

movie-brand combination recall and lastly general perception regarding PPL. (Appendix-

II)

• Responses were taken for both aided and unaided recall.

o Aided Recall: Movie clip was shown to a set of respondents and the responses

were taken just after giving the stimuli.

o Un-aided Recall: Movie clip was shown to a set of respondents and responses were

collected after a time gap of 3 days.

• The responses collected were coded in Ms-Excel.

• Two-fold analysis was carried using frequency analysis and factor analysis.

• Frequency analysis results were substantiated using the statistical z-test of difference in

proportions. (Appendix-III)

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Data Collection

Procedure Data was collected by administering questionnaire survey on the 1st year MBA students of IBS

Hyderabad. The movie clips so selected were combination of two kinds of placements i.e. implicit

& explicit-integrated. Respondents were shown a video clip of 10 minutes duration which had 10

movies with product placement. Also in the video were added a few fake movies to disturb any

early pattern if can be identified.

Sample size Sample comprised 182 1st year MBA students of IBS Hyderabad.

Method of sampling The method of sampling used was, “Non Probability Convenience Sampling “. It is the sampling

procedure used to obtain those units or people which are most conveniently available.

Questionnaire Design

• Sixteen variables were taken on a 5-point Likert scale (‘Strongly Agree’ to ‘Strongly

Disagree’ with strongly agree having the highest rating of 5 and strongly disagree having

the lowest rating of 1) to measure the attitude of consumers towards product placement in

Bollywood movies.

• Ten questions were designed to get the responses on the basis of correct product recall in

the movies.

• Four questions were designed on the basis of Movie-product combination.(Appendix-II)

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Limitations • Time was one of the major constraints due to which our sample size was restricted to 182

respondents only.

• Majority of the data was collected from the students of IBS Hyderabad by the way of

convenience sampling. Hence the data collected may not be a representative of the entire

population.

• Certain values in the filled questionnaires were missing and to account for those missing

values the mean of all the entries of that variable were taken.

• While filing up the questionnaires for un-aided responses, many respondents didn’t turn up.

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Literature Review 1. Title: Effectiveness of Product Placements in Indian Films and Its effects on Brand

Memory and Attitude with Special Reference to Hindi Films.

Author: Prof Tapan K Panda, IIM-K

Abstract: The article gives insight on the concept of product placements in movies and the

different types of product placements that exists. The author has also given information

about the effect of sponsorship on brands.

2. Title: Product Placement in Bollywood Movies.

Author: Dr. Subhadip Roy and Dr. Saurabh Bhattacharya, IBS Hyderabad

Abstract: The article gives insight on the growing trend of product placements in

Bollywood movies and the different types of product placements that exists these days. The

author has also given a review of the brands /products placed in the top ten box office hits

in the Hindi film industry in the year 2007.

3. Title: Product Placement in Movies : An Australian consumer perspective on their

Ethicality and Acceptability

Author: Author: Stacey Brennan, Philip J. Rosenberger III and Veronica Hementera,

Marketing Bulletin, 2004, 15, Article 1

Abstract: This paper replicates prior research and investigates the attitudes and perceptions

of Australian moviegoers in respect to the acceptability of product placement and audience

attitudes towards the placement of ethically-charged products, such as alcohol, guns and

cigarettes. The findings indicate that product, gender and movie frequency viewing have an

impact on product-placement acceptability. Australian consumers find ethically-charged

products to be less acceptable than neutral products. Gender comparisons revealed that

males are more accepting of both ethically-charged and neutral placements.

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4. Title: Recognition and Recall of Product Placements in Movies and Broadcast

Programmes

Author: D.L.R. Van Der Waldt, L.D.Du Preez & S.Williams, Universidad Nacional De

Colombia, Bogota, Colombia. pp. 19-27, Year: 2008

Abstract: The purpose of this article is to investigate recognition and recall of brand names

via product placements in movies and broadcast programmes. The sample consists of

undergraduates male and females aged to 18-24 attending a territory level institution in

Pretoria, South Africa. The results shows that though there is no perfectly positive

relationship between prominence and recognition product placed in films, someone

watching a movie is more likely to recall the brand being shown(if it is used audio-visually

than it is shown only audibly or visually). Therefore if a product is prominently placed in a

movie, the recognition will be higher.

