Review on the Effectiveness of Brand/Product Placement in Films and a Comparison Between Brand Placements in Hollywood and Bollywood Films

3226 Words Oct 8th, 2014 13 Pages
Review on The Effectiveness of Brand/product Placement in Films and A Comparison between Brand Placements in Hollywood and Bollywood films

Pulidindi Venugopal, Avinash Inuganti, P. Harsha Vardhan, Vedika Kashyap

Abstract:
The advertisements of products/brands in televisions are experiencing skipping of channel and the marketers finding it difficult to promote their brands or products, effectively. So the marketers are now finding new media to promote their products/brands. One of those media is films. This paper studies the effectiveness of brand placement in films in the minds of consumers, especially in Hollywood and Bollywood films.

Key words: Brand placement, Hollywood films, Indian films, Product placement

Introduction:
…show more content…
It frustrates the consumer especially if the story line is out of context. Clear brand placement proved to have great brand recall and well-known brands are more recalled (Rishikesh Padmanabhan, Sanjay Kumae Jena, 2013). The main aim of product placement is that consumer should not only notice it but also should remember it and the entire product placement situation is win-win, in which both film producers and the marketers do benefit (Kaylene Williams, et. Al., 2010). Familiar brands have more advantage than less-familiar brands. Selection of a movie, in which the need to be placed is very important and it is very difficult to evaluate the reach to the target audience, because different age groups do watch the film, the marketer cannot analyze that (Dr. Judy Drennan and Dr. John McDonnell, 2010). The strategy will benefit a brand only if it is seamlessly integrated with the script or otherwise the work will look forced and jarred1 .Product placement in movie is worth full and it gives a good combination of commercial and non-commercial activities, it helps to achieve audience exposure and increase consumer’s memory, makes product or brand the complete success, to change consumer’s attitude

More about Review on the Effectiveness of Brand/Product Placement in Films and a Comparison Between Brand Placements in Hollywood and Bollywood Films

Open Document