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Present

ed by:-

Impact of product

placement inmovies

A researchproject on:-




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STAGE -1Identification of Researchproblem



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A product placement is the inclusion of

product, package, signage, a brand namor the name of the firm in a movie or intelevision programme for increasinmemo ability of the brand and instarecognition at the point of purchase.

Placements can be in form of verbmentions in dialogue, actual use b

character, visual displays such acorporate logo on a vehicle or billboar

PRODUCT PLACEMENT- ANINTRODUCTION



NATURE OF PRODUCTPLACEMENT

An implicitProductplacement is onewhere the brand,the firm or theproduct is present

within theprogram withoutbeing formally

Implicit Product

placement




A Productplacement isexplicit wheneverthe brand or thefirm is formallymentioned within

the program; itplays an activerole. In this type

Integrated Explicit

product placement




It is one wherethe brand or thefirm is formally

expressed but isnot integratedwithin thecontents of theprogram. Thesponsor name

Non-Integrated Explicit

product placement




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STAGE -2Review of available literature



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Previous research also suggests the effects of prod

placements on consumers can influence brand recognitrecall and attitudes (Babin and Carder 1996; BrennDubas and babin 1999, Karrh, Frith and Callison 20Gibson and Maurer 2000; Gould, Gupta and Grabner-Krau2000, Gupta and Lord 1998).

Venkatesh (2009) in his study “Endorsement by celebritA brand revolution in marketing and advertising products” study that with growing number of people havgreater purchasing power and a variety of products comout of the factories. In such a millien, it is not surprising tcelebrity endorsements of products and brands have almbecome routine.

Neijens, Smith(2007)in their study” Effects of televis”

RESEARCH WORK DONE ON PRODUCTPLACEMENT




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STAGE -3Formulation of the Objectivesand Hypothesis



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H1-More the preference towards real

brands over imaginary brand leads tomore desire to purchase the product.

H2-The desire to have the product

through celebrity endorsement in moviewith attention and interest is same acrosall the age groups.

H3-the brand recall due to product

placement in movies is more in case of female than male.

HYPOTHESIS



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To find whether consumers can reca

various brands being endorsed by filmstars in movies.

To analyze whether celebrities in

movies cast any influence onconsumers decision making/ buyingbehaviour.

Then relevance of demographic factowith brand recall in movies.

Whether consumer ositivel erceive

OBJECTIVES




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STAGE -4Design research



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The study is exploratory in nature and makeseffort to understand the consumer responses to brplacements in films with respect to male and fem

population. It aims to understand the impactGender on the difference in opinions.

SampleDesign The respondents of pune are includeduniverse/population. All the respondents were towards the films and had their own views to easpect related to films.

Sample SizeIt is the total number of respondents targeted for

collecting information or data for the research. Samsize of 270 respondents was taken for the researcSample unit The respondents including male and female and agroup (15-21{teen age},22-35{young adult},36-

60{old adult}).

Sampling

TechniqueConvenience sampling techniques was used to srespondents though at the sampling. The elemen

The Study




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STAGE -5Collection of Data



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DataCollectionTechniquePrimary data has been collected through

designed, structured questionnaire, constituting ostatements on non-disguised 5 point Likert Scale.

Data

Ø Primary data

This data is collected through questionnaire.Questionnaire-It is a set of question given sample of people.

ØSecondary data

Certain books related to Brand placement anadvertisement.Articles and research papers from net and




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STAGE -6Analysis of Data



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Analysis of data has been done by waytabulation of data on Microsoft exsheet. Table and charts have beprepared to arrive at conclusion by way

analyzing graphical representation.Researchers has used SPSS 16.0 versfor data analysis.

All the information and data collectthrough questionnaires were fi

TOOLS & TECHNIQUE USED



Reliability Statistics

Cronbach'sAlpha N of Items

0.823 20

To check the consistency of

questionnaire to be administered the research, researchers has applCronbach’s alpha(reliability test)

Researchers has observed that questionnaire is consistent cronbach’s alpha is 0.823.

RELIABILITY



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Spearman’scorrelation to H1”

Statisticallysignificant

Hypothesis isaccepted andgeneralised towhole populat

H1-More the preference towards real brandover imaginary brand leads to more desire

purchase the product.H0- More the preference towards real brandover imaginary brand leads to reduction in

desire to purchase the product.Correlations



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Used ANOVA to test H2

There is a difference which is Statistically not significant

Hypothesis is accepted

H2-The desire to have the product througcelebrity endorsement in movies with attentand interest is same across the all age group

H0-The desire to have the product throughcelebrity endorsement in movies with attent

and interest is different across the all agegroups.

