A form of advertising and promotion in which brands are placed in television shows, movies, or other entertainment content to generate

visibility and achieve audience exposure

Product Placement
Implicit product placement Nonintegrated explicit product placement Integrated explicit product placement

Measuring the Consumer Attitude towards Product Placements in Movies

Analyzing the Effectiveness of Product Placement in Movies

Product Placement Consumer Attitude & Effectiveness

Measured on following four factors

 Attitude towards Product Placements (in general)  Perceived realism of product placements  Behaviour construct influence of product

placements  Attitude Against Advertising Questionnaire-Consumers Attitude

Data Collection Method Measurement Instrument

Primary Research Secondary Research

Structured Direct Interviews Non disguised observation method

Sample

Demographic: 15-30 yrs, 31-45yrs, 46 above Geographic: Metros Psychographic: People who like watching movies Sample Size: 120 Respondents

General perception towards product placement is positive Respondents find product placement in movies more effective than traditional advertisement commercials on the media Majority of the respondents prefer to see a real brand in the movie rather than a fake or fictitious brand Helps in increasing the awareness of the brand and recall when the movie is watched in several occasions over and over again Consumers who have a positive attitude towards traditional advertisement commercials are more receptive and positive towards product placements in movies

Respondents chosen based on the movies recently seen in the past month Respondents were asked unaided questions in order to gauge their recall levels for the products placed in the following movies
 Rocket Singh  Chance pe Dance  Paa

Questionnaire-Effectiveness of product placement

Rocket Singh
Scooty Pep+ DHL Croma

Chance pe Dance
UTV Wibs Bread & Real Juice Sansui

Paa
Google Zee News Kingfisher

Total Respondents - 56

COOTY E

rod ct lace ent Type I t rat x licit, si c t r ta ist as s activ ly si t r ct r s ts c l r call t ra a

. Recall 100%, all t c rr ctly 3. Sc ty P as lac

ff ctiv ly i t

vi

ck t Si

Total Respondents - 56

HL

1. Product Placement Type Implicit, since the brand was at the background during the entire scene but not an integral part of the movie 2. Recall 9 , only 5 respondents could recall the brand name correctly 3. DHL was not placed effectively in the movie Rocket Singh

Total Respondents - 56

CRO A

1. Product Placement Type Integrated explicit, since the protagonist was working at the outlet it was an integral part of the movie 2. Recall 57 , 32 respondents could recall the brand name correctly 3. Croma was placed effectively in the movie Rocket Singh

Total Respondents 48

UTV

1. Product Placement Type

 Non-integrated explicit, since the brand was introduced at the start of the movie as an officical sponsor  Integrated explicit, since it was shown as the part of the storyline on several occasion in the movie

2. Recall 94 , 45 respondents could recall the brand name correctly 3. UTV was placed effectively in the movie Chance pe Dance

Total Respondents 48

J I

& WIBS BR

1. Product Placement Type Integrated explicit, since the protagonist was consuming the product 2. Recall 75 , 36 respondents could recall the brand names correctly 3. Wibs bread & Real Juice were placed effectively in the movie Chance pe Dance

Total Respondents 48

UI

1. Product Placement Type Implicit, since the brand was not a part of the storyline but only present at the background in the scene 2. Recall 25 , 36 respondents could recall the brand names correctly 3. Sansui was not placed effectively in the movie Chance pe Dance

Total Respondents 58

OO LE

1. Product Placement Type Integrated explicit, since the brand was an integral part of the storyline and was used by the protagonist at several occasions 2. Recall 1 , all 58 respondents could recall the brand name correctly

3. Google was placed effectively in the movie Paa

Total Respondents 58

ZEE E

1. Product Placement Type Implicit, since the brand was only present at the background and was not a part of the storyline 2. Recall 9 , only 5 respondents could recall the brand name correctly 3. Zee News was not placed effectively in the movie Paa

Total Respondents 58

KI

FI HER

1. Product Placement Type Integrated explicit, since the brand was an integral part of the storyline and got good exposure at several occasions in the movie 2. Recall 95 , 55 respondents could recall the brand name correctly 3. Kingfisher was placed effectively in the movie Paa

The results indicated that most crucial factor for product placement effectiveness depends on the execution styles Explicit and integrated, managed to be more effective and influential on people s responses (Eg. Scooty Pep+, Google, Kingfisher) Consumers opinions regarding movie placements tend to be positive compared to traditional advertising The findings of the study indicate the fact that the Indian movie goers are receptive to the idea of product placements in the movies which can be a positive sign for the new age marketers