Product Placement Definition

1. Title of market research

A Study of Product Placement Effect and influence in television of

Consumer Behavior

2. Study Rationale

In the past, when the marketers needs to do promotion work or increase the brand image, usually they will using the media platform to do this task like newspaper, radio, website or magazines. Nowadays, those platforms are not popular enough than the movies or the drama broadcast on Television; So that the marketers and advertisers try to transfer their traditional promotion platform to television.

The definition of Product Placement is that a new form of advertising for the brand or company show their product or services within a drama. This is the easiest way to let audiences to get the information or a connection

633). Interest in product placement began in the early nineteenth century, when products and brands were seen embedded into the narration of novels, and has only become more of an increasingly popular area of focus (Gurevitch, 2010). Brands placed in entertainment media were originally considered movie props and were often negotiated as donations with film producers as early as the 1930s (Nelson & McLeod, 2005).

3. Research Objectives

Objective 1: Academic area

To examine the audience influence reactions when television using product placement

Objective 2: Exploring area

To investigate which types of products and services in Hong Kong is the most mention and in a high level of the audience focus on; how did the product placement in television can let audience get a deep memory.

Objective 3: Overall contribution

To investigate what audience reactions have been studied and how those product placement factors influence audience reactions and give recommendation to marketers for using product placement strategy

4. Research

Nelson and McLeod (2005) investigated the link between brand consciousness and product placements. In their research, they indicate, “brand consciousness or sensitivity has been studied as a concept to manage brands, as a way to understand consumer socialization processes, and as a method to gauge how consumers feel about or process information related to imitation brands”. This study shows that the media platform as television drama and the movies is the most successful platform to using product placement to increase brand identity and the mention brand image to the audience and consumers. Because product placement in television drama and movies can maintaining for a longer period compare with a fifteen to twenty seconds commercial advertisement. Audience can mention or call out the memory of the brand image and they can recall some of the brand product. This is the most different between the commercial advertisement and product placement. Audiences feel that commercial hard sell the product or the brand is having promotion mentality. According to d’Astous and Chartier (2000), “the obviousness of into the scene than when it is not” (p. 37). This is one reason why product placements tend to be viewed more favorably than television commercials. When it comes to television commercials, viewers are consciously aware that they are constantly being sold a product. Thus, television commercials have