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Movies: The Effectiveness Of Product Placement In Movies

990 Words4 Pages

2. LITERITURE REVIEW
2.1 Product Placement in Movies Research on this topic of product placement is very limited in focus on films and television programming during the 80s and after (Newell, Sal man & Chang,2006). Scholars started to focus on some numerous topic that surrounds product placement such as the definition of product placement (Sublapsarianism,1994; Gupta & Gould, 1997a), the effectiveness of product placement which surrounds the practitioners view (Karri, Ackee, & Par dun, 2003), The responds from the audience on product placement ( Deloit Reid,1999), study on how the audience is able to recall the product placement (Astomatous & Cartier, 2000; Law & Braun,2000 ; Cowley & Barron, 2008 ; Roemer, Roemer, & Boone, 2004 ; Russel, …show more content…

A general definition of product placement for the content of movie or television program is a paid product message aimed at influencing movie or television audience by the planned into a movie or television program (Sublapsarianism, 2004). In order to increase brand awareness, Marketers has to influence the consumer's perception toward the product, and also increase the willingness for the consumer to purchase the product. Surveys show that audience are able to recall back or recognize the brands that are placed in the films or other media (Babin & Carder, 1996b; Law & Braun, 2000). Product placement can increase the brand awareness and brand loyalty (Karri, 1994; Babin & Carder, 1996b). Everything is depends on how a brand is portrayed in a film which can change the viewers perception in a positive on negative …show more content…

The effectiveness of product placement was tested based on personal factors such as personal perferences and social influence. According to Liew and Elizabeth, product placement has been defiend as placing a brand or product in the media to affect the consumer behaivor. The stars of the movie will become an indirect endoser for the brand because they will be recommending the brand or product. Liew and Elizabeth study was guided by the Theory of Reasoned Action, which stated that people’s behaviors are influenced by their intention. The study was a quantitative survey research as they used questionnaires which consist of closed-ended questions to determine the frequency and percentage of respondents’ responses. There were 100 teenagers who belong to the age group between 18 to 25 years old who were pursuing their tertiary education in the Klang Valley were chosen to participate on this research. Their survey uses both descriptive and statistical methods to determine the current situation concerning the use and effect of product placement toward consumer

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