An Analysis of the Effectiveness of In-film Promotions on Hindi Film

Watchers So That Advertisers Are Empowered to Take More Informed

Decisions.

A Dissertation Submitted for the Partial

Fulfilment of the Programme
Bachelors of Business Administration
(Media and Communication)

By
Viraang Shah

School of Media and Communication,

Whistling Woods International,
India.

May 2018 Research Guide

Mumbai C.V Meenakshi
 CERTIFICATE

This is to certify that Viraang Shah, a BBA student at the School of Media and
Communication, Whistling Woods International has completed their final
semester dissertation titled ‘An analysis of the effectiveness of in-film
promotions on Hindi film watchers so that advertisers are empowered to take
more informed decisions’.

The dissertation is submitted in partial fulfilment of the requirements of

Bachelor of Business Administration (Media and Communication) conducted
by the Department.

I have guided them on the subject and methods during the research project.

May 15th, 2018

Mumbai

C.V Meenakshi Laili Dutta

Research Guide Head of the Department
 ACKNOWLEDGEMENT

I wish to express my gratitude to all those who have been a contributor to my

research in all dimensions. The contribution of each and every respondent,
faculty, family, and friends hold great importance to me.

I would also like to take this opportunity to sincerely thank my professors

without whose valuable insights this research would not have been possible

TABLE OF CONTENTS
Abstract

Chapter 1: Introduction…………………...…………………….…………….

Chapter 2: Literature Review…………………….………….………………

Chapter 3: Research Design…………………...….…….…………………….

Chapter 4: Findings and Analysis……………...…………………………….

Chapter 5: Conclusion ………….…………………………………………….

Chapter 6: Further Scope of Research ……………………………………….

Bibliography

Appendix

Abstract
It indicates that firms’ advertising and marketing communication decisions have strong

influences on firms’ stock prices (Wiles & Danielova, 2009). This is done by product

placement, also, sometimes referred to as brand integration, to include of branded products or

identifiers through audio or visual means within mass media programming

(Balasubramanian, 1994). Product placement is the inclusion of product, package, signage, a

brand name of the firm in a movie or in a television program for the intent to deepen the

brand image and instant recognition at the point of purchase. Placements can be in form of

verbal mentions in dialogue, actual use by character, visual displays such as corporate logos

on vehicles or billboards, brands used as set decorations, or even snatches of actual radio or

television commercials (Mandal, 2008). The key advantages of brand placement range from

cost-effectiveness to positive audience-accepted and easier for delivering brand spirit

(DeLorme, Denise E., & Reid, 1999). Therefore, marketers are increasingly using brand

placement to reinforce brand awareness and create favorable attitudes especially in movies.

Garrett Hedlund, the heroic of Tron Legacy in the recently popular movie in 2010, uses a

Nokia N8 to access a high-tech security door. Brand placement is not a new form of

advertising strategy Today marketers are hugely making use of product placements in films

and television. Product placements are being thought to be more beneficial as they are

incorporated in the storyline and therefore this is hard to be missed by the viewers.

The objective of the research is to find the reason for people to connect to products, their

attitude towards product placements and how this attitude influences their brand awareness

and buying. There have been studies before showing why marketers and consumers are

preferring product placements over commercial advertisements however this study focusses

on the effect of product placements on consumer brand awareness.

Introduction
 A product placement is the inclusion of a product, package, signage, a brand or the

name of the firm in a movie or in a television program for increasing the importance of the

brand and instant recognition at the point of purchase. Placements can be in a form of verbal

mentions in dialogue, actual use by character, visual displays such as corporate logo on a

vehicle or billboard, brands used as set decorations, or even snatches of actual radio or

television commercials. The sole purpose of this act is to expose the audience to a particular

brand in a way that it penetrates their minds wholly.

Product placements have become an inevitable part of Bollywood films. Using

movies as a media of indirect advertisements is much more popular now than what it was a

decade ago. This trend is much more popular now than what it was a decade ago. Every

frame in the movie has the opportunity for branding.

Product placement has created a new way of communication by using media like

films and television. Films are shot with special product-placed within films in association

with lead actors or actresses in various important situations. Indian consumers are having a

tendency to follow their dream heroes or heroines. Indian fashion market follows the trend set

by Hindi film actors and actresses.

In spite of this, Indian product placement industry is not as successful as the

Hollywood. Product placements are on a meteoric rise in Hollywood. Greater numbers of

advertisers are looking for alternatives to traditional advertising avenues, in search of more

effective ways to reach an ever-elusive audience. Producers‟ desire to achieve realism on

screen and the need for alternative sources of funding are further feeding the exponential

growth of product placements and branded entertainment.

What is striking about product placements practices today is how methodically and in

refined ways the efforts are used to integrate brands and brand messages into entertainment

venues. The integration strategy meets the needs of both producers and advertisers. Producers
are looking to nontraditional partners to finance and support their programs. In addition, they

want to achieve authenticity which means characters interacting with real products which the

audience (as consumers) can identify with. Advertisers are stimulated by a different set of

incentives. Technological advances such as the Internet, digital video recorders, and video

iPods have led to increasing audience fragmentation, making it harder for advertisers to reach

consumers, resulting in advertisers searching for innovative ways to influence their

customers.

