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Effectiveness of Product Placements in Movies, Songs and
Television Shows: Classification, Role of Modality and Plot
                  Connection Congruence
                                                         Presented By:
                                              Vikram Kasbekar (P1021)
                                               Kinnar Majithia (P1026)
                                                  Chintan Shah (P1051)
                                                 Ankit Tripathi (P1058)
Product Placement - Introduction
• What is it?
  Product Placement  Embedded Marketing


• Early examples

• How does it work?
  – Simply happens
  – Arranged + product as compensation
  – Arranged + financial compensation
Product Placement Strategies
• Implicit Product Placement

• Integrated Explicit Product Placement

• Non-Integrated Explicit Product Placement
Product Placement Types
•   Corporate Placement
•   Generic Placement
•   Service Placement
•   Idea Placement
•   Historic Placement
•   Negative Placement
•   Innovation Placement
Product Placement in Movies
• For marketers, the availability of a captive
  audience with greater reach than traditional
  advertisements, and the advantage of showing
  brands in their natural environment provide
  motivation for product placements

• Brand placements are frequently used in
  Hollywood films and have subtly, of late entered
  in to Indian films

• The 98:02 Pareto principle
Product Placement in Movies
• They score over traditional television advertising for two reasons
    – Goodwill gains by associating with a popular program, purchase of
      large portion of commercial time within the programme
    – Prevents communication interference from competition

• The earliest reference of a brand placement comes in the 1940
  classic Chalti Kaa naam Gadi with the brand Mobil Brake Fluid

• The movie Dilwale Dulhanyiyan Le Jayenge of the 1990s was a
  successful story of launching of Stroh beer in Indian market

• Yaadein was an example of over-pushing of brands like “Coca Cola
  and “Pass Pass” mouth freshners
Product Placement in TV Shows
• Product placement is not quite as widespread in TV
  land as it is in the movies, but it is a rapidly growing
  industry

• More commonly referred to as product integration in
  this medium

• Competes with traditional form of TV advertising called
  30-second ad spot

• However, now there is a combination of both variants
  that are used to promote products
Product Placement in TV Shows
• Some examples of Product Placement: Vodafone
  in Bigg Boss 4, Axis Bank in KBC




• Scenario in UK with regards to Product Placement

• Situation in India
Product Placement in Songs
• One of the earliest examples of product placement
  within a song can be found in Take Me Out to the Ball
  Game

• It had mention of “Cracker Jack”, U.S. brand of snack
  consisting of strong molasses flavored candy-coated
  popcorn and peanuts, well known for being packaged
  with a prize of nominal value inside

• In Bollywood, we had an instance of song from Taal
  which had product placement for Coca Cola in a
  song, “Ishq Bina”

• Ishq Bina from movie Taal
Other Product Placements
• Product Placements are not restricted to
  traditional means as mentioned above, they are
  also found in some unconventional sources such
  as Books and Video Games

• Books: “The Bulgari Connection”

• Video Games:
  – Crazy Taxi
  – Die Hard: Nakatomi Plaza
  – UbiSoft's Surf Riders
Product Placement and Positioning
• Positioning is the act of designing company’s offering and image to
  occupy a distinctive place in the mind of the target market

• Subtle product placement can be very effective in positioning a
  product

• Good Examples: Krrish, Dil Chahta Hai, Vivah

• If people find products in the settings of the movie, the product
  recall are supposed to be higher.

• Retention is enhanced if the products are fitted to the genre of the
  movie.

