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PRODUCT PLACEMENT IN MOVIES: UNDERSTANDING AND CRITICALLY REVIEWING
PRESENTED BY MUKTA YADAV BINITA KUMARI
television or other media vehicles for increasing the recall of the brand and for the instant recognition at Volkswagen Beetle launched in India in Dec 2009. CNBC ±TV 18 the point of purchase.DEFINITION Product placement or product integration refers to the practice of including a brand name. package. . product. signage or other trademark merchandise within a motion picture.
It plays a passive. . In the implicit PPL the logo. the brand name. or the name of the firm appear without a clear demonstration of product benefits. contextual role. the firm or the product is present within the program without being formally mentioned.NATURE OF PRODUCT PLACEMENT Implicit PPL: An implicit PPL is one where the brand.
. Integrated Explicit PPL: a PPL is explicit whenever the brand or the firm is formally mentioned within the program. In this type of PPL the attributes and benefits of the product are clearly demonstrated. it plays an active role.
The sponsor name may be presented at the beginning. middle or end of the program. . Non Integrated explicit PPL: is one where the brand or the firm is formally expressed but is not integrated within the contents of the program. or it may be part of the program title.
it s shown to be picked from tray of different soft drinks Thanking govt.05 min Phir Bhi Dil Hai Hindustani (2000). entire movie PRODUCT/BRAND Stroh s beer TYPE OF PPL Integrated explicit Integrated implicit (not mentioned verbally) Integrated implicit Non integrated explicit SITUATION Central character is desperately seeking the product. Prof Tapan K Panda IIM Kozhikode . Oriental College Bhopal MP Tourism Source: µEffectiveness of product placements in Indian films and its effects on brand memory and attitude with special reference to Hindi films¶. comic situation Star uses the product showcasing the maneuverability and speed HYUNDAI Santro Coca Cola Main stars share it. clip length 2.23 min Rajneeti (2010).37 min Taal (1998). of MP and Noor-us-Sabah Palace hotel. clip length 1. clip length 1.MOVIES WITH RESPECTIVE PPL MOVIE DDLJ (1995). Jahan Numa Hotel.
Russel 1998. classified PPL in three dimensions: Visual (screen placement) Auditory (script placement) Plot connection Appearance of brand on screen Brand being mentioned in a dialogue Degree to which brand is integrated in the plot of story .
People tend to block them out.WHY FIRMS DO IT? SENSORY ADDAPTATION TO TRADITIONAL MEDIA PLATFORMS Ads have become so pervasive they re almost like wallpaper. zipping and zapping . TECHNOLOGY TiVo (service) and DVR . COST The ever-increasing cost of broadcast advertising.
minds and pocketbooks of the viewing public. . Product placement proponents say that audiences with an affinity toward certain characters may be more apt to purchase products that these characters use in movies and on TV. they automatically doubt their validity. they re not counter-arguing in the same way they would if they were watching an ad. But when people are following the story line of a movie or TV show employing product placement. When people watch ads. Product placement offers companies an enticing alternative method of reaching the hearts.
IS IT EFFECTIVE? EMOTIONAL ATTACHMENT The iconic example of Reese s Pieces in E.T. Product placement will only work if the target audience perceives it as authentic. . and it is seamlessly integrated into the medium. suggests it can be highly effective. BUT .
recognition and positive attitude scores suggest that brand managers seriously look at product placements in movies as a new vehicle for reaching to customers. The high recall. .
The Extra-Terrestrial made sales executives at Hershey Foods Corp. jump with joy while Mars. Inc. . IIM Kozhikode) 1982. (source: Effectiveness of Product Placements in Indian Films and Its Effects on Brand Memory and Attitude with Special Reference to Hindi Films. Prof Tapan K Panda. want to jump off a bridge.T.TRACING THE ROOTS OF PPL IN MOVIES The earliest reference of a brand placement comes in the 1958 classic Chalti Kaa naam Gadi with the brand Coca Cola. Steven Spielberg s E.
140-151. James A.3-24. Frith and Callison 2001. Audience Attitudes Towards Brand ( product) Placement: Singapore and United States. Gibson and Maurer 2000. Katherine Toland Firth and Coy Caliison.1996 Karrh.2001 . Karrh. International Journal of Advertising. 15. Brennan. Gould. Gupta and Grabner-Krauter 2000. recall and attitudes (Babin and Carder 1996. Laurie. Gupta and Lord 1998). 20. Source: Babin.RESEARCH WORK DONE ON PPL Previous research also suggests the effects of product placements on consumers can influence brand recognition. Viewer s Recognition of Brands Placed within aFilm. International Journal of Advertising. Dubas and babin 1999. A and Sheri Thomson Cader.
Increase in product placements and institutionalisation of the industry indicate that advertisers are using the technique to sway consumer s brand attitudes (Avery and Ferraro. The type of placements should look natural to the narration as consumption symbols are often used to enrich the plot.217-2444.2000). 34(2). theme and characters of popular culture texts (Hirschman 1998. Journal of Consumer Affairs. Verisimilitude or Advertising? Brand Appearances on Prime Time Television. Source: Avery Rosemary J and Rosellina Ferraro. 2000 . Holbrook and Grayson 1986).
10. 1990 . The absence of correlation between memory and attitude measures are found in persuasion literature (Petty. Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Since recall is a poor predictor of persuasion. research on product placements should investigate both memory and attitude effects (Mackie and Asuncion 1990). Cacioppo and Schumann 1983) that challenges this assumption and suggest that memory and attitude measures are not always liner. 5-16. 59. 1983 Mackie. On Line and Memory based Modifications of Attitudes: Determinants of Message Recall-Attitude Change Correspondence. 135-146. Diane E and Arlene G Asunction. Journal of Personality and Social Psychology.The high level of reliance on brand recognition and recall measure presumes that the effects for memory are similar to the effects of attitude. John T Cacioppo and David Schumann. Source: Petty. Richard E. Journal of Consumer Research.
but result in lower trust in brand and in the medium. Brute? Results of a series of experiments show that a product placement has the potential to be a double-edged sword that could generate consumer backlash. University of Manitoba .Et Tu. Source: ³Et Tu. Brute?´: A Case for Consumer Backlash against Perceived Product Placements Namita BHATNAGAR* Asper School of Business. Compared to advertisements. placements increase memory for brand and claims. specifically when the consumer discerns sponsor s commercial intent.
then serious implications arise for the level of credence that is put in the brand.HARMS OF PPL If consumers are indeed aware of the commercial nature of placements. . the degree of trust that is placed in the medium and feelings of betrayal as well.
and when marketers attempt to influence them.consumer reacts skeptically in order to cope with persuasion attempts that are noticed. why. individuals develop beliefs about how. Trust in brand and trust in media . .ATTITUDES TOWARDS PLACED BRANDS Consumer awareness of persuasive intent According to the Persuasion Knowledge Model (Friestad and Wright 1994).
FINDINGS AND SUGGESTIONS PPL is a strong tool in the hands of the marketer if used efficiently and effectively Incorporating the product/brand into the movie making it an integral part of the movie .
THANK YOU .
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