The concept of in-film product placements has been prevalent from many decades but

are all movie goers really aware of the practice of product placement in movies? Which strata

of movie goers are more aware?

Moreover, it is believed that as the audience has become smarter, the film-makers too

have come up with smarter, newer and subtler ways to promote brands. However, are subtle

promotion strategies really grabbing the viewer’s attention and creating brand awareness or is

it an exercise in futility? In contrast, what is the effect of blatant, ‘in-the-face’ brand

promotion on the audience?

Literature Review

History of global product placement

 Product placement started as a periodic barter arrangement for lowering film and

television costs is now a vehicle for Multimillion-Rupee integrated promotional campaigns”.

Among all different types of media, product placement has become a multi-million-dollar

business, as marketers search for new methods that will give exposure to specific brands and

products.

Product placement in the media has been viewed as a fusion of advertising and

publicity (Balasubramanian, 1994). It is believed that in the near future, there is a good

possibility that product placement will be an important revenue source for screen television

networks (Schneider, 2002). As the practice of product placement continues to increase at

swift rates, there is no sign of discontinuance or even slowing down in the near future. It has

become a widely used form of increasing product awareness in various types of media. The

increase of use has spark storm as to whether it should be regulated, and/or even allowed.

History of Indian product placement

The very first product placement that can be noticed is in the movie called Bobby, in

1970 for Rajdoot Motorcycle. It can be said that the product placement has reached Hindi

Film industry, the Indian cinema very late but now has been in focus of the marketers for

advertising their products. The product placement is taking place in both ways verbal or

visual or both.

The products that are marketed range from fast moving consumer goods (FMCG) to

high interest products like automobiles. The product placement mainly has three components

namely, the production houses, the product placement agencies and the clients/ companies.

Earlier the producers contacted the companies directly but as the film Industry has grown and

so also the marketing of products, there is a need for the placement agencies to step in.

The product placement agencies may be the advertising agencies or in-house

marketing departments of the companies. The agencies mediate between the clients and the
producers by providing scripts and specifications about how better the product can be placed

and viewed by the audience.

Although the format of Hindi film industry has changed over the years, a typical

Hindi film is histrionic filled with song and dance, sophisticated sets, and bright and delicate

costumes based on values and emotions such as family, love and religion. Cheesy and

colourful with rhythmic melodies, Hindi films resemble Hollywood musicals to a certain

degree. The storyline and the plots of Hindi movies follow a predominantly formulaic

tradition. At the center of the plot is often a love story, where lovers overcome great odds to

be together. A disparity on the theme is the revenge saga, where a common man victimized

by a powerful villain overcomes great odds to take revenge.

These central themes are mixed with liberal doses of action, romance, comedy, thrill

and dynamic twists and turns. Most Hindi films are developed around customary themes of

star-crossed lovers, censorious families, protective love triangles, corrupt politicians,

villainous rogues, dramatic reversals of fortune and unbelievable coincidences. However,

recent developments have indicated that some filmmakers are moving away from the

formulaic romantic or action movies. They have begun to segment their audiences and are

trying to develop formats and themes that fill all niches (Sinha, 2009). Indian audiences are

now exposed to different genres and styles and have come to expect good scripts ranging

across varying storylines.

Films enable brief inner emotions with universal appeal to excel time, place and

language through the permanent images of cinematic expression. Although a dream can only

be remembered after the fact, a film can be watched over and over on videotape or digital

video disk (DVD). This illusory nature of films provides filmmakers the creative license to

integrate exotic locations, elaborate set designs and sophisticated costumes. It also allows
filmmakers to create their own rules of logic to meet a variety of artistic and marketing needs.

The song and dance routines in Hindi films play a special role in product placement.

An example of this can be seen in the box-office hit Kuch Hota Hai. A total of 144

product placements are featured in the movie, which is an emotional love story set against a

college backdrop. The story of the film shows the relationship between three college students

and provides the perfect setting for promoting youth brands. The film is replete with fashion

brands like Polo Sport, GAP, Speedo and others that target youth, like Pepsi and Nescafe.

The first branded attire shown is a DKNY shirt worn by the female protagonist in the 19th

minute of the film. In the following ten minutes fifteen different clothing brands are

presented on screen. The first song and dance sequence of the movie, showcases brands like

DKNY, GAP, D&G and Pepsi. The song and dance sequence is irrelevant to the plot of the

film and is a flight of fantasy that allows the director to integrate brands and entertain at the

same time.

In general, identified clothing labels are predominantly printed or sewn on T-shirts. In

addition, brands also occur on sweatshirts and sportswear. This is often presented in scenes

illustrating sports and leisure activities. Mostly, people wearing these products are 20 and 30-

year-old students who have rich parents, enabling them to purchase higher-end designer

clothes. The song that displays the bond and camaraderie between two friends and reflects the

easy-going-air of college life was something to which Pepsi’s target audience could relate.

This example demonstrates how product placement can be easily integrated into films and

their realistic settings. Given the ease with which products could be placed, financers,

directors and producers alike see product placement as a way of balancing marketing and

production costs. (Sen, 2010).

 All film productions in Hindi Film industry fall into two categories – mainstream,

commercial, high budget films (Simbaa-2019) produced by well-known and larger

production houses; and low-budget, niche films (Masaan-2015) made by individual producers

or smaller and less-known production houses.

There is no fixed rule, however, for how the films are made, financed or distributed.