• Example: New Zealand
Comparison of Product Placements in
TV and Films
• TV brand integration is relatively cheaper than in-film placement of brands

• Television  emerged as one of the largest medium of mass
  communication hence offering wide reach & easy accessibility than films

• Target groups are in regular touch with television than films. Frequency of
  watching a soap > than the frequency of watching a film

• In serial brand placement also offers the benefit of flexibility

• In-serial promotion by Bollywood  Hum Tum, a Yashraj production,
  promoted in Sony TV’s ‘Jassi Jaisi Koi Nahin’. Lead star Saif Ali Khan’s
  cameo in one of the episodes
Paheli and Tanishq – An Indian
Example on Product Placement
• Movie – Paheli, Brand – Tanishq, Broad TG – Women

• Objectives:
   – To use the actors and director of the film to directly or indirectly to
     endorse the collection for the film
   – To reinforce the Tanishq design strategy of going back in time for
     jewellery designs and create an aspirational quality around such
     collections
   – To associate Tanishq with tradition, grandeur, celebration and festive
     occasions


• Paheli and Tanishq TVC

• Tanishq jewelry in the movie
Paheli and Tanishq – An Indian
Example on Product Placement
• Media Solution and Execution:
    –   Special Line of Tanishq jewellery using the look of the film
    –   Joint Promotion (sponsored TVC) of Tanishq and Paheli
    –   Point of Sales Promotions
    –   Events and Programs

• Analysis and Results
    – Dipstick survey  13% increase in purchase intent, 10% increase in
      favorability of brand

• All created pieces were sold out, some designs part of Tanishq’s
  regular repertoire

• Total avg. min revenue of Rs. 1.42 Cr. was generated (source:
  Company Officials from Tanishq)
Problem Statement


Understanding the effectiveness of Product Placement in Movies,
Songs and Television Shows and its influence in Brand Recall
and Purchase Decision
Objectives
• To find out the frequency of viewing Movies, TV Shows and
  listening to music among the audience

• To find out the awareness about product placement in
  movies, songs and TV Shows among the respondents

• To determine whether awareness has influenced the
  respondents’ purchase behavior
Methodology
• Sample Size: 15



• Sources of Information:
   – Primary Data: Structured Questionnaire
   – Secondary Data: Internet
Observations and Findings
Frequency of Watching a movie in a theatre

                   Male                                                                      Female
    Once a week       Once a fortnight                                           Once in a month      Once in a fortnight
    Once a month      Once in 2/3 months

           18%       9%
                                                                                     50%                       50%
                           37%
            36%


                                                               Total
                     Once a week         Once in a fortnight      Once a month         Once every 2/3 months



                                                        13%       7%


                                                                                 40%
                                             40%
Observations and Findings
Frequency of Listening to a Song

               Male                                           Female
       Daily    Once in 2 days                             Daily    Once in 2 days

                                                                   0%
          18%


                      82%
                                                                   100%


                                         Total
                                 Daily    Once in 2 days



                                   13%




                                                 87%
Observations and Findings
Frequency of watching TV Shows

                    Male                                                                        Female
   Never   Daily    Once a 2 days     Once a week                                           Never   Once in a week


                   18%    18%
                                                                                         50%                  50%
                                    27%
            37%



                                                             Total
                                          Never     Daily   Once every 2 days         Once a week



                                                      27%                 26%



                                                                                20%
                                                      27%
Observations and Findings
Are you aware of any brands associated with the following media? If
Yes, Name a few.(E.g. Brand X associated with Movie A or Song B or
TV Show C)
                             Chart Title


   No




   Yes



         0    2        4          6           8            10   12   14
                       TV Shows       Songs       Movies
Observations and Findings
 Are you aware of any brands placed in the following media? If
 Yes, Name a few.(E.g. Brand X placed in Movie A or Song B or
 TV Show C)
                          Chart Title


No




Yes



      0    2       4           6           8            10   12   14
                    TV Shows       Songs       Movies
Observations and Findings

Respondent Opinion on Brand Advertisement in various Media


                            Opinion
                      0%
                                            Affects my views on
                             27%            the brand
                                            Acts as an irritant
                                       0%

            73%                             Doesn't affect me

                                            Others
Observations and Findings

 Unethical to influence audience through Brand Promotion
 in Movies, TV?

                      0%
                13%        7%

                                               Strongly Agree
                                               Agree
                                               Disagree
                            80%                Strongly Disagree
Observations and Findings

 Effectiveness of Celebrity as Purchase Decision inluencer


                       Celebrity Influence


                                        40%

                                                             Yes
            60%
                                                             No
Observations and Findings

Do you think such kind of advertisements would help in
garnering more consumer attention and connect for the brand?


