An Empirical Study of Effectiveness of Product Placement in Hindi Movies Compare to Television Shows

Abstract

The aim of the study is to find effectiveness of product placement in movies compared to TV shows. In this Integrated Marketing Communication era, organisations are willing to take more attention for their products and promotions. So they are moving with the new advertising concept – product placement. In this paper, researchers try to compare the two tools of product placement and through which identify which one gets more attention and more attraction for buying behaviour. This study comprises samples of 250 consumers who are studying in post graduation and who watch Hindi movies and TV shows. The researchers have conducted research with five films and TV shows namely Golmaal 3, Tees Mar Khaa, Break ke Baad, Badmash Company, Band Baaja Barat and DID Doubles, Big Boss, Master Chef India, Jalak Dikhla Jaa and Comedy Circus. Data has been collected by the use of questionnaire, and the target audiences are PG college students. This research paper has implications for both academicians and practitioners which include the advertising agency people, the media planners, the brand managers, the film scriptwriters and producers for developing strategies to increase the use of product placement as a tool for brand communications. The paper also highlights the future research direction in this area for Indian brand managers and academicians.

Keywords: Product Placement in Movies, Television Shows

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