In some cases, the producer may double as the financer while in other situations the producer

may obtain funds from financial institutions. Distributors sometimes finance the film for

exclusive distribution rights.

Current trends in Hindi Film industry show that more than looking into scripts and

turning attention to creative details like integration, brand marketers consider factors like

potential for box-office success, lead actors, frequency of placements, length of placements,

and so on. However, the study suggests that viewer’s consideration whether the lead actor is

the brand ambassador for the product, the movie earns box office success, the brand is

mentioned in the dialogue and the product is shown frequently and/or for a long period of

time. Though the above-mentioned factors are deemed inconsequential by viewers, the study

suggests that there are certain other key placement characteristics such as integration, usage

and familiarity that play a role in influencing purchase decisions. Consider the movie where

the hero wakes up in the morning and gargles with Pepsi.

The placement of the brand is so seamless that the viewer does not question it. What

the director does is portray a lifestyle that is young, urban, cool yet irreverent; a tone that is

carried out throughout the movie.

Relationship between Brand Placement Brand Recall

Brand memory or recall increases when brands are placed prominently or were

mentioned and shown by the actor (Reijmersdal et al., 2009). Gupta and Lord (1998) revealed

prominent placement tends to influence people to recall the product mentioned. Jin and
Villegas (2007) found different types of product placement impacts consumer recall. Types

of product placement include “prominence/subtlety” and “audio only” or “visual only”

presentations. Their research indicates those product placements increase the attention of

viewers and improve the memory of viewers to recall the product.

The result of this research revealed that consumer recall is higher when featured

prominently compared to product appearance in television commercials (Jin & Villegas,

2007). Variety of products with high involvement featured in film results in greater brand

recall (Pokrywczynski, 2005). He points out high viewing conditions offer the opportunity for

more brands to appear in the viewer’s sight and draws attention from the audience.

Brand Placement and Consumer Behavior

To understand how product placement affects a consumer’s buying behavior,

consumers connect the world of movies with their social life (DeLorme et al., 1994). Their

buying behavior is affected by their everyday life. How they perceive products placed in

movies or how a movie carries out a product strongly affects buying decision. For instance, if

ones do not like smoking in daily life, one most probably would ban the idea of cigarette

placement in a movie although it occurs with his or her favorite actors (Gould et al., 2000).

Many movie product placement studies have been performed in the past twenty years. Baker

and Crawford (1996) used a self-completion survey combined with oral questions after

participants viewed a movie containing several brands.

The study found high levels of aided and unaided recall of product placement. Sixteen

percent of the sample reported preference for featured products. There was generally a neutral

attitude towards product placement, though viewers recognized it as a type of promotion.

While we investigate consumer’s behavior towards brand placement, one study showed the

level acceptance by consumers towards use of brand placement in media. The research

compared audience acceptance towards product placement in the United States, Austria, and
France. The results show Americans accepted product placement more readily, and were

more likely to report a favorable purchase intentions of placed brands (Gould et al., 2000).

Although the research is done within United.

The product placement process

The placement of brands and products within films allows an ordinary setting to be

developed for the products which are then portrayed in either conventional or unconventional

everyday situations of use. Furthermore, cinema film allows the use of color, movement and

sound, meaning that products and brands can be shown at their very best, and often with time

frames and a quality of exposure that cannot be equaled by any other communication tool.

Product placement also permits typological segmentation of the public it reaches. Every film

has its own particular identity and this is usually quite evident even in the advertising trailers,

which aim to attract specific sectors of the public. So, product placement is a powerful tool

available to marketers which can be used to direct corporate communication at a specific

public that is well defined within its own distinctive profile.

Before this medium emerged as an important revenue channel for filmmakers,

producers and placement agencies, product placement was primarily used as a means of

surrogate advertising for products that could not be advertised on regular mass media.

Tobacco manufacturers have for long been accused of promoting smoking through the

portrayal of the macho hero who is depicted brandishing a cigarette and blowing smoke at the

villain‟s face. Many critics still feel that it is a medium for “hidden but paid” subliminal

messages. Their worst fears are that it is the younger generation, generally, that is taken in by

the charms of the products being used by their favourite stars and scrupulous marketers who

just want to increase their revenues may exploit this. Placement of ethically charged products

like cigarettes, arms and ammunitions, alcoholic beverages etc. has long been a point of

contention between filmmakers and regulatory authorities. As mentioned earlier, audiences

generally have no means of escaping product placements embedded in films or television and

hence are subconsciously exposed to certain products that may be harmful for them.

Hence, it is extremely important to have in place regulations that ensure that product

placement is used as an effective marketing tool for products and not as a means for surrogate

advertising of forbidden products.

Types of product placements

There are many ways of using product placement on TV: it can be physical,

virtual, seen but not used, mentioned, contextual or even unbranded.

Physical or virtual placement?

Products can of course be physically placed, interacted with or mentioned during the

production process. And once this has happened, content and brand are pretty much

bound together wherever the program is subsequently broadcast or streamed. This is the

process of most placements to date.

An alternative approach to this is virtual placement as pioneered by companies such as

MirriAd, which partners with broadcasters and brand owners to place products digitally

into existing media content. This enables one item of content to be associated with

different brands across territories and at different times. It also allows placement to

happen after production. Both approaches have their advantages and also can be used at

the same time.

