Viewers’ Attitude towards Prominent and Subtle Product Placement
Keywords:
Viewers’ Attitude, Prominent and Subtle Product Placement
Abstract
Many studies are focused on product placement because it is considered as a better way to advertise products. Viewers are not able to change channels and marketers have more target audience to cover at less cost. It is seen that consumer’s attitude towards traditional advertising is becoming negative. In product placement, viewer cannot avoid commercials and the exposure towards the product. Product placement is also considered good because it leads to good brand memory, product recall and attitude. Although, researchers are still working on the proper use of product placement like whether a plot connection is superior, prominent products are more visible or subtle brands are recalled faster. In this research paper, focus has been to study the acceptance of products shown through product placement by the viewers and the weightage of prominent placement as against subtle placement. This study combines an experimental and the questionnaire design survey method based on the convenience sampling in Bengaluru region.References
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Bennett M, Pecotich A & Putrevu S (1999). “The Influence of Warnings on Product Placements”. In European Advances in Consumer Research, Volume 4,
Blonde, Kristin and Irene Roozen (2007), “An Explorative Study of Testing the Effectiveness of Product Placement compared to 30-second TV-Commercials” for the 6th International Marketing Trends Congress, Paris 26-27 January 2007
Chang, S.; Newell, J. & Salmon, C.T. (2009). “Product Placement in Entertainment Media”: International Journal of Advertising, 28(5), 783- 806.
Cowley, E. & Barron, C. (2008). “When Product Placement Goes Wrong”. Journal of Advertising, 37(1), 89-98.
Del I. Hawkins,Roger J Best,Kenneth A Coney and Amit Mookerjee(2007) “Consumer Behavior-Building Marketing Strategy”, 9th Edition:TMH
DeLorme DE & Reid LN (1999). “Movie viewers’ experiences and interpretations of brands in films revisited”. Journal of Advertising, 28 (2), 71-95.
Evans, M., Jamal A. & Foxall G. (2008), “Consumer Behaviour”, Second Edition, John Wiley & Sons Ltd, West Sussex.
Ferraro, R. & Avery, R.J. (2000), ”Brand appearances on prime-time television”, Journal of Current Issues and Research in Advertising, vol. 22,no. 2, pp. 1-15.
Gerry Johnson, Kevan Scholes, Richard Whittington (2009), “Exploring Corporate Strategy”, Pearson Education Ltd.
Gould, S., Gupta, P., & Grabner-Kräuter, S. (2000). “Product placements in movies: a cross cultural analysis of Austrian, French and American consumers’ attitudes toward this emerging, international promotional medium”. Journal of Advertising, 29(4), 41-58.
Kamins, M.A (1990), “An investigation into the Match-Up-Hypothesis in celebrity advertising when beauty be only skin deep”, Journal of Advertising, 19, No.1 p4-13
Kruti Shah and Alan D’Souza(2009) “Advertising & Promotion-an IMC perspective” TMH
La Ferle C., & Edwards S. (2006). “Product Placement: How Brands Appear on Television”. Journal of Advertising, 35(4), 65-86.
La Ferle, C. & Edwards, S.M. (2006), ”Product placement”, Journal of Advertising, vol. 35, no. 4, pp. 65–86.
Law, S., & Braun, K. (2000). I'll have what she's having: Gauging the impact of product placements on viewers. Psychology and Marketing, 17(12), 1059-1075. doi: 10.1002/1520-6793(200012)17:12<1059::aid-mar3>3.0.co;2-v
Redenbach, A. (2005). “A Multiple Product Endorser Can Be A Credible Source”. Cyber-Journal of Sport Marketing. ISSN. 1327-6816 Griffith University.
Russell, C.A. (2002),”Investigating the effectiveness of product placements in television shows: the role of modality and plot connection congruence on brand memory and attitude”, Journal of Consumer Research, vol. 29, no. 3, pp. 306–318.
Sapolsky, BS & Kinney, L, 1994, “You ought a be in pictures: product placements in the top-grossing films of 1991”. Conference Report, American Academy of Advertising Conference, pp.1-22, Chicago, Illinois
Saurabh Bhattacharya (2009), “Product Placement in Bollywood Movies”, Journal of Marketing Trends (1:1), 2009, pp106-133
Schlecht, Christina (2003), “Celebrities’ Impact on Branding, Center on Global Brand Leadership”: Columbia Business School, January 15, PP. 1-13.
