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Product Placement in TV Serials and Movie (INDIA)

Product Placement in TV Serials and Movie (INDIA)

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Published by Ashutosh Kashyap

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Published by: Ashutosh Kashyap on Aug 08, 2008
Copyright:Attribution Non-commercial

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01/08/2013

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 Jan 20081
Product Placement in movies and TV serials
 
Product placement in Movies and TV serials
ByAshutosk K KashyapIBS Hyderabad
 
 Jan 20082
Product Placement in movies and TV serials
 
Product placement in Movies and TV serials
ABSTRACT
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. The commonpractice has been that advertising has been inserted within breaks, 30 seconds or 10 secondscommercial, but with increasing number of channels and media clutter, the target audience is notproperly exposed to the message. The tendency of the audience is to change the channelwhenever an advertisement appears. But by subtle placement of products in the settings of theMovie or a TV serial, the promotional message can be effectively put across the target audience.The Product Placement can be implicit or explicit or implicit depending on the marketersrequirement and the scene/plot where the Product has been placed. The motive of the ProductPlacement can be different for different brand and marketer. Sometimes the medium is used tolaunch a new product, sometimes it can be used to demonstrate the long tradition of a brand,other times it can be used in negatively (by portraying competitors product in a negative context)and at times the use of a particular product or service in a particular movie reinforces the brandimage or reinforces its positioning message.The Product Placement is an effective way of advertising as has been found by many researchers.But the effectiveness is a function of variables like context (of the plot), match of product withtype of movie, audience profile (age, sex, education, literacy, language, religion, culture, accessto technology, media interests, hobbies), emotional appeal, program involvement and liking for astar.Product Placement technique is a very effective technique for getting a message through. So itcan be effectively used for positioning and repositioning. Marketers can choose this medium forpositioning their product to larger target customer at a relatively lower cost. The key word is thatthe medium is effective.
 
 Jan 20083
Product Placement in movies and TV serials
 
INTRODUCTION
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
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.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.
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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

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