Traditionally there have been three main types of product placement; screen placement,

script placement, and plot placement.

1. Screen Placement 

Screen placement uses a product in the foreground or background of a shot.

The product is not mentioned by name, but does garner some decent screen time.
Director Michael Bay is a master of using screen product placement in his films. He

currently holds the record of featuring 55 different brands in Transformers: Age of

Extinction, a film already based on a product itself. In this video, you will see 50 seconds

of Bud Light products without the product being mentioned. The Beats Pill is an example

of script placement.

2. Script placement literally puts a product in the script, where a character in the film

will mention the product by name. Example: Marty McFly orders a Pepsi in the Back to the

Future Part II. 

3. Plot Placement

Plot placement makes a product a part of the film. These are products that are always

connected to characters, like the many gadgets of James Bond. Aston Martin has been a huge

part of the Bond franchise for decades. Even the latest installments feature classic and new

Aston Martin cars.

4. Music

Where the latest tracks can feature as background music. An example of this was Ministry of

Sound’s album Marbella Sessions which featured in two special episodes of The Only Way is

Essex on ITV2 in June. The shows featured the cast attending the launch party for the album

and music and branding from the album appeared on screen. The activity was supported by a

licensing agreement, social media activity and an advertising campaign.

5. Contextual

This could be a digital poster placement in a natural setting within the program
Advantages of Product Placement

1. Product Placement Can Make a Lesser Known Brand Skyrocket

Rupa Frontline and chings, Combining these brands with a big budget, hit film(SIMBAA)

with a product that has never quite made its mark can be extremely beneficial to marketing

teams who are struggling to find ways to create traction.

2. It Can Get Audiences to Associate a Product With a Certain Lifestyle

Decades ago, James Bond famously ordered a martini, "shaken not stirred". Because of that

line, moviegoers associated the martini with wealth, opulence, adventure and bravado. In one

of the newest incarnations of the James Bond franchise, the current blond-haired, blue-eyed

Bond turns down the offer of his signature and drink and opts for a Heineken instead. In

Bollywood, Veere Di wedding incorporates Calvin Klein, Uber to associate these brands with

a lavish lifestyle.

3. Brands Can Form a Symbiotic Relationship With Movie Production Companies

In-film product placement and branding often results in a mutually beneficial relationship

between productions houses and corporations. They would promote the film in their

commercials and on their product packaging. In turn, they would be allowed to place their

product in the film.

4. It helps film companies be able to pay for content creation. 

Advertising has been part of the movie and television viewing experience from the very

beginning. Even the earliest TV shows would have product placements or live

announcements about the sponsorship of the show so that viewers would be exposed to

specific brands. The money from those sponsorships brings the stories to the consumers.

Without it, there would be fewer stories.

5. When done correctly, it enhances the viewing experience. 

The great thing about movies and television shows is that it blends fantasy with reality to

make it a viewing experience that can relate to the average person. A good show makes

people feel like they are really there. Product placements that are subtle and realistic within

the context of the story can help to enhance this experience.

6. It increases the profit margins for film companies. 

Movies and TV shows have to make money in order for them to continue producing new

content. Product placements reduce the expenses needed for filming, which enhances the

potential profitability of a movie.

7. It creates a greater awareness for the brands that is positively associated with a good

movie. 

If people enjoy a movie and there are product placements involved with it, then those positive

feelings get translated to the brand.

The potential downsides of Product Placement

1. It can interfere with the plot of the movie. 

Although there are billions of dollars in advertising revenues up for grabs every year thanks

to product placement, having excessive levels of advertising in a movie can be distracting.

movies like Zero or Yamla Pagla Deewana Phir se become known not for their plot, but

because of the shameless product placements that are placed in front of viewers. Obvious

product placements break people into reality.

2. It creates a cluttered screen. 

Even if a director notices that the amount of products in the shot is cluttering the screen and

making the acting difficult to follow, there isn’t much that they can do about it. The contracts

that authorize the product placements often dictate how, when, and how often those products

are displayed. Since this form of advertising has become highly competitive, the amount of
clutter is only going to keep increasing.

3. It is expensive. 

Movies and TV shows have a global reach that hits billions of people. That means advertising

through a product placement isn’t going to be cheap.

4. Competitive brands can cancel each other out. 

Some movies and shows include so many different product placements from within the same

industry that the effect of the advertising gets canceled out. If too many brands from the same

industry are seen by viewers, then there is no loyalty created. That’s why you never really see

Burger King in the same movie with McDonald’s.

 Research Methodology

Question for research

Research design is a blueprint of research. It can be compared with the plan of a

house, which lays down the methods and procedure for the collection of information and its

measurement and analysis with a view to arriving at certain meaningful conclusions at the

end of proposed study. Before selecting the research design, researcher has to take proper

care to deal with two issues. First, it must answer the research question and second, the result

of the study can be generalized.

In this study I was interested to know the characteristics of movie’s viewers and to

determine their attitude toward product placement practice. I was also interested to analyses

their awareness level about product placement practice in Hindi movies.

Aims and objectives

Research Questions:

How can consumer product marketers implement and benefit from product placement

in an integrated marketing communication strategy?

How do viewers of Hindi films react to product placement practice?