                 27%


                                           53%        Yes
                                                      No
           20%                                        Can't Say
Findings
•   37% male & 50% female watch movies once a fortnight while 36% male & 50%
    female watch movies once in a month
•   Nearly 90% respondents opined to listening to music daily while more than 50%
    respondents watched TV shows at least once a week
•   Awareness of product association and placement in TV shows (40%) is higher than
    in Movies (33%) and is the worst in case of Songs (15%)
•   Nearly 30% respondents’ views about the brand were affected due to the product
    placement technique of brand promotion, a number which would only increase in
    future
•   Only 2 respondents were of the view that such kind of promotion techniques were
    unethical and should be discontinued
•   Contrary to popularly held beliefs, celebrity endorsements were not an influencing
    purchase criteria of a brand for the respondents with 60% respondents vouching for
    the same,
•   More than 50% respondents believe that such kind of promotion techniques hold a
    good stand for reaching out to prospective consumers for brands
Recommendations
•   The increasing use of product placements in other media like books and computer
    games might also be studied, as can long-term memory of product placements

•   Relevance of product to the situation needs to be created: this is possible by
    incorporating the placement planning at a script level

•   The high failure rate of in India mean that managers are ill equipped to
    predetermine if audiences will convert negative attitudes about the movie / reality
    show into negative attitude towards the brand

•   As success of product placements is dependent on the success of the song, movie or
    TV show and consequently, its reach, it is not possible to evaluate placements from
    a sales-generation perspective

•   This technique should be viewed in terms of building a better brand connect with
    the audience than to achieve short term higher sales
Future Trends

• Digitization

• Convergence

• Product Linking

• Reverse Product Placements
Digitization
• Amendment in Cable Television
  Network Regulation Act

• Analogue cable TV to become
  obsolete by 2014.

• DTH services, more bandwidth
  availability.

• Access to internet and
  telephone through the same
  digital cable.
Convergence

• All in one Device
  TV
  DVR
  Internet
  Apps

• Networked Devices
 Linking of stored content
by cloud computing
Product Linking

• What is Product Linking?
 Develop videos in which users can
click on hot spots to get product
information.

• How it works?
Custom captions built inside video
Hot spots placed on objects inside
video that link directly to correlated
web pages.
Virtual to Real Life

 • What is Reverse product
   Placements?

 • Virtual World like
   Second Life and Online
   Avatars

 • Advantages:
   • Easy to test market
   • Active Engagement
   • Cost Effective
Appendix - Questionnaire
Product Placement in Movies, Songs and Television Shows and its influence in
Brand Recall and Purchase Decision
1. Gender
a) Male b) Female
2. Do you watch the following media regularly?
a) Movies      b) Songs c) TV Shows
3. What is the frequency of watching a movie in a theatre?
a) Once a week b) Once in a fortnight c) Once a month d) Others
4. What is the frequency of listening to songs?
a) Daily b) Once in 2 days c) Once a week d) Others
5. What is the frequency of watching a TV show?
a) Daily b) Once in 2 days c) Once a week d) Others
6. Are you aware of any brands associated with the following media? If Yes, Name a
few.(E.g. Brand X associated with Movie A or Song B or TV Show C)
                                      Yes                  No
                Movies
                Songs
               TV Shows
Appendix - Questionnaire
7. Are you aware of any brands placed in the following media? If Yes, Name a few.(E.g.
Brand X placed in Movie A or Song B or TV Show C)
                                        Yes                   No
                 Movies
                 Songs
                TV Shows

