Brand Placement In Movies Essay

759 words - 4 pages

In recent years a lot of research is done on Brand/Product placement in Bollywood films by marketers and advertisers so as to understand the concept and strategies of brand placement in movies. Although not many academic researches can be seen in the field of product placement in Bollywood, the practical usage of the practice of Brand Placement has grown significantly. Lehu in his work defines, “The expression ‘Product Placement' or, ‘Brand Placement' essentially describes the location, or more accurately, the integration of a product or a brand into a film or televised series.” Lehu (2007, pp.1) it can be understood from the work of other scholars like Kalish (1988), Gupta and (Gould 1997) ...view middle of the document...

Leveraging on the entertainment value, emotional quotient of the film and its psychological impact on viewers has led the advertisers to utilize this medium. The phenomenon is gaining momentum due to its clutter free feature and advantages of celebrity endorsement for the product or brand in a movie. A few firms get product placement at no cost by supplying their product to the movie company (Nike does not pay to be in movies but often supplies shoes, jackets, bags, etc). Advertising is often not believed because consumers know that the producer or manufacturer of a product or service paid for the advertisement. There is however, a perception with the general public that products in films or broadcast programmes are “for real”. Branded product placements of well-known names contribute to this perception. The placed fashion brands and products represent a time frame in the sequence of events as it enfolds or develops on the screen or in their television programmes. As such it is assumed that these placed products are perceived as credible and true to real life experiences. Movie audiences can be viewed as ready-made target groups, especially if a movie clearly represents a certain genre (e.g. science-fiction, action, comedy, drama etc.), thus providing an opportunity to include some indirect commercial messages into the movie for the audience to be influenced by....

Other Papers Like Brand Placement in Movies

Pick Me: Negotiation for Product Placement

1106 words - 5 pages future in television may be dedicated to full shows or to the sponsoring brand, it is not known as of now. Whether movies will be flooded with brand names or magazine and newspaper companies fire all their writers to give way to ad placement is the nearing question. Reference: Brooks, J. (2005). Political Media Buyers Deserve a Place at the Table. Campaigns & Elections, 26(4), 42-43. Retrieved from Academic Search Premier

New Trend of Digital Advertising in Auto Industry

3426 words - 14 pages planned and discreet entry of a branded product into a movie or television program”. “Product placement is a marketing tool where a product is put into a movie scene, or its brand name is heard”.[3]In general, whatever forms of audiovisual commercial communication of a product or service embedded into a teleplay, movie, TV program or radio play could be considered as product placement. In this thesis, we will only focus on product placement in movies

Marketing

5375 words - 22 pages , the branding strategies have changed throughout the time. Branding is, now-a-days, influencing the consumer buying behavior to a greater extent. As such manufacturers are now concentrating more on brand placement rather than product placement. They are developing brand loyalty in the minds of their customers in order to achieve high retention rate. Automobile companies can build up both product and corporate brand, but the recent trend is

Brand Management Outline

650 words - 3 pages Overview * Group assignment (replaces a final exam) * In two parts * A 20-30 page report due last class, Dec 1st * Double spaced (excluding exhibits and appendices) * No late papers for this assignment * Worth 30% of your grade * A 45-50 minute presentation on Dec 1st * Worth 20% of your grade * Worth 50% of your class grade (in total) What is a brand audit

This Is It

1864 words - 8 pages delivered to selves. If I want to create a good site for my brand to create distribution, I would use B.E.T, a channel where it plays movies and music videos, and has commercials. Many of today youth watches this channel, and if I can get my commercial viewed by half the world that would be interested in some brand that I might be trying to market, then this would be a good placement. The other would be M.T.V, where they play an adidas commercial

Marketing Essay

809 words - 4 pages couldn’t recall the last time we purchased a different brand. I don’t think this is really brand loyalty per se because it’s not as though I absolutely love the brands it’s more out of convenience and what’s comfortable. The characters in movies and on television that help us remember brands is also a very interesting concept to me. It seems as though within the last 10-15 years product placement has become much more prevalent in

Wk 5 Keurig Case Study

1811 words - 8 pages advertising in movies and television programs. Keurig has recently made use of product placement during a recent airing of a popular CBS morning show. On it, a group of doctors discuss issues pertinent to the shows demographic market and discussed some of the health benefits of drinking coffee. After the segment about coffee, it was announced that each member of the studio audience will receive a Keurig Platinum series coffee brewer. By

Netflix Marketing Mix

1578 words - 7 pages market. Coinciding with the design of the product is the packaging. Product packaging must be appealing to the eye of the consumer so that it entices him or her to buy the product. The second element in the marketing mix is place. Appropriate placement for a product is important. Finding a niche for the product in the marketing place to expect to find the consumer and subsequently, where the sale happens. By knowing this place, a marketer must decide

Coca Cola Communication Critique

2463 words - 10 pages advertised in cinema and this is undertaken in two ways. Firstly, there are Coca-Cola video advertisements played in cinemas for selected movies before the movie starts. Secondly, Coca-Cola is widely advertised through product placement in movies, where Coca-Cola drink features somewhere during the movie and in order to maximise the efficiency of the product placement, the drink is usually consumed by the leading role during the movie. While the

Marketing Strategy

663 words - 3 pages promotion since it seems fine. (3) Availability: Market Share / awareness =27%/78%=0.35 Roll=0.41, Solo =0.27, Tops 0.19 ROLL’s availability is higher than that of MOVE so our firm needs to enhance availability via placement and production plans. The recommended action plan for MOVE is two-fold. One is to strengthen attractiveness and the second is to increase availability in the market. ♣♣ Part II ♣♣ Segment Attractiveness Analysis For

Product Development Paper

1164 words - 5 pages young athlete is active. Heat gear compression will be used to help maintain body temperature in cold settings, and Cold gear compression will be used to help maintain body temperatures in hot settings. The brand will extend product offerings across all sports and the fabrics used will help enhance overall performance. Bright colors and patterns will be offered to the consumer that wants to stand out from the rest and be noticed for their

Related Essays

Product Placement In Movies And Mass Media

2306 words - 10 pages experiments to gauge product placement’s impact on brand awareness, attitudes and purchase intent.” (Wiles, M., & Danilova, A., 2009, p.44). Despite the popularity of product placement on television, the film or movie industry is naturally taking over. Indeed, it is even going as far as following the consumer’s attitudes or his or her purchase intentions. It is almost as though those advertisers that place products in movies feed off consumers’ attitudes

Product Placement Essay

3602 words - 15 pages to be an explorer, displaying a prominent copy of National Geographic. The 1995 film Golden Eye was the focus of a highly luxurious and successful BMW campaign. One of the earliest instances of product placement in Bollywood or Hindi movies took place in the early 1970’s. When the Rajdoot motorcycle brand was featured in the Raj Kapoor movie called Bobby. Since then till the time when the Maruti Suzuki Swift car was placed in the movie

Product Placement In Advertising Essay

1183 words - 5 pages true for most of us. When a positive character is seen with a product, it is more likely to produce brand loyalty. It is almost unheard of for a television character to drink out of a can simply labeled “Cola”. In this new wave of advertising, though, products usually come first and plots are written to accommodate the product. The pivotal moment for product placement as regarded by many is the feature of Reese’s Pieces candy in the

Product Placement Essay

1271 words - 6 pages Brief summary of what product placement advertising is, how it is used and some recent examples of effective product placement.Product placement is the process of integrating commercial products in the media. The concept is to move away from in-your-face ads, where the product is the protagonist and where mini-movies or semi-documentary bits feature real life, as a product logo hangs in the background. Ideally the best way to use product