Objectives of the study-:

To analyze the viewers‟ response about the practice of Product Placement in a Hindi

movie. To compare the various strategies used by marketers / manufacturers for product

placement in Hindi films and its impact on attitude toward brands. To discuss the ethical

issues involved in practice of product placement in Hindi films.

Hypotheses

Based on literature review, expert interviews

H1: Viewers have a positive attitude toward product placement practice in Hindi movies.

H2: Positive attitude to product placement in general will result in greater acceptance of

particular product placed.

H3: There is no significant difference in influence on “attitude toward brands” between

verbal, visible and mixed strategy.

H4: There is no significant difference in respondent’s opinions about product placement in

films is Ethical or unethical.

H5: There is no significant difference in respondent’s opinions that the government should

regulate the use of brand name products in Movies.

Methodology

Methods of data collection

Data collection is a process of collecting information from all the relevant sources to

find answers to the research problem, test the hypothesis and evaluate the outcomes. Data

collection methods can be divided into two categories: secondary methods of data collection

and primary methods of data collection.

Secondary Data Collection Methods 

Secondary data is a type of data that has already been published in books, newspapers,

magazines, journals, online portals etc.  There is an abundance of data available in these

sources about your research area in business studies, almost regardless of the nature of the

research area. Therefore, application of appropriate set of criteria to select secondary data to

be used in the study plays an important role in terms of increasing the levels of research

validity and reliability.

These criteria include, but not limited to date of publication, credential of the author,

reliability of the source, quality of discussions, depth of analyses, the extent of contribution

of the text to the development of the research area etc.

 

Primary Data Collection Methods 

Primary data collection methods can be divided into two groups: quantitative and

qualitative. Quantitative data collection methods are based in mathematical calculations in

various formats. Methods of quantitative data collection and analysis include questionnaires

with closed-ended questions, methods of correlation and regression, mean, mode and median

and others. Quantitative methods are cheaper to apply and they can be applied within shorter

duration of time compared to qualitative methods. Moreover, due to a high level of

standardization of quantitative methods, it is easy to make comparisons of findings.

Qualitative research methods, on the contrary, do not involve numbers or mathematical

calculations. Qualitative research is closely associated with words, sounds, feeling, emotions,

colors and other elements that are non-quantifiable. Qualitative studies aim to ensure greater

level of depth of understanding and qualitative data collection methods include interviews,

questionnaires with open-ended questions, focus groups, observation, game or role-playing,

case studies etc.

1. Consumer Surveys

In contrast with interviews, where an enumerator poses questions directly, questionnaires

refer to forms filled in by respondents alone. Questionnaires can be handed out or sent by

mail and later collected or returned by stamped addressed envelope. This method can be

adopted for the entire population or sampled sectors.

Questionnaires may be used to collect regular or infrequent routine data, and data for

specialized studies. While the information in this section applies to questionnaires for all

these uses, examples will concern only routine data, whether regular or infrequent. Some of

the data often obtained through questionnaires include demographic characteristics, fishing
practices, opinions of stakeholders on fisheries issues or management, general information on

fishers and household food budgets.

A questionnaire requires respondents to fill out the form themselves, and so requires a

high level of literacy. Where multiple languages are common, questionnaires should be

prepared using the major languages of the target group. Special care needs to be taken in

these cases to ensure accurate translations.

In order to maximize return rates, questionnaires should be designed to be as simple and

clear as possible, with targeted sections and questions. Most importantly, questionnaires

should also be as short as possible. If the questionnaire is being given to a sample population,

then it may be preferable to prepare several smaller, more targeted questionnaires, each

provided to a sub-sample. If the questionnaire is used for a complete enumeration, then

special care needs to be taken to avoid overburdening the respondent. If, for instance, several

agencies require the same data, attempts should be made to co-ordinate its collection to avoid

duplication.

The information that can be obtained through questionnaires consists of almost any data

variable.

Advantages of Surveys

 Relatively easy to administer

 Can be developed in less time (compared to other data-collection methods)

 Cost-effective, but cost depends on survey mode

 Can be administered remotely via online, mobile devices, mail, email, kiosk, or

telephone.

 Conducted remotely can reduce or prevent geographical dependence

  Capable of collecting data from a large number of respondents

 Numerous questions can be asked about a subject, giving extensive flexibility in data

analysis

 With survey software, advanced statistical techniques can be utilized to analyse

survey data to determine validity, reliability, and statistical significance, including the

ability to analyse multiple variables

 A broad range of data can be collected (e.g., attitudes, opinions, beliefs, values,

behaviour, factual).

 Standardized surveys are relatively free from several types of errors

Disadvantages of Surveys

The reliability of survey data may depend on the following factors:

 Respondents may not feel encouraged to provide accurate, honest answers

 Respondents may not feel comfortable providing answers that present themselves in

an unfavourable manner.

 Respondents may not be fully aware of their reasons for any given answer because of

lack of memory on the subject, or even boredom.

 Surveys with closed-ended questions may have a lower validity rate than other

question types.

 Data errors due to question non-responses may exist. The number of respondents who

choose to respond to a survey question may be different from those who chose not to

respond, thus creating bias.

 Survey question answer options could lead to unclear data because certain answer

options may be interpreted differently by respondents. For example, the answer option

“somewhat agree” may represent different things to different subjects, and have its
 own meaning to each individual respondent.  ‘Yes’ or ‘no’ answer options can also be

problematic. Respondents may answer “no” if the option “only once” is not available.