Tapan K Panda(2004), in his article “Effectiveness of Product Placements in Indian Films and Its Effects on Brand Memory and Attitude with Special Reference to Hindi Films”, ICFAI University Press
Walunjkar, Somashukla (2007) “Cashing in on brand Bollywood”, Screen Feb 06 February 2007
Wilson, R. T. & Till, B. D. (2011), “Product placements in movies and on Broadway”, International Journal of Advertising, vol. 30, no. 3, pp. 373–398.
Bennett M, Pecotich A & Putrevu S (1999). “The Influence of Warnings on Product Placements”. In European Advances in Consumer Research, Volume 4,
Blonde, Kristin and Irene Roozen (2007), “An Explorative Study of Testing the Effectiveness of Product Placement compared to 30-second TV-Commercials” for the 6th International Marketing Trends Congress, Paris 26-27 January 2007
Chang, S.; Newell, J. & Salmon, C.T. (2009). “Product Placement in Entertainment Media”: International Journal of Advertising, 28(5), 783- 806.
Cowley, E. & Barron, C. (2008). “When Product Placement Goes Wrong”. Journal of Advertising, 37(1), 89-98.
Del I. Hawkins,Roger J Best,Kenneth A Coney and Amit Mookerjee(2007) “Consumer Behavior-Building Marketing Strategy”, 9th Edition:TMH
DeLorme DE & Reid LN (1999). “Movie viewers’ experiences and interpretations of brands in films revisited”. Journal of Advertising, 28 (2), 71-95.
Evans, M., Jamal A. & Foxall G. (2008), “Consumer Behaviour”, Second Edition, John Wiley & Sons Ltd, West Sussex.
Ferraro, R. & Avery, R.J. (2000), ”Brand appearances on prime-time television”, Journal of Current Issues and Research in Advertising, vol. 22,no. 2, pp. 1-15.
Gerry Johnson, Kevan Scholes, Richard Whittington (2009), “Exploring Corporate Strategy”, Pearson Education Ltd.
Gould, S., Gupta, P., & Grabner-Kräuter, S. (2000). “Product placements in movies: a cross cultural analysis of Austrian, French and American consumers’ attitudes toward this emerging, international promotional medium”. Journal of Advertising, 29(4), 41-58.
Kamins, M.A (1990), “An investigation into the Match-Up-Hypothesis in celebrity advertising when beauty be only skin deep”, Journal of Advertising, 19, No.1 p4-13
Kruti Shah and Alan D’Souza(2009) “Advertising & Promotion-an IMC perspective” TMH
La Ferle C., & Edwards S. (2006). “Product Placement: How Brands Appear on Television”. Journal of Advertising, 35(4), 65-86.
La Ferle, C. & Edwards, S.M. (2006), ”Product placement”, Journal of Advertising, vol. 35, no. 4, pp. 65–86.
Law, S., & Braun, K. (2000). I'll have what she's having: Gauging the impact of product placements on viewers. Psychology and Marketing, 17(12), 1059-1075. doi: 10.1002/1520-6793(200012)17:12<1059::aid-mar3>3.0.co;2-v
Redenbach, A. (2005). “A Multiple Product Endorser Can Be A Credible Source”. Cyber-Journal of Sport Marketing. ISSN. 1327-6816 Griffith University.
Russell, C.A. (2002),”Investigating the effectiveness of product placements in television shows: the role of modality and plot connection congruence on brand memory and attitude”, Journal of Consumer Research, vol. 29, no. 3, pp. 306–318.
Sapolsky, BS & Kinney, L, 1994, “You ought a be in pictures: product placements in the top-grossing films of 1991”. Conference Report, American Academy of Advertising Conference, pp.1-22, Chicago, Illinois
Saurabh Bhattacharya (2009), “Product Placement in Bollywood Movies”, Journal of Marketing Trends (1:1), 2009, pp106-133
Schlecht, Christina (2003), “Celebrities’ Impact on Branding, Center on Global Brand Leadership”: Columbia Business School, January 15, PP. 1-13.
Tapan K Panda(2004), in his article “Effectiveness of Product Placements in Indian Films and Its Effects on Brand Memory and Attitude with Special Reference to Hindi Films”, ICFAI University Press
Walunjkar, Somashukla (2007) “Cashing in on brand Bollywood”, Screen Feb 06 February 2007
Wilson, R. T. & Till, B. D. (2011), “Product placements in movies and on Broadway”, International Journal of Advertising, vol. 30, no. 3, pp. 373–398.
Published
2018-07-29
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