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

36. Thank You