 Customized surveys can run the risk of containing certain types of errors

2. Interviews

In interviews information is obtained through inquiry and recorded by enumerators.

Structured interviews are performed by using survey forms, whereas open interviews are

notes taken while talking with respondents. The notes are subsequently structured

(interpreted) for further analysis. Open-ended interviews, which need to be interpreted

and analyzed even during the interview, have to be carried out by well-trained observers

and/or enumerators.

As in preparing a questionnaire, it is important to pilot test forms designed for the

interviews. The best attempt to clarify and focus by the designer cannot anticipate all

possible respondent interpretations. A small-scale test prior to actual use for data

collection will assure better data and avoid wasting time and money.

Although structured interviews can be used to obtain almost any information, as with

questionnaires, information is based on personal opinion. Data on variables such as catch

or effort are potentially subject to large errors, due to poor estimates or intentional errors

of sensitive information.

Open-ended interviews

Open-ended interviews cover a variety of data-gathering activities, including a number of

social science research methods.

 Focus groups are small (5-15 individuals) and composed of representative members

of a group whose beliefs, practices or opinions are sought. By asking initial questions and

structuring the subsequent discussion, the facilitator/interviewer can obtain, for example,

information on common gear use practices, responses to management regulations or

opinions about fishing.

Panel surveys involves the random selection of a small number of representative

individuals from a group, who agree to be available over an extended period - often one

to three years. During that period, they serve as a stratified random sample of people from

whom data can be elicited on a variety of topics.

Structured interview

Generally, structured interviews are conducted with a well-designed form already

established. Forms are filled in by researchers, instead of respondents, and in that it

differs from questionnaires. While this approach is more expensive, more complicated

questions can be asked and data can be validated as it is collected, improving data quality.

Interviews can be undertaken with variety of data sources (fishers to consumers), and

through alternative media, such as by telephone or in person.

Structured interviews form the basis for much of the data collection in small-scale

fisheries.

In an interview approach for sample catch, effort and prices, the enumerators

work according to a schedule of landing site visits to record data. Enumerators can be

mobile (that is sites are visited on a rotational basis) or resident at a specific sampling

site. Their job is to sample vessels, obtaining data on landings, effort and prices from all

boat/gear types that are expected to operate during the sampling day. The sample should
be as representative as possible of fleet activities. Some additional data related to fishing

operations may be required for certain types of fishing units, such as beach seines or boats

making multiple fishing trips in one day. For these, the interview may cover planned

activities as well as activities already completed.

In an interview approach for boat/gear activities, the enumerators work according

to a schedule of homeport visits to record data on boat/gear activities. Enumerators can be

mobile (that is homeports are visited on a rotational basis) or resident at a specific

sampling site. In either case, their job is to determine the total number of fishing units

(and if feasible, fishing gears) for all boat/gear types based at that homeport and number

of those that have been fishing during the sampling day.

There are several ways of recording boat/gear activities. In many cases, they combine

the interview method with direct observations. Direct observations can be used to identify

inactive fishing units by observing those that are moored or beached, and the total number

of vessels based at the homeport are already known, perhaps from a frame survey or

register. Often enumerators will still have to verify that vessels are fishing as opposed to

other activities by using interviews during the visit.

The pure interview approach can be used in those cases where a pre-determined sub-

set of the fishing units has been selected.

Sometimes it is possible to ask questions on fishing activity which refer to the

previous day or even to two days back. This extra information increases the sample size

significantly with little extra cost, ultimately resulting in better estimates of total fishing

effort. Experience has shown that most of the variability in boat/gear activity is in time

rather than space.

In-Depth Interview Advantages

 Interviewers can establish rapport with participants to make them feel more

comfortable, which can generate more insightful responses – especially regarding

sensitive topics.

 Interviewers have greater opportunity to ask follow-up questions, probe for additional

information, and circle back to key questions later on in the interview to generate a

rich understanding of attitudes, perceptions, motivations, etc.

 Interviewers can monitor changes in tone and word choice to gain a deeper

understanding. (Note, if the in-depth interview is face-to-face, researchers can also

focus on body language.)

 There is a higher quality of sampling compared to some other data collection

methods.  

 Researchers need fewer participants to glean useful and relevant insights. 

 There are none of the potential distractions or peer-pressure dynamics that can

sometimes emerge in focus groups.

 Because in-depth interviews can potentially be so insightful, it is possible to identify

highly valuable findings quickly.

In-Depth Interview Disadvantages

 In-depth interviews are quite time consuming, as interviews must be transcribed,

organized, analysed, and reported. 

 If the interviewer is not highly skilled and experienced, the entire process can be

undermined.

 The process can be relatively costly compared to other methods. (However, telephone

in-depth interviews vs. in-person can significantly reduce the costs.)

 Participants must be carefully chosen to avoid bias, and this can result in a longer

vetting process.

 Participants typically expect an incentive to participate, and this must be carefully

selected to avoid bias.

