Product Placement Essay
ABSTRACT
Product placement or brand placement can be seen in a number of media vehicles including Television Serials, Chat shows popular movies etc., which is an advertising format presenting a product through the media for attracting mass customers. The study discusses the influence and impact of product placement in Indian cinema. In this study, we discuss the different brand placement strategies adopted in movies for promotional purposes in India and discuss the effectiveness of this type of communications and concentrating on the viewer’s recall on the brand and its impact on improving brand image. The study is basically to understand the consumer buying behavior. The study assess product placement in Indian movies on the basis of its popularity and the diversity in the types of placements and
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In product placement, either the product or the logo is shown or flashed of the concerned product or some of its features may be highlighted.
Marketing has been an integral part of business and companies are in search for innovative ideas by considering the changing interests of the consumers, where product placement through movies has been identified as a better way to reach to the target audience to influence them. It seems that this culture had started in early 19th century.
Product placement in movies is a well-known concept in Hollywood and Bollywood, though this exercise is still a developing one in Indian cinema. Influence of celebrities in establishing a brand is a commonly used trend which was evident even in yester years.
Movies are noticeable medium for entertainment in India, a specialty of lot of things such as trendy outfits, Interesting destinations and singing and dancing sequences (Dwyer & Patel, 2002).The movies does not alone focus the Indian audience, but nonresident Indians.
The movies communicate many a things to the audience such as grooming, fashion and also about latest
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