Influence of Product Placements in Films and Television on consumers Brand Awareness

Kumar, Sunita

doi:10.14738/abr.52.2747

Cited by 11 publications

(15 citation statements)

References 13 publications

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“…Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan antara penempatan produk terhadap kesadaran merek BMW pada film "Mission Impossible: Fallout". Penelitian lainnya adalah penelitian mengenai "Influence of Product Placements in Films and Television on Consumers Brand Awareness" (Kumar, 2017). Penelitian ini bertujuan untuk mengetahui alasan orang terhubung dengan produk, sikap mereka terhadap penempatan produk dan bagaimana sikap ini mempengaruhi kesadaran merek dan pembelian mereka.…”

Section: Gambar 1 Adegan Kredit "Nkcthi"unclassified

Pengaruh Penempatan Produk Toyota terhadap Kesadaran Merek pada Film "Nanti Kita Cerita Tentang Hari Ini"

Nemesis¹,

Natalia²

2021

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Product placement can be used as a way to promote a product or service. The product or service is displayed in such a way as to give the impression that the product or service is part of a film or TV program. Toyota displays its products in the film “Nanti Kita Cerita Tentang Hari Ini”. “Nanti Kita Cerita Tentang Hari Ini” is a film with the theme of family. This study aims to determine the influence of Toyota's product placement on brand awareness in the film “Nanti Kita Cerita Tentang Hari Ini”. The research method used is quantitative explanative by distributing questionnaire online. The results show that there is a positive influence between the product placement of Toyota on brand awareness in the film “Nanti Kita Cerita Tentang Hari Ini”. In addition, respondents also agreed that they can identify Toyota as an automotive company and that Toyota's car products are shown without disturbing the respondent's focus while watching the film.

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Section: Gambar 1 Adegan Kredit "Nkcthi"unclassified

Pengaruh Penempatan Produk Toyota terhadap Kesadaran Merek pada Film "Nanti Kita Cerita Tentang Hari Ini"

Nemesis¹,

Natalia²

2021

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“…Using Advanced Analytics Methods (Random Forest and Association Analysis) of 170 participants, a study identifies branded products in movies and TV. It also makes it more realistic and positively influences the customer's mind when their favourite celebrity is associated (Kumar, 2017). The customer's level of knowledge about a product is associated with brand remembrance.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Product placement is a more effective marketing strategy because people or viewers tend to skip advertisements. Star associated with the brand and the presence of brands on TV makes it more realistic for some people to buy (Kumar, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

Consumer Attitude Toward Product Placement: A Descriptive Study Between Bangladeshi & Indian Media Program

Karmakar

Nur-Al-Ahad

Hyder

2021

BEL

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The aim of this study is to investigate Bangladeshi viewers’ attitudes towards product placement activities. Here product placement indicates a paid form of non-traditional advertisement where products or brand names are intentionally present along with the programs. Consumers’ purchase decisions relate to how they know the brand name, and traditional marketing activities failed several times to hit the customer’s black box. People are fascinated by an innovative way of product representation, a tough and challenging task for marketers. Embedded marketing or Product placement helps both viewers and marketers to build a bridge for communication. In Bangladesh, people are less conscious about their local products as well as their media programs. Media and marketing relate inextricably with each other. The study has been conducted in two aspects to investigate the consumer attitude towards product placement. The first one is a comparative analysis of several product placements between Bangladeshi and the Indian media program. The second one is devolving and analyzing questionnaires to determine the Bangladeshi viewers’ scenario about embedded marketing. The logic behind choosing the Indian tv program for comparison is that Bangladeshi viewers are habituated with the Indian program. From 121 respondents, this study tries to forecast the viewers’ attitude toward product placement. Comparing Bangladeshi and Indian movies, dramas, and reality shows, the study expresses that Bangladeshi channel set minimal concern about embedded marketing. An online survey portrays a viewer’s preference level and thinking pattern about their media programs. Proper representation of programs such as an exciting story from movies and drama, a reality show with more customer engagement, less repetition of the same news, more consciousness about irrelevant talk shows, proper timing of the advertisement can help to back the viewers to their media that allows marketers to communicate with their target customers. This study has been conducted with limited sample size. Further research may be conducted about this study with large sample size and may compare with other countries.

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“…Marketing continues to explore the various forests in order to instill the brand in the mediums of entertainment, especially film. The visual dimension creates a context in a story while the plot creates a story to be more realistic while the auditory dimension will strengthen consumer confidence in a brand rather than merely displayed without explanation [9].…”

Section: Product Placementmentioning

confidence: 99%

Building Brand Awareness Through Film Narrative

Tarmawan¹

2020

Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Humanities and Social Scien

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Film becomes one of the commodities that build brand awareness through product placement, films that combines product messages with stories in the film's narration gives the message value naturally from scenes in the film. The relationship between product placement and storytelling in film narratives is an interesting part to learn. This research used Qualitative method through a naturalistic-interpretative paradigm approach with pragmatic content analysis methods to construct reality, express meaning through the processes, events, and authenticity of product entities in relation to storytelling and brand sharpening through film. The purpose of this research is to understand the concept of building brand awareness by placing products in film narratives. The results showed that product placement in film was very important and had a strong impact on brand awareness by utilizing functional telling, links, and references in film narratives. Products that used as the main property of each scene in a functional event will often appear and visually blend in with the film's story, while product placement in the relationship and reference of the event does not have a direct relation with the film's story, but placed according to marketers' needs. Building brand awareness through product placement in films must pay attention to the genre of film, storytelling, and the target audience.

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Influence of Product Placements in Films and Television on consumers Brand Awareness

Cited by 11 publications

References 13 publications

Pengaruh Penempatan Produk Toyota terhadap Kesadaran Merek pada Film "Nanti Kita Cerita Tentang Hari Ini"

Pengaruh Penempatan Produk Toyota terhadap Kesadaran Merek pada Film "Nanti Kita Cerita Tentang Hari Ini"

Consumer Attitude Toward Product Placement: A Descriptive Study Between Bangladeshi & Indian Media Program

Building Brand Awareness Through Film Narrative

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