Technique Key Facts

 Interviews can be conducted in person or over the

telephone

 Interviews can be done formally (structured), semi-

structured, or informally
Interviews
 Questions should be focused, clear, and encourage

open-ended responses

 Interviews are mainly qualitative in nature

 Responses can be analysed with quantitative methods

by assigning numerical values to Likert-type scales

Questionnaires and
 Results are generally easier (than qualitative
Surveys
techniques) to analyse

Observations  Allows for the study of the dynamics of a situation,

frequency counts of target behaviours, or other

behaviours as indicated by needs of the evaluation

 Good source for providing additional information

about a particular group, can use video to provide

documentation

 Can produce qualitative (e.g., narrative data) and

quantitative data (e.g., frequency counts, mean length

 of interactions, and instructional time)

 
 A facilitated group interview with individuals that

have something in common

 Gathers information about combined perspectives

Focus Groups
and opinions

 Responses are often coded into categories and

analysed thematically

 Involves studying a single phenomenon

 Examines people in their natural settings

 Uses a combination of techniques such as

Ethnographies, Oral
observation, interviews, and surveys
History, and Case
 Ethnography is a more holistic approach to
Studies
evaluation

 Researcher can become a confounding variable

 Consists of examining existing data in the form of

databases, meeting minutes, reports, attendance logs,

financial records, newsletters, etc.

Documents and Records
 This can be an inexpensive way to gather

information but may be an incomplete data source

Research Design

I followed 3 types of research methods for a better understanding of research methods:

1. Quantitative method which involved having a survey.

 2. Qualitative research which involved having conducted 3 interviews with

industry experts.

3. Consumer research which consisted of 2 focus groups of 6 persons in each

group.

Interviews:

1. Sandeep A. Varma

Occupation: Film Director/ Writer

Notable work: Manjunath (2014)

2. Irfan Syed

Occupation: Copywriter

3. Sachin Karle

Occupation: Co-Founder, Director & Chief Creative: KitesUnited IMC

Focus Group 1 members: (avid movie-goers)

1. Vrushali Doshi

Age: 20

Occupation: Student (B.COM)

2. Aahana Ghatani

Age: 16

Occupation: Student

3. Krishna Vijan

Age: 22

Occupation: Interior Designer

4. Preeti Doshi

Age:40

Occupation: Self-Employed

5. Nishant Sadnani

Age: 27

Occupation: Digital Media

6. Jenil Shah

Age: 33

Occupation: Chartered Accountant

Focus Group 2 members: (atleast 1-2 movies a month)

1. Saroj Shah

Age:48

Occupation: Housewife

2. Lata Mehta

Age: 54

Occupation: Housewife

3. Anuj Shah

Age:20

Occupation: Student (Chemical engineering)

4. Mohit Ladkani

Age: 20

Occupation: Student (B.COM)

5. Bhoomi Kanakia

Age: 21
Occupation: Student (BMM)

6. Riyaz

Age: 26

Occupation: Gym Owner

Interview Questions:

The questions: 

1. Are you in favor of or against in film-branding?

2. Does it work in favor of the product being advertised?

3. Does the audiences’ perception of a product change after seeing it being promoted in a

film? 

4. To what extent does the perception change? Meaning, do people actually make the effort

of going and buying the advertised brand /would they just file away the information / decide

not to buy it at all? 

5. What happens to the same product’s perception when the film is a super hit in contrast to

when the film gets a bad audience response? IS there any notable change?

6. Do people prefer to see real brands in movies rather than fake/fictitious brands when the

scene demands are such? 

7. Do people prefer to see brands advertised in a film rather than seeing traditional

advertisements?

8. Would people avoid watching a movie if they knew beforehand that some brands are being

advertised? 

9. Do people have a viewpoint about the producers who receive money from advertisers for

placing their brands in a movie? 

Survey Questions:

1. Are you aware of product placement process in Bollywood?

 Yes

 No

2. Are you in favor of or against in film-branding? 

 in favor of

 against

3. Does your perception of a product change after seeing it being promoted in a film?  

 Yes

 No

 Maybe

4. To what extent does the perception change? 

 Go out of your way to buy the product advertised in the film

 Keep that information in mind for when required

 do not buy that product at all

5. how do you prefer to see brands?

 advertised in films

 traditional advertisements

 Other:

6. would you avoid watching a film because a certain brand is/is not associated with the

movie 

 yes

 No
 7. would you prefer to see a real brand or a fictitious brand in a movie? 

 real

 fictitious

8. are you aware producers receive money from advertisers for showing brands 

 Yes

 No

 Maybe

9. does the celebrity using a product in a film influence your selection?

 Yes

 No

 Maybe

Analysis of the interviews:

I conducted 3 interviews with industry professionals, they were director, writer and ad

agency head respectively, in order for in-film placements to work writer, director and the ad

agencies need to work in sync for seamless transition of the brand on screen. The

product/brand used cannot interfere with the plot or look out of place in the movie. It is
important for all departments to be on the same page for the product/brand to have a positive

impact on the viewers. Chances of the placement to go wrong are quite high, the most

common response I got was that if poorly done it has a greater negative effect on the

audience compared to the positive response it can get. All of them were in favor of it as long

as it did not hinder the plot. Sometimes the plot demands certain products, in this situation the

experts suggested to use real, existing brands rather than create fake brands, so that looks

more realistic.

All of them suggested that using or showing the same brand multiple times in a movie

might get annoying for the audience. The agency head also suggested that innovative

advertisements are also a good way to attract viewers, if the advertisement is done well and

stands out, it can do wonders for the brand.