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g e

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QUESTION NUMBER % OF CORRECT ANSWER GIVEN

Question 5 83.33 %

Question 6 86.11 %

Question 7 76.85 %

Question 8 87.03 %

Question 9 57.40 %

Question 10 90.74 %

Question 11 78.70 %

Question 12 90.74 % Question 13 67.59 %

Question 14 80.55 %

The above table shows that the aided brand recall was maximum for Question.10 (Health care

category: Fortis) and minimum for Question.9 (Automobile category: Porsche). It can be inferred

from this that people tend to recall more brands from popular movies since Question.10 was from

all time block-buster Bollywood movie 3-Idiots. Whereas brand in Question.9 was placed in an

unpopular movie, Wake Up Sid. Also, it can be inferred that the respondents were moreover able to

recall the brands correctly to a significant level as for most of the questions percentage of correct

answer given is more than 70%.

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1.3 Comparative Analysis of Overall Aided & Unaided Brand Recall Frequency

QUESTION NUMBER % OF CORRECT ANSWER GIVENIN AIDED‐RECALL

% OF CORRECT ANSWER GIVEN IN UN‐AIDED RECALL

Question 5 83.33 % 59.45 %

Question 6 86.11 % 47.29 %

Question 7 76.85 % 52.70 %

Question 8 87.03 % 71.62 %

Question 9 57.40 % 87.83 %

Question 10 90.74 % 86.48 %

Question 11 78.70 % 56.75 %

Question 12 90.74 % 54.05 % Question 13 67.59 % 67.56 %

Question 14 80.55 % 70.27 %

From the above table it can be inferred that for most of the product categories, the percentage of

correct answers was more in aided brand recall than the un-aided brand recall except for the

automobile category: Porsche. It implies that the time frame impacts the remembrance of a

particular brand in the movie. Also, for Question.9 it was found that the in both aided and un-aided

categories, percentage of correct answers given was significantly higher than other product

categories. The reason for this could be attributed to the movie 3-Idiots, wherein respondents are

able to recall more the product placed in all time block-buster hit.

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QUESTION NUMBER % OF CORRECT ANSWER GIVEN Question 15 71.62 % Question 16 89.18 % Question 17 81.08 % Question 18 59.45 %

The above table shows that the aided brand recall was maximum for Question.16 (Wake up Sid: Porsche)

and minimum for Question.18 (Well Done Abba: Nokia). Also, it can be inferred that the respondents were

moreover able to recall the brands correctly to a significant level as for most of the questions; percentage of

correct answer given is more than 70%.

2.3 Comparative Analysis of Aided & Unaided MovieBrand Combination Recall Frequency

QUESTION NUMBER % OF CORRECT ANSWER GIVEN IN AIDED‐RECALL

% OF CORRECT ANSWER GIVEN IN UN‐AIDED RECALL

Question 15 84.25 % 71.62 %

Question 16 80.55 % 89.18 %

Question 17 84.25 % 81.08 %

Question 18 86.11 % 59.45 %

From the above table it can be inferred that for most of the product categories, the percentage of

correct answers was slightly more in aided brand recall than the un-aided brand recall except for

the Q 18: Well Done Abba- Nokia combination, where the difference is comparatively high. Low

differences in the both column values imply that the time frame does not have much impact on

remembrance of a particular brand in the movie. Also, for Question.18 where the difference is

found to be high between the aided and un-aided Brand-Movie combination recall, it may be

inferred that as the popularity of the actor endorsing the product is low as compared to the other

actors present in these combinations. The unaided recall is not effective as compared to aided

recall, as a respondent tends to remember the celebrity not the new comer and ultimately the

product used.

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Statistical Analysis

Study 1: Impact of time frame on Overall Brand Recall from PPL in Bollywood movies

To study the impact of time frame on the correct brand recall from the product placement in

movies i.e. to see whether the correct brand recall is same for aided and un-aided categories of

respondents.

Observations

Category Number of Respondents

Total Correct Responses

Total Incorrect Responses

AIDED 108 851 229

UN-AIDED 74 484 256

Inference

Above Pie-charts show that the aided brand recall was more effective than the un-aided brand

recall. It implies that the time frame has an impact on a respondents’ recall behavior wherein

respondents are able to recall the brands more just after watching the movie and as the time passes

they tend to forget the brand placed in a particular movie.

