Product Placement Case Study

Study of Impact of Product Placement in Films / TV Shows on Consumer Behaviour

Introduction

Placing a brand in media content to affect consumer behaviour is defined as Product Placement. [N. Jay, C. T. Salmon, and S. Chang, “The hidden history of product placement,” Journal of Broadcasting and Electronic Media, vol. 50, no.4, pp. 575-594, December 2006.] Companies pay movie or television producers a good amount of money to place their product/brand name displayed during the television show or movie [F. Chan, “Product placement and its effectiveness: A systematic review and propositions for future research,” The Marketing Review, vol. 12, no. 1, pp. 39-60, March 2012.]. When celebrities recommend a brand, it creates a positive attitude towards the product. Thus it influences customer’s attitude towards the brand or product [C. A. Russell and B. B. Stern, “Consumers, characters, and

The Through product placement companies tries to introduce new products and try to demonstrate its use to its potential consumers. Recent studies shows that product placement positively affects the consumer attitude towards brands appearing in movies and television shows. Product placements in television shows and video games garnered more positive consumer attitudes than product placement in movies because of higher consumer recall and brand recognition.

Gupta and Lord [Gupta, P. B. and Lord, K. R. (1998) ‘Product placement in movies: The effect of prominence and mode on audience recall’, Journal of Current Issues and Research in Advertising, Vol. 20, No. 1, pp. 47–59.] studied the impact of product placement on consumer recall and their studies shows that product placement in television shows yields higher consumer recall than conventional advertisements. Also their studies indicated that consumers recall products referenced in audio messages better than those seen in visual