8. What is your opinion on such kind of brand advertisements?
a) Affects my views on the brand b) Doesn’t affect me c) Acts as an irritant d) Others
9. Do you think it is unethical for media houses to attempt to influence the audience by
including brand-name product in their shows?
a) Strongly Agree b) Agree c) Disagree d) Strongly Disagree
10. You are in the supermarket, trying to choose a brand from a selection. Does the fact that
you saw a celebrity on a Movie/Reality show using a specific brand make you choose and
purchase the “famous” brand?
a) Yes         b)No
11. Do you think such kind of advertisements would help in garnering more consumer
attention and connect for the brand?
a) Yes      b) No       c) Can’t Say
Thank You

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Product palcement in movies, tv shows, songs

  • 1. Effectiveness of Product Placements in Movies, Songs and Television Shows: Classification, Role of Modality and Plot Connection Congruence Presented By: Vikram Kasbekar (P1021) Kinnar Majithia (P1026) Chintan Shah (P1051) Ankit Tripathi (P1058)
  • 2. Product Placement - Introduction • What is it? Product Placement  Embedded Marketing • Early examples • How does it work? – Simply happens – Arranged + product as compensation – Arranged + financial compensation
  • 3. Product Placement Strategies • Implicit Product Placement • Integrated Explicit Product Placement • Non-Integrated Explicit Product Placement
  • 4. Product Placement Types • Corporate Placement • Generic Placement • Service Placement • Idea Placement • Historic Placement • Negative Placement • Innovation Placement
  • 5. Product Placement in Movies • For marketers, the availability of a captive audience with greater reach than traditional advertisements, and the advantage of showing brands in their natural environment provide motivation for product placements • Brand placements are frequently used in Hollywood films and have subtly, of late entered in to Indian films • The 98:02 Pareto principle
  • 6. Product Placement in Movies • They score over traditional television advertising for two reasons – Goodwill gains by associating with a popular program, purchase of large portion of commercial time within the programme – Prevents communication interference from competition • The earliest reference of a brand placement comes in the 1940 classic Chalti Kaa naam Gadi with the brand Mobil Brake Fluid • The movie Dilwale Dulhanyiyan Le Jayenge of the 1990s was a successful story of launching of Stroh beer in Indian market • Yaadein was an example of over-pushing of brands like “Coca Cola and “Pass Pass” mouth freshners
  • 7. Product Placement in TV Shows • Product placement is not quite as widespread in TV land as it is in the movies, but it is a rapidly growing industry • More commonly referred to as product integration in this medium • Competes with traditional form of TV advertising called 30-second ad spot • However, now there is a combination of both variants that are used to promote products
  • 8. Product Placement in TV Shows • Some examples of Product Placement: Vodafone in Bigg Boss 4, Axis Bank in KBC • Scenario in UK with regards to Product Placement • Situation in India
  • 9. Product Placement in Songs • One of the earliest examples of product placement within a song can be found in Take Me Out to the Ball Game • It had mention of “Cracker Jack”, U.S. brand of snack consisting of strong molasses flavored candy-coated popcorn and peanuts, well known for being packaged with a prize of nominal value inside • In Bollywood, we had an instance of song from Taal which had product placement for Coca Cola in a song, “Ishq Bina” • Ishq Bina from movie Taal
  • 10. Other Product Placements • Product Placements are not restricted to traditional means as mentioned above, they are also found in some unconventional sources such as Books and Video Games • Books: “The Bulgari Connection” • Video Games: – Crazy Taxi – Die Hard: Nakatomi Plaza – UbiSoft's Surf Riders
  • 11. Product Placement and Positioning • Positioning is the act of designing company’s offering and image to occupy a distinctive place in the mind of the target market • Subtle product placement can be very effective in positioning a product • Good Examples: Krrish, Dil Chahta Hai, Vivah • If people find products in the settings of the movie, the product recall are supposed to be higher. • Retention is enhanced if the products are fitted to the genre of the movie. • Example: New Zealand