79%

21%

OVERALL AIDED BRAND RECALL

TOTALCORRECTRESPONSES

TOALINCORRECTRESPONSES

65%

35%

OVERALL UN‐AIDED BRAND RECALL


TOTALINCORRECTRESPONSES

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Zcalculated = + 2.007

Analysis

To study the impact of time frame on overall brand recall, a two-tailed test for differences

between proportions was applied.

Null Hypothesis H0: p1= p2 (There is no difference between Aided brand recall and Un-aided

brand recall);

Alternative Hypothesis H1: p1 not equal to p2 (There is a difference between Aided brand

recall and Un-aided brand recall)

p1: proportion of correct responses from aided recall

p2: proportion of correct responses from un-aided recall.

Confidence Level 95% (α = 0.05)

Z calculated = 2.007 (standard difference between the two sample proportion)

(Refer Appendix III: Workings 1)

This was a two-tailed test, therefore at 95% confidence level or at α=0.05, Z critical = ± 1.96

Rejection Region

Zcritical =‐ 1.96 Zcritical = + 1.96

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Here, the calculated Z value lies outside the acceptance region, therefore rejecting the null

hypothesis; thus, aided and un-aided brand recall are not same and therefore it suggests that time

frame has an impact on the respondents’ brand recall behavior.

Suggestions

Since, it was found out that time frame has an impact on the brand recall behavior, movie

promoters or the marketers should continuously promote their brand by giving regular stimuli to

the customers at different places and at different time. It would enhance the visibility and the

remembrance capability of the customers and thus leading to the desired results as expected by the

marketers.

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Study 2: Impact of time frame on MovieBrand Combination Recall

To study the impact of time frame on the correct brand-movie combination recall from the

product placement in movies i.e. to see whether the correct brand-movie combination recall is

similar for aided and un-aided categories of respondents. The question number 15- 18 ask the

respondent to identify the correct combination of a Brand seen in the Clip with the Movie name.

For respondents help we have mentioned the movie’s name in the subtitles for the respective part

shown in the clip.

Observations

Category Number of Respondents

Total Correct Responses

Total Incorrect Responses

AIDED 108 356 76

UN-AIDED 74 223 73

Inference

Above Pie-charts show that there is not much difference between the aided brand-movie

combination recall and unaided brand – movie combination recall. It implies that the time frame

does not have a significant impact on a respondents’ recall behavior wherein respondents are able

to recall the brands even after 3 days. This shows that respondents tends to associate a movie with

a brand more effectively or vice versa. This can also be interpreted as there is high tendency of

82.4%

17.6%

OVERALL AIDED BRAND RECALL

TOTAL CORRECT RESPONSES

TOAL INCORRECT RESPONSES

75.33%

24.66%

OVERALL UN‐AIDED BRAND RECALL


TOTALINCORRECTRESPONSES

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Zcalculated = + 1.611

people to relate a movie with a brand if they get some hint for example a brand-combination is

been recalled easily by unaided respondents whereas in the previous study of brand recall, there is

high difference in the no. of correct responses in aided and unaided recall.

Analysis


between proportions was applied-

Null Hypothesis H0: p1= p2 (There is no difference between Aided Movie-Brand combination

recall and Un-aided Brand-Movie combination recall)

Alternative Hypothesis H1: p1 not equal to p2 (There is a difference between Aided Movie-

Brand combination recall and Un-aided Movie-Brand combination recall)


p1: Proportion of correct responses from aided recall

p2: Proportion of correct responses from un-aided recall

(Refer Appendix-III: Workings-2)


Conclusion


Zcritical =‐ 1.96 Zcritical = + 1.96

Rejection Region

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Here, the calculated Z value lies inside the acceptance region, therefore we cannot reject the null

hypothesis; thus, aided and un-aided brand-movie combination recall are similar and therefore it

suggests that time frame does not have an impact on the respondents’ recall behavior.

