Product Placement in movies and TV serials
Product placement is the practice of including a brand name, product, package, sign or othertrademark merchandise within a motion picture, television or other media vehicles for increasingthe memorability of the brand and for instant recognition at the point of purchase. Commonpractice of broadcasting has been that advertising is inserted within breaks in programs. Buttoday’s audiences have enough choices and new technological advances allow them to ignoreadvertised messages by switching to other channels or skipping them altogether. This results inthe proliferation of product placement on television and movies, as exposure of commercialproducts is engrained into the entertainment component of the program, maintaining audienceattention. Alternative media vehicles are used by the media planers and brand marketers to reachto the customers with a distinct message so that the memorability of the message and hence thebrand name increases
.A few firms get product placement at no cost by supplying their product to the movie company(Nike does not pay to be in movies but often supplies shoes, jackets, bags, etc.Scripts are tailor made for the desired brand so that when they are incorporated they look natural.It is done through special mention in the programs, placement of logo or may be a shot of thatparticular brand. Movies have been used as the most popular platform for product placement.Showman Subhash Ghai’s Yaadein showcased brands like Pass-pass and coca-cola. But recallthe Rishi Kapoor starrer Karz by the filmmaker, which had an entire song sequence with theEmami banner at the backdrop. Similarly time and again we have witnessed so many brands likeICICI, Yamaha, Pepsi, Lays in movies Aakhein, Baghban, Dhoom, Khushi and Krisshrespectively. Product placement, as the numbers suggests is bringing revolutionary change inentertainment economics.
Panda.K.Tapan, “Effectiveness of Product Placement in Indian Films and Its Effects on BrandMemory and Attitude with special reference to Hindi Films”. Retrieved on 05/012008 from :http://dspace.iimk.ac.in/handle/2259/175