The Effectiveness of Product Placement: The Influence of Product Placement towards Consumer Behavior of the Millennial Generation

Abstract

Abstract-This study examines the influence of product placement in television shows and movies toward consumer behavior. 100 respondents from the Klang Valley, aged from 18 to 25 participated in this research. The methodology uses convenience sampling. The data analysis is done with the SPSS windows software. This study integrates the Theory of Reasoned Action to test five different hypotheses. The main findings show that beliefs of a person about product placement can affect the individual's attitude. In addition, normative norms have a significant relationship with subjective norms. Both attitude and subjective norms have a direct effect on purchase intention. Lastly, purchase intention will affect a person's consumer behavior. Some suggestions are given to advertisers and marketing researchers respectively. Index Terms-Consumer behavior, product placement, purchasing intention, theory of reasoned action.

Video Ads in Digital Marketing and Sales: A Big Data Analytics Using Scrapy Web Crawler Mining Technique

“…However, in duopoly markets and where there is price rivalry, the role of advertising as the more appropriate signaling method is supreme [31]. The retail market and e-commerce, in particular, are becoming extremely competitive.…”

Product placement in computer/video games: an analysis of the impact on customers purchasing decision

“…Product placement is related to the type of advertising that consists of the placement of commercial information in content perceived by viewers as non-advertising and as entertainment (Lehu, 2009;Kit & Qui P'ng, 2014). Product placement has more risks involved compared to the traditional advertising, and, in recent decades has been used frequently in television programs, cinema, video games, together with other virtual reality products, and so on.…”

“…There are several goals for product placement as attracting the audience's attention to the brand, improving brand awareness or consumer memory for brands and products, creating instant recognition of a product or a brand, changing the overall brand assessment of consumers, influencing consumer behavior and intentions. However, this kind of advertising is associated with uncertainty and marketers should be aware that the effectiveness of product placement couldn't be predicted with great precision (Lehu, 2009;Kit & Qui P'ng, 2014;Nelson, 2002). Nelson (2002) considers that the semantic structure of the video game helps to improve the integration of brands.…”

“…The product placement in video games is not a new manifestation of the advertising strategy: product placement has been used in video games since the 1980s (Lehu, 2009). Actuallly some games are created specifically with the advertising purpose to promote a brand or product also called advergames (Kit & Qui P'ng, 2014). Advertising can be integrated into the game, in other cases, which is not created only for advertising reasons.…”

“…The effectiveness of advertising depends on how this advertising satisfies the audience, how much it corresponds to its intelligence level and needs (Newell et al, 2006;Williams et al, 2011). Currently, explicit advertising and traditional advertising technologies could be less effective in many cases they can present an aggressive approach (Kit & Qui P'ng, 2014). In addition, new generations of consumers are harder to manipulate as nowadays they understand better how advertising works, and they don't accept the traditional marketing (Parreno, 2015).…”