Suggestions

Since, it was found out that time frame does not have a significant impact on the brand recall

behavior if asked with the combination of movie name. The point to be noted here is that in all the

four combinations asked in the questionnaire, the product placed mixes well with the story line and

also the products are visible adequately. This itself can act as a stimuli for the audience as the

brand placed is been used by the actor/actresses in the movie and the audience tends to relate the

product with the movie or celebrity. Thus movie promoters or the marketers should place their

products in coherence with the story line and image of the movie as well as celebrity. It would

enhance the visibility and the remembrance capability of the customers and thus leading to the

desired results as expected by the marketers.

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27 | P a g e

movie with a brand more effectively or vice versa. This can also be interpreted as there is high

tendency of people to relate a brand with a popular movie irrespective of the elapsed time frame.

Analysis

To study the impact of time frame on brand recall from popular movies, a two-tailed test for

differences between proportions was applied.


brand recall in popular movies)


recall and Un-aided brand recall in popular movies)


p1: proportion of correct responses from unaided recall in popular movies

p2: proportion of correct responses from aided recall in popular movies


Z calculated: -1.6638 and Z critical: 1.96


Z critical = ‐ 1.96 Z critical = + 1.96

Rejection Region

Z calculated = ‐ 1.66

28 | P a g

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call and

have a

call the

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brands effectively after 3 days. This shows that respondents cannot correctly associate a brand with

an unpopular movie if there is a significant time lag between the exposure to stimuli and response

taken. This can be interpreted in a way that there is a high tendency of people to un-correctly relate

a brand with an un-popular movie.

Analysis

To study the impact of time frame on brand recall from un-popular movies, a two-tailed test for



brand recall in unpopular movies)


recall and Un-aided brand recall in unpopular movies)


Where,

p1: proportion of correct responses from unaided recall in unpopular movies

p2: proportion of correct responses from aided recall in unpopular movies


Z calculated: -2.2288


Z critical = ‐ 1.96 Z critical = + 1.96

Rejection Region

Z calculated = ‐ 2.2288

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Here, the calculated Z value lies outside the acceptance region, therefore the null hypothesis is

rejected; thus, aid or stimuli has an impact on the respondents’ brand recall behavior in case of

PPL in unpopular movies.

Suggestions

PPL in unpopular movies has high dependence on the time frame. Thus, marketers have to

constantly give stimuli over an extended period of time in the form of different promotional

activities so that consumer is able to recall the brand for a long time.

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Factor Analysis Factor Analysis was run to find out factors influencing consumer perception of PPL in Bollywood

movies. It would help in reducing total 16 independent variables into a smaller set of uncorrelated

factors.

The 16 independent variables considered in the study are-

• Preference to see real brands in movies

• Real brands make the situation more realistic

• Brands to go along with the story-line

• Real Brands have positive influence

• Pleasant

• Relevance

• Originality

• Morality

• Dynamism

• Honesty

• Amusement

• Taste

• Acceptability

• Frankness

• Agreeableness

• Appealing

32 | P a g e

KMO and Bartlett’s test of Sphericity

Generally, a KMO value which is greater than 0.5 is desirable. The value in the analysis is 0.723.

Therefore factor analysis is suitable for this study. Bartlett test of sphericity having a value less

than 0.000 shows that it is significant.

Communalities

Here the variables having communalities more than 0.4 were considered to be significant for the

study. In this analysis, the initial communalities showed the variables Pleasant, Dynamism,

Amusement and Agreeableness having communality lower than 0.4, therefore these variable were

removed. All the other variables were significantly explained by the factors.

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Total Variance Explained

It was found that four factors have Eigen values (a measure of explained variance) greater than or

very much closer to 1.0 which is a common criterion for a factor to be useful. Here the first factor

shows the highest variance i.e. it explained 26.793 % of the total variance explained. Taking the

four factors, it explained 59.724 % of the total variance, which is reasonably significant for the

study.

