Sub: Group Assignment

Topic: Product Placements in the Television Media as an effective strategy to aid Brand Recall through
Awareness and Familiarity.

Background: Many prominent and new brands are focusing o product placement on various television channels
as ’Stealth Advertising’ to influence the subconscious mind of the consumer. This is a recent phenomena in the
Indian context ( started with Lenovo in KBC) in terms of being organized concept.

Brands like Yamaha, Micromax, Karbonn, Fiat, Maruti, Lenovo, Kitkat, Coke, Pepsi etc have been spotted
lately on television to either introduce a new product or even a new brand into consumer mindscape

Each select different program categories and methods/ option to place their products

Program Categories e.g :

a. Entertainment Programs/ Serials.

b. Reality Shows
c. Sports
d. News

Group Task :

A. Each team should work around firming up the following information and answer the following :

1. Select a Brand that has been involved in product placement on television.

2. What option has been taken in terms of the type of placement.
3. What would establish as the rationale to select such option.
4. Does the stage in PLC matter for such option
5. What is the rationale/ criteria for specific program selection.
6. What about product match with program type?
7. What mileage do advertisers seek thru product placements.
8. How would product placement provide add - on value to advertisements.

B. Thru Focus Group conduct, form a questionnaire as a step forward to gather data from the sample, keeping in
view the subject in mind.

C. Data interpretation thru SPSS.

D. You may refer to the Book Titled :

Branded Entertainment
( Product Placement Strategy in the Entertainment Business)

Author : Jean –Marc Lehu

Pub : Kogan Page
Price : Rs. 395

E. Date of Submission : 14th October 2010

F. Internal Marks for the assignment : 15

G. Faculty would randomly interact with any group member to seek information of assignment progress.
Therefore each member should have involvement and information from hereon. Clarifications may be sought by
the group leaders assigned, on behalf of the team.

H. Additionally, the best assignment would qualify for a special reward and appreciation from the faculty.