Analysis of the Focus Group:

Focus group research is “a way of collecting qualitative data, which—essentially—

involves engaging a small number of people in an informal group discussion (or discussions),

‘focused’ around a particular topic or set of issues”. Focus groups are the best means to

assess consumers' attitudes and opinions.

My focus group consisted of 6 people belonging to different genders, age groups,

occupation, these difference in demographics helped to get a better understanding of how

effective the brand placements are on the Indian audience. The criteria for both of my focus

groups were that they saw at least 2-4 movies a month, not necessarily in theatres since a lot

of movies are directly released on OTT platforms.

Not by name as such but all of them were aware of the concept of product placement,

where they all were aware that real-life brands exist in movies.
 One observation that stood out (by Jenil Shah) was that before the movie started, all

their sponsors, partners are mentioned, this gives information to the audience about what

brands can be expected in the film.

This initiated a discussion, when this is observed the brand does not click with the audience

as much as when a brand is noticed without prior mentions.

Different people noticed different brands in the same movie, so concluding that if a

film is a hit at the box office, brands might do well, it can be that in a hit film, a small brand

can go unnoticed.

All of them agreed that they would rather see brands in films than traditional advertisements.

Samples size for Focus groups

For primary data collection, Mumbai has been selected on the basis of the assumption

that the sample selected from this city would represent the population.

All respondents were classified in different categories based on age of respondents, location

of respondents, occupation of respondents of respondents and gender. These categories of

respondents are used to find out the categorical difference between various other phenomena

of product placement in Hindi films.

Scope of the study:

The study conducted to analyze the viewer’s attitude toward product placement

practice in Indian films with special reference to Hindi films. Their acceptance for this

practice was also measured and compared with their attitude. The study was restricted to

analyze the product placement in Hindi films only. But the outcome of this study may apply

to other regional films also. The results of the proposed research will provide marketers and

business decision makers with a further understanding of product placement, identifying

whether it is a worthwhile promotional strategy compared with the traditional media which

are becoming saturated.

 The study will also provide a platform for the use of product placement practice in

Regional films like Marathi films which are technically not superior because of paucity of

funds. Producer of such cinema will get extra financial support and marketer / advertiser will

get a new way to communicate with viewers. Because of newness of product placement,

respondents who were not aware about the practice, lacked in having knowledge that may

lead to proper response. Researcher has taken proper care to deal with this issue and tried to

minimize the misleading response. Second limitation for this research was population that

was very large. To deal with this problem researcher has taken sample from different cities,

different age groups, having different educational background. Research area for this study

was Pune and Mumbai, the reason behind it was that these cities are cosmopolitan cities.

As it was anticipated, during research work following limitations were faced:

 Non-availability of contacts and persons themselves for study at decided time.

 Hesitation in sharing information

 Avoidance to give appointment for interview

 Non-familiarity of some of the respondents with product placement.

 Very large population.

Conclusion

Findings related to viewer’s response about the practice of Product Placement in

a Hindi movie.
• 87 % of respondents were familiar about the practice of product placement in movies while

13 % were not familiar at all. For those respondents who were not familiar, a brief about the

practice of product placements was given.

• 48 % of respondents agree that their views about a product have changed after seeing it

placed within a film that they liked.

• 44 % of respondents don’t like to see brands or product if it is placed within film for

advertising purpose.

• 38 % respondents would like to avoid watching movies if they knew beforehand that brands

are placed for advertising purpose.

• Approximately 50% of respondents don't mind if Movies producers receive money from

manufacturers for placing their brands in Movie.

• 51% respondent says that they would prefer to see real brands in Movies rather than

fake/fictitious brands.

• Only 44% respondents agree with the statement that the presence of brands in Movies

makes them more realistic.

• 44% respondents say that Product placements in Movies might make them want to use the

product if it is associated with an actor I like.

• 47% respondents feel that they would prefer to see brands placed within Movies than

traditional advertisement.

Findings related to attitude of viewers towards product placement practice in

Hindi films
• 46% of respondent have positive attitude toward practice of product placement in Hindi

films.

• 48 % of respondents feel that product placement practice should be used in films.

 52 % of respondents feel that product placement should be used if it suits the contents of

story of film.

• 48 % respondents don't mind if brand names appear in Movies.

• 48% respondents assume that when brands appear in Movies it is usually a form of paid

advertising.

This research study has discussed and established the acceptability of product

placement as a marketing communications method. This research study also has discussed

product placement as a marketing communications method. There was good awareness about

product placement practice among viewers Product placement communications are,

according to research results, recognized and recalled at higher rates. As per the result of

analysis product placement is a good communication medium when audience attitudes are

concerned.

Respondents have positive attitude toward product placement practice in Hindi

movies and that result in greater acceptance of product placement practice in Hindi films.

Respondents don't mind if brand names appear in Movies and producers receive money from

manufacturers for placing their brands in Movie. Respondents also agreed that if brands are

to be placed in a Movie for which producers receive a payment from the advertisers, this

information should be disclosed at the beginning of the Movie. Respondents agreed that the

government should regulate the use of brand name products in Movies. Respondents also

agreed that people would be influenced by the brands they see in movies.

Majority of audience accepts the product placement practice in films.

 Higher brand recognition and recall levels pave the way for other marketing

communications to enhance the actual brand attitude, thus confirming the need for integrated

marketing.