Total Variance Explained

Component

Initial Eigenvalues Extraction Sums of Squared

Loadings

Rotation Sums of Squared

Loadings

Total % of

Variance

Cumulative

% Total

% of

Variance Cumulative % Total

% of

Variance

Cumulative

%

1 3.215 26.793 26.793 3.215 26.793 26.793 2.123 17.694 17.694

2 1.640 13.668 40.461 1.640 13.668 40.461 2.015 16.789 34.484

3 1.199 9.989 50.450 1.199 9.989 50.450 1.849 15.410 49.894

4 1.113 9.274 59.724 1.113 9.274 59.724 1.180 9.830 59.724

5 .841 7.008 66.732

6 .802 6.681 73.412

7 .748 6.229 79.642

8 .694 5.779 85.421

9 .503 4.188 89.609

10 .452 3.769 93.378

11 .434 3.613 96.991

12 .361 3.009 100.000

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Scree Plot

It can be inferred from the plot that after component number 4, the Eigen values go below 1 and

there is a gradual trailing off in the plot. So, only four factors will be considered for the study.

Rotated Component Matrix

The Rotated Factor Matrix table contains the factor loadings which is a key for understanding the

results of the analysis. Here, the software has sorted the 12 variables into four factors wherein each

factor consists of those variables which have a loading of 0.50 or higher.

Rotated Component Matrixa

Component 1 2 3 4

Preference_for_Real_brands .799

Real_brands_to_make_situation_more_realistic .844

Use_only_necessary_brands_according_to_story_line .871 Brands_positively_influence_the_audience .708

Relevance .605

Originality .672

Morality .738

Honesty .676

Taste .727

Acceptability .698

Frankness .517

Appealing .612

35 | P a g e

Critical Factors

Variables Clubbed Factor/ Component

Relevance Originality Morality Honesty

Ethicality

Taste Acceptability Frankness Appealing

Perceived Brand Image

Preference to see real brands Real brands to make situation more realistic Real brands positively influence the audience

Use of Real Brands

Usage of only necessary brands going with the story line

Product Aptness with the story

The variables have been appropriately loaded into respective factors. Factor 1 has variables which

cover ethicality issues, factor 2 has variables which describe how they appeal the viewers and how

the viewers perceive them, factor 3 has variables which are related to using of real brands and

finally factor 4 has only one variable which relates to the product aptness with the story-line of the

movie.

Surprisingly, it is seen that the variable ‘Relevance’ under factor 1 which means the same thing as

the variable ‘use only necessary brands according to story line’ under factor 4, have fallen under

different factors. The reason for this can be attributed to the fact that the respondents might have

perceived the two variables to be different in meaning.

36 | P a g e

Appendix‐I

Table1: Bollywood Movie details

Movie Product Category Brand Total Earnings (INR crore)

Box Office Verdict

Rann Laptop Vaio 7.5 Flop

Once Upon A Time In Mumbai (OUATIM)

Automobile Mercedes 56.03 Hit

Jaane Tu Ya Jaane Na Beverage Coke 56.41 Super Hit

3 Idiots Health Care Fortis 195 Blockbuster

Well Done Abba • Mobile • Telecom Service

Provider

• Nokia • Reliance

Comm

2.25 Flop

Jannat Apparels Spykar 30.65 Super Hit

Badmaash Company Footwear Reebok 20.25 Average

Namaste London Financial Services Western Union 33.98 Hit

Wake Up Sid • Laptop • Automobile

• Apple • Porche

26 Above Average

Karthik Calling Karthik Retail Store Shoppers' Stop 13.5 Below Average

Table2: Classification of movies according to Boxoffice verdict

Popular Movies (Hit, Super Hit, Blockbuster)

Unpopular Movies (Flop, Below Average, Average,

Above Average)

OUATIM Rann

Jaane Tu Ya Jaane Na Well Done Abba

3 Idiots Badmaash Company

Namaste London Wake Up Sid

Jannat Karthik Calling Karthik

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Appendix‐II

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Appendix‐III

Working1


brand recall)


recall and Un-aided brand recall)


Where,

p1: proportion of correct responses from aided recall

p2: proportion of correct responses from un-aided recall

q1: proportion of in-correct responses from aided recall

q2: proportion of in-correct responses from un-aided recall

n1: sample size of respondents under aided recall category

n2: sample size of respondents under un-aided recall category

σ: Standard Error of the difference between two proportions

σ^: Estimated standard error of the difference between two proportions

p^: Estimated overall proportion of successes in two populations

q^: Estimated overall proportion of failures in two populations

41 | P a g e

Calculations

p1 = [Total Correct Responses] / [Correct Responses + Incorrect Responses]