H3 th b d ll d t d t l



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Used T-test testing

Which statistically

significant.

Hence we can that females more aware abproduct placedmovies.

Hypothesis

H3-the brand recall due to product placemein movies is more in case of females than

males.H0- the brand recall due to product placeme

in movies is same in all genders

Descriptive Statistics




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Descriptive Statistics

N Min Max Mean Rank* Std. Devi

celebrities in movies attract attention 270 1 5 3.59 1.04

celebrities in movies arose interest 270 1 5 3.49 .982

celebrities in movies Build Desire 270 1 5 3.32 .984

Notice product placed 270 1 5 3.24 1.07

disrupt the flow of movie and irritates me 270 1 5 2.44 1.21

prefer real brands over imaginary brand 270 1 5 3.50 1.15

I am Able to recall brands: 270 1 5 3.43 1.09

I always have any curiosity in products: 270 1 5 3.26 1.05

I always use to Discuss it with others 270 1 5 2.86 1.16

Generally appreciate the product placement 270 1 5 3.14 1.07

I think product placement should be used within

films: 270 1 5 3.31 1.05

used if its suits the context or story 270 1 5 3.27 1.16

I am aware of product before seeing the movie:270 1 5 3.32 1.14

I am interested in product after seeing it in

movie:270 1 5 3.12 1.12

I need/desire to purchase the product? 270 1 5 3.15 1.12

I think the Movies are trying to promote theBrands?

270 1 5 3.63 1.15

*According to center limit theorem



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Gender

There are 51% of male and 49% of female.



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Age Group

There are 70% of the people of age between 22-35.then followed 26% of 15-21.And there

a e no res ondents of a e above 50 ears.

How Can The Celebrity Influenced Your Purcha



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How Can The Celebrity Influenced Your PurchaDecision?

Just because of good image of celebrities when people watcthem using there product brands they are highly influenced

The celebrities in movies Build Desire To Have



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The celebrities in movies Build Desire To HaveProduct.

Just because of good image of celebrities when people watcthem using there product brands they are highly influenced

Product placement disrupt s flow o



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Product placement disrupt s flow omovie & irritates :

More than 60% of People don't get disturbed while watchinmovies when product placement happens.



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I always use to Discuss it with others

More than 60% of people discuss products withothers.



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I am Able to recall brands:

40% of people are highly agreed that they canrecalls the brands.



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I need/desire to purchase the produc

People develops some desire to purchase theproduct.




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STAGE -7Presentation of Research Report

Findings



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Most of respondents feels product placement rhinders the flow of the Movie.

The brand recall due to product placement in mois more in case of females than males.

The desire to have the product through celeendorsement in movies is same across all the age

Generally people prefer real brand over imagbrands.

Celebrities in movies build a desire in the product

It is inferred that females always discuss prodafter watching movies

Findings

SUGGESTIONS



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Further in-depth studies can be conducted into the natuconsumers’ recognition of product placements

The company should focus and place their product in feoriented movies

The company should understand that people pay attetowards real brands .so it is suggested that alladvertising movie partners should focus on real brand ra

than imaginary brands.

It can be analyzed in future whether the cost associatedproduct placements should be determined prior toimplementation thereof to establish the feasibility with reto the cost per viewer and the reach of the target market

Research in future should examine audience attitudes towor interest, in brands and branded goods to gain a

SUGGESTIONS



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The major limitation of product placed in moviethat the product which should not be advertise

sometimes placed in movies for example cigareand liquors and other un ethical products.

Huge market risk due to higher cost of placemin movies.

Another limitation is that it cannot predict thesuccess of placement because there is risk thatpeople may overlook it.

The cost of product placement are higher in bigbudget movies.

LIMITATIONS

BIBLIOGRAPHY



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Levitt. Theodre, “Marketing success through differentiation anything” Harvard Business Review, Jan-Feb80, Vol 58, Issue1

Belch .E. George & Belch A. Michael, “Advertising & Promotion”,5

Panda. K. Tapan, “Effectiveness of Product Placement in IndiFilms and Its Effects on Brand Memory and Attitude with specreference to Hindi Fims”.

Http://www.r.lib.sfu.ca/retrieve/4157/etd2572.pdf

Http://www.science.uniserve.edu.au/pubs/callab/vol6/vol6.pdf

Kim Sheen (2003). Controversies in Contemporary Advertising―

Canada: Sage Publications Inc.

Lawrence A Wenner (2004). "On the Ethics of Product Placement

Media Entertainment". Journal of Promotion Management, Vol. (½), 101-133

BIBLIOGRAPHY



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Thank you!!!

Questions ?

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