  • 12. Comparison of Product Placements in TV and Films • TV brand integration is relatively cheaper than in-film placement of brands • Television  emerged as one of the largest medium of mass communication hence offering wide reach & easy accessibility than films • Target groups are in regular touch with television than films. Frequency of watching a soap > than the frequency of watching a film • In serial brand placement also offers the benefit of flexibility • In-serial promotion by Bollywood  Hum Tum, a Yashraj production, promoted in Sony TV’s ‘Jassi Jaisi Koi Nahin’. Lead star Saif Ali Khan’s cameo in one of the episodes
  • 13. Paheli and Tanishq – An Indian Example on Product Placement • Movie – Paheli, Brand – Tanishq, Broad TG – Women • Objectives: – To use the actors and director of the film to directly or indirectly to endorse the collection for the film – To reinforce the Tanishq design strategy of going back in time for jewellery designs and create an aspirational quality around such collections – To associate Tanishq with tradition, grandeur, celebration and festive occasions • Paheli and Tanishq TVC • Tanishq jewelry in the movie
  • 14. Paheli and Tanishq – An Indian Example on Product Placement • Media Solution and Execution: – Special Line of Tanishq jewellery using the look of the film – Joint Promotion (sponsored TVC) of Tanishq and Paheli – Point of Sales Promotions – Events and Programs • Analysis and Results – Dipstick survey  13% increase in purchase intent, 10% increase in favorability of brand • All created pieces were sold out, some designs part of Tanishq’s regular repertoire • Total avg. min revenue of Rs. 1.42 Cr. was generated (source: Company Officials from Tanishq)
  • 15. Problem Statement Understanding the effectiveness of Product Placement in Movies, Songs and Television Shows and its influence in Brand Recall and Purchase Decision
  • 16. Objectives • To find out the frequency of viewing Movies, TV Shows and listening to music among the audience • To find out the awareness about product placement in movies, songs and TV Shows among the respondents • To determine whether awareness has influenced the respondents’ purchase behavior
  • 17. Methodology • Sample Size: 15 • Sources of Information: – Primary Data: Structured Questionnaire – Secondary Data: Internet
  • 18. Observations and Findings Frequency of Watching a movie in a theatre Male Female Once a week Once a fortnight Once in a month Once in a fortnight Once a month Once in 2/3 months 18% 9% 50% 50% 37% 36% Total Once a week Once in a fortnight Once a month Once every 2/3 months 13% 7% 40% 40%
  • 19. Observations and Findings Frequency of Listening to a Song Male Female Daily Once in 2 days Daily Once in 2 days 0% 18% 82% 100% Total Daily Once in 2 days 13% 87%
  • 20. Observations and Findings Frequency of watching TV Shows Male Female Never Daily Once a 2 days Once a week Never Once in a week 18% 18% 50% 50% 27% 37% Total Never Daily Once every 2 days Once a week 27% 26% 20% 27%
  • 21. Observations and Findings Are you aware of any brands associated with the following media? If Yes, Name a few.(E.g. Brand X associated with Movie A or Song B or TV Show C) Chart Title No Yes 0 2 4 6 8 10 12 14 TV Shows Songs Movies
  • 22. Observations and Findings Are you aware of any brands placed in the following media? If Yes, Name a few.(E.g. Brand X placed in Movie A or Song B or TV Show C) Chart Title No Yes 0 2 4 6 8 10 12 14 TV Shows Songs Movies
  • 23. Observations and Findings Respondent Opinion on Brand Advertisement in various Media Opinion 0% Affects my views on 27% the brand Acts as an irritant 0% 73% Doesn't affect me Others
  • 24. Observations and Findings Unethical to influence audience through Brand Promotion in Movies, TV? 0% 13% 7% Strongly Agree Agree Disagree 80% Strongly Disagree
  • 25. Observations and Findings Effectiveness of Celebrity as Purchase Decision inluencer Celebrity Influence 40% Yes 60% No
  • 26. Observations and Findings Do you think such kind of advertisements would help in garnering more consumer attention and connect for the brand? 27% 53% Yes No 20% Can't Say
