PRESENTATION ON

ON

KIRTI AGGARWAL
09-and-mba -025
• Product:- A product is anything that can be offered
to a market to satisfy a want or desire.

• Product Placement :- Product placement, or

embedded marketing is a type of advertisement,
where brands are placed in a background such as
movies or television soap operas.

The “Ofcom Broadcasting Code of UK” defines

product placement as “the inclusion of, or reference
to, a product or service within Cinema or a TV
program in return for payment or other valuable
 Example Of Product Placement
1. In the show,“Kaun Banega
Crorepati”, the particular
bank’s cheque was given.

2. Shahrukh Khan having

lunch at McDonald’s in
“Chak De India”.

3. Aamir Khan don Louis

Philippe in “Ghajini”.

4. Mandira Bedi made calls

from her mobile handset
in “Deal Ya No Deal”.
 Objective Of Product Placement
1. The placement of the product does not divert the
attention of the customers from the main theme of
the program.

2. Customers may simply buy the product by watching

them on Television programs or movies.

3. Viewers cannot avoid the commercials by

switching channels.

4. Producer saves substantial amounts of money.

 PRODUCT PLACEMENT IN BOLLYWOOD
Product placement in movies
has been gaining importance in
bollywood at a fast pace.

Film makers also earn

revenues by selling the
screens space in movies.

Film placements are currently

earning between Rs. 500,000 to
Rs. 50 mn for the producers.

In Fashion, the total investment was around Rs. 220 mn, out of
which Rs.85 mn was earned through the advertisements.
 TYPES OF PRODUCT PLACEMENT

1. Hyperactive Placements.

2. Active Placements.

3. Passive Placements.
WHY PRODUCT PLACEMENT
HAVE INCREASED
 Easy and big money for the product placement agency
and for the program producers.
 Absence of legal restrictions clearly defining the border
line between the program/editorial content and
advertising.
 Ads during commercials may not create an impact
many of the times and are not considered trustworthy.
 Increasing operational costs for production houses
makes it imperative for them to look for other revenues.
This provide revenue to the production houses.
 PROS OF PRODUCT PLACEMENT
Product placement ensure that the placed product is
viewed by more consumer.
The possibility of Brand recall is quite high if that part of
the product is followed by the commercials break of the
serial.
Source association is one of the prominent advantage of
product placements.
Recall and acceptance among the target audience have
been proven to be high in case of product placements.
Product placements can achieve the best of passive
learning & can cause the brand name to sink into the
audience’s mind.
 CONS OF PRODUCT PLACEMENT
High costs that the production houses charge
without much justification.
The time of exposure is another disadvantages in
product placements.
Sometimes the advertiser should not have a control
over when & where his message would be placed in
a media.
Competition and clutter.
Lack of professionalism.
Lack of measurement.
 THE AUDIENCE INTOLERANCE THRESHOLD
QUADRANGLE

Prominence Parade
Too much of importance to one or Clumsy lining up of many products
two products in a program. with no editorial justification.

Patter
Long – winded sales talk done by
the actor & Actresses of the TV
program, as if it is part of the
script.
Partnership
The unholy relation between the
media, advertisers , his agencies &
the producer of the program,
ignoring the importance.
Marketers have to analyze the four factors before
finalizing a product placement deal.

Marketers have to maintain appropriate separation

between the program & the advertising content.
GUIDELINES FOR MAKING PRODUCT PLACEMENT WORK

Distinguish between serious involvement & low

involvement, whether in TV or in cinema, & treat
them suitably.
Product integration should be the aim &not product
insertion.
Do not treat product placements as an opportunity
to advertise alcohol & cigarettes .
Try being in the background.
Use it only when editorially justifiable & to enhance
practically.
Measuring the effectiveness of product placements.
Be innovative- like Maruti which introduced its Swift
brand in the film Bunty & Bubli.
Should follow the guidelines prescribed by
Advertising Standards Council Of India (ASCI).
Be target specific.
 CONCLUSION
Product placements provide good opportunity to
reach the target audience without transferring to
them a feeling of viewing a sales promotion.

It is the best tool for the passive selling.

It requires coordination of all the parties involved,

proper planning, & a realistic long team approach to
reap the benefits.
THANK YOU