= [851 / (851+259)] = 0.787

q1 = [Total Incorrect Responses] / [Correct Responses + Incorrect Responses] OR [1- p1]

= (1-0.787) = 0.212

p2 = [Total Correct Responses] / [Correct Responses + Incorrect Responses]

= [484 / (484+256)] = 0.654

q2 = [Total Incorrect Responses] / [Correct Responses + Incorrect Responses] OR [1 – p2]

= (1-0.654) = 0.345

σ = = {[(0.78 * 0.21)/108] + [(0.65 * 0.34)/74]} = 0.067

p^ =

= {[ (108 * 0.78) + (74 * 0.65)] / (108+74)}= 0.733

q^ =

= {[(108 * 0.21) + (74 * 0.34)] / (108+74)} = 0.266

Also, q^ = (1 – p^)

σ^ =

= {[ (0.733 * 0.266)/108] + [(0.733 * 0.266)/74]}= 0.0667

Z = {[(p1 – p2) - (p1 – p2) H0] / σ^} = {[(0.787-0.654) - 0]/0.0667} = 2.007


[(p^ * q^)/n1] + [(p^ * q^)/n2]

42 | P a g e

Workings2


between proportions was applied-

Null Hypothesis H0: p1= p2 (There is no difference between Aided Movie-Brand combination

recall and Un-aided Brand-Movie combination recall)

Alternative Hypothesis H1: p1 not equal to p2 (There is a difference between Aided Movie-

Brand combination recall and Un-aided Movie-Brand combination recall)


Where,

p1: Proportion of correct responses from aided recall

p2: Proportion of correct responses from un-aided recall

Calculations:

p1 = [356 / (356+76)] = 0.824

q1 = (1-0.824) = 0.175

p2 = [223 / (223+73)] = 0.753

q2 = (1-0.753) = 0.246

σ = {[(0.824 * 0.175)/108] + [(0.753 * 0.246)/74]} = 0.062

p^ = {[ (108 * 0.824) + (74 * 0.753)] / (108+74)}= 0.795

q^ = {[(108 * 0.175) + (74 * 0.246)] / (108+74)} = 0.204

σ^ = {[ (0.795 * 0.204)/108] + [(0.795 * 0.204)/74]}= 0.06088

Z = {[(0.824-0.753) - 0]/0.06088} = 1.611


43 | P a g e

Workings3

To study the impact of time frame on brand recall from popular movies, a two-tailed test for



brand recall in popular movies)


recall and Un-aided brand recall in popular movies)


Where,

p1: proportion of correct responses from unaided recall in popular movies

p2: proportion of correct responses from aided recall in popular movies

Standard Error: 0.0666

P^ = 0.75961 (estimated proportion of correct responses from unaided recall)

q^ = 0.24038 (estimated proportion of correct responses from unaided recall)

σ^ = 0.6448


Workings4

To study the impact of time frame on brand recall from un-popular movies, a two-tailed test for



brand recall in unpopular movies)


recall and Un-aided brand recall in unpopular movies)

44 | P a g e


Where,

p1: proportion of correct responses from unaided recall in unpopular movies

p2: proportion of correct responses from aided recall in unpopular movies

Standard Error: 0.0696

P^ = 0.71611 (estimated proportion of correct responses from unaided recall)

q^ = 0.28388 (estimated proportion of correct responses from aided recall)

σ^ = 0.06804


45 | P a g e

References

1. Prof Tapan K Panda, ‘Effectiveness Of Product Placements In Indian Films And Its Effects

On Brand Memory And Attitude With Special Reference To Hindi Films’, IIM-K

2. Dr. Subhadip Roy and Dr. Saurabh Bhattacharya, (2008) ‘Product Placement in Bollywood

Movies’, IBS Hyderabad

3. Stacey Brennan, Philip J. Rosenberger III and Veronica Hementera, Marketing Bulletin,

(2004), ‘Product Placement In Movies: An Australian Consumer Perspective On Their

Ethicality And Acceptability’. Article 1

4. D.L.R. Van Der Waldt, L.D.Du Preez & S.Williams, (2008), ‘Recognition and Recall of

Product Placements in Movies and Broadcast Programmes’, Universidad Nacional De

Colombia, Bogota, Colombia. pp. 19-27.

Documents

Product Placement in Bollywood