  • 27. Findings • 37% male & 50% female watch movies once a fortnight while 36% male & 50% female watch movies once in a month • Nearly 90% respondents opined to listening to music daily while more than 50% respondents watched TV shows at least once a week • Awareness of product association and placement in TV shows (40%) is higher than in Movies (33%) and is the worst in case of Songs (15%) • Nearly 30% respondents’ views about the brand were affected due to the product placement technique of brand promotion, a number which would only increase in future • Only 2 respondents were of the view that such kind of promotion techniques were unethical and should be discontinued • Contrary to popularly held beliefs, celebrity endorsements were not an influencing purchase criteria of a brand for the respondents with 60% respondents vouching for the same, • More than 50% respondents believe that such kind of promotion techniques hold a good stand for reaching out to prospective consumers for brands
  • 28. Recommendations • The increasing use of product placements in other media like books and computer games might also be studied, as can long-term memory of product placements • Relevance of product to the situation needs to be created: this is possible by incorporating the placement planning at a script level • The high failure rate of in India mean that managers are ill equipped to predetermine if audiences will convert negative attitudes about the movie / reality show into negative attitude towards the brand • As success of product placements is dependent on the success of the song, movie or TV show and consequently, its reach, it is not possible to evaluate placements from a sales-generation perspective • This technique should be viewed in terms of building a better brand connect with the audience than to achieve short term higher sales
  • 29. Future Trends • Digitization • Convergence • Product Linking • Reverse Product Placements
  • 30. Digitization • Amendment in Cable Television Network Regulation Act • Analogue cable TV to become obsolete by 2014. • DTH services, more bandwidth availability. • Access to internet and telephone through the same digital cable.
  • 31. Convergence • All in one Device TV DVR Internet Apps • Networked Devices Linking of stored content by cloud computing
  • 32. Product Linking • What is Product Linking? Develop videos in which users can click on hot spots to get product information. • How it works? Custom captions built inside video Hot spots placed on objects inside video that link directly to correlated web pages.
  • 33. Virtual to Real Life • What is Reverse product Placements? • Virtual World like Second Life and Online Avatars • Advantages: • Easy to test market • Active Engagement • Cost Effective
  • 34. Appendix - Questionnaire Product Placement in Movies, Songs and Television Shows and its influence in Brand Recall and Purchase Decision 1. Gender a) Male b) Female 2. Do you watch the following media regularly? a) Movies b) Songs c) TV Shows 3. What is the frequency of watching a movie in a theatre? a) Once a week b) Once in a fortnight c) Once a month d) Others 4. What is the frequency of listening to songs? a) Daily b) Once in 2 days c) Once a week d) Others 5. What is the frequency of watching a TV show? a) Daily b) Once in 2 days c) Once a week d) Others 6. Are you aware of any brands associated with the following media? If Yes, Name a few.(E.g. Brand X associated with Movie A or Song B or TV Show C) Yes No Movies Songs TV Shows
  • 35. Appendix - Questionnaire 7. Are you aware of any brands placed in the following media? If Yes, Name a few.(E.g. Brand X placed in Movie A or Song B or TV Show C) Yes No Movies Songs TV Shows 8. What is your opinion on such kind of brand advertisements? a) Affects my views on the brand b) Doesn’t affect me c) Acts as an irritant d) Others 9. Do you think it is unethical for media houses to attempt to influence the audience by including brand-name product in their shows? a) Strongly Agree b) Agree c) Disagree d) Strongly Disagree 10. You are in the supermarket, trying to choose a brand from a selection. Does the fact that you saw a celebrity on a Movie/Reality show using a specific brand make you choose and purchase the “famous” brand? a) Yes b)No 11. Do you think such kind of advertisements would help in garnering more consumer attention and connect for the brand? a) Yes b) No c) Can’t Say

Editor's Notes

  1. Subtle product placement can be very effective in positioning a product. A careful selection of a movie or a TV serial to place a product will help in reaching the target audience more effectivelyRetention is enhanced if the products are fitted to the genre of the movie. i.e. Positive Relationship between Product placement recalled and product category
  2. In serial brand placement also offers the benefit of flexibility.This means, if a certain brand placement is not doing well, then the marketer has the liberty to change the strategy. This option however is not available in case of product placement in cinema