Brand placement in movies can positively or negatively impact consumer response to the brand. This study investigated how the fit between a brand and the movie it is placed in (brand-event fit) as well as whether the movie is a national (Indian) or international (American) production impacts brand evaluation. The results showed that brands placed in Indian movies and brands with a higher fit to the movie context had more positive consumer brand evaluations and purchase intentions.

1. CONSUMER RESPONSE TO BRAND
PLACEMENT IN
MOVIE:INVESTIGATING THE
BRANG-EVENT FIT
RESEARCH PAPER ANALYSIS

2. PRESENTED BY:-
SHABAHAT KHANAM
SURAJ KUMAR MEHER
SUJIT KUMAR MALLIK
AMRITA BANSWAR
DIBYADARSHI HARAPRASAD JENA
JHARANA KISHAN

3. INTRODUCTION
 Generally the perfect media site for placement of brand as it is
a part of marketing strategy.
 The Indian audience has a exposure to both national and
international entertainment industry.
 Brand placed in a national event will create more positive
brand evaluation.
 The concept of product placement has become more popular
as a communication techniques as it is more used by the
advertiser.
 The main reason of using brand in the brand placement, the
marketers gain more advantages as compared to traditional
commercial advertising format.

4. CONT…
 In movie, the role of brand placement has increased in recent
times. Initially, brand were shown in movies by 3 ways:-
a) The product itself was shown
b) A logo of the brand was displayed
c) The brand was displayed at backside
 The brand placement provides an opportunity where the
audience can get a exposure to know about different products
and brand during the movie.
 As everything has two side i.e. positive and negative. So the
disadvantages of brand placement is that exposure does not
actually guarantee that the placement will be noticed.

5. LITERATURE RIVIEW
 According to Russel (2004) the term advertisement coined to
reflect the connection between advertisement and entertainment &
refers to promotional practices that integrate brand communication
within the content of entertainment product.
 Karrah in 1998 argued that although product placement is used
description commonly, brand placement will more correct. He
argued that the brand is placed not that product.
 Despite the widespread use of brand placement to reach audience,
it is difficult to ascertain its effectiveness because much of related
data is proprietary. ( Yang&Roskos-Ewoldsen)
 Consequently , too little is known about the effect of brand
placement given the dynamic nature of the practice( Aksoy &
Malkoc, 2004).

6. CONT…
 This part of this study focuses on two most important terms
which are branding and placement. Many researcher have used
the difference between brand and product placement. Both are
interchangeably used in this whole study.
 While all these past studies on these brand placement have been
informative , research in the area of product placement is still
not wide speared in the Indian context and is concentrated on
studying the impact on a wide , general audience.
 India which has a huge number of young consumer who are
poised to begin their consumption journey , offers a big future
growth market for branded product making it even more
important to discover , clarify and check the effectiveness of
brand placement.

7. HYPOTHESIS
 Here we will discuss on the two contexts:-
1. Receiver
2. Medium
 Receiver context:- the person is exposed to an adv
 Medium context:- the environment of the ad provided by
the vehicles carrying it
 HP in medium context:- brands placed in a national event
were create positive brand evaluations than international
event

8. RESEARCH METHODOLOGY
CURRENT STUDY:-
 visual brand placement
 Four different movies were selected
 Experimental design
 Pilot study(selection of movies; fit / misfit test; brand
perception, familiarity, stature)
MAIN STUDY:-
 Design(2*2)
 Participants(120 students-78 females & 42 males)
 Stimulus
 Manipulation check

9. RESEARCH DESIGN
 Variable operationalization
 Brand-event fit/misfit
 Attitude towards the placed brand
 Purchase intention

10. RESULTSAND FINDINGS
 H1:- THE H1 RESULTS SUGGESTS THAT ENTERTAINMENT
EVENT IS SIGNIFICANTLY PREDICTIVE OF AN INCREASE
IN THE EVALUATION OF BRANDS PLACED IN MOVIES
SUCH THAT WHEN A BRAND APPEARS IN AN INDIAN
MOVIE, THE BRAND EVALUATION MEASURED IN TERMS
OF ATTITUDE TOWARDS BRAND AND PURCHASE
INTENTION IS MORE AS COMPARED TO WHEN A BRAND
APPEARS IN AMERICAN MOVIES.
 H2:-MANOVA RESULTS THAT WHEN A BRAND THAT FITS
WELL WITH THE MOVIE APPEARS, THE BRAND
EVALUATIONS MEASURED IN TERMS OF ATTITUDE
TOWARDS BRAND AND PURCHASE INTENTION IS MORE
FAVOURABLE AS COMPARED TO WHEN A BRAND
DOESN’T FIT WELL WITH THE MOVIE.

11. CONT…
 H3:-
a) THE SPECIFIC MEAN COMPARISON THE EFFECT OF
BRAND EVENT FIT ON BRAND EVALUATION WILL
BE LARGER WHEN THE BRAND APPEARS IN A
NATIONAL LEVEL.
b) MANOVA TEST SUGGESTS THAT IN A LOW BRAND-
EVENT FIT CONDITION, BRAND EVALUATION WILL
BE MORE POSITIVE IN CASE OF AN INDIAN MOVIE
THAN WHEN A LOW FIT CONDITION IN AN
AMERICAN MOVIE.
c) THERE IS NO SIGNIFICANT DIFFERENCE IN
ATTITUDE TOWARDS BRAND AND PURCHASE
INTENTION IN THE HIGH BRAND-EVENT FIT
CONDITION FOR BOTH HOLLYWOOD AND
BOLLYWOOD MOVIES.

12. DISCUSSION AND IMPLICATION
 This study says that the idea of fit, match between the
brand and the event can be used as a key criterion when
explaining brand evaluations.
 This study shows that relationship between brand
placement and the outcome variables is linked with
another construct, perceived fit between the brand and
event.
 The purpose of the study is to examine the brands and
movies in which they were placed.
 Study reveal that Hindi movies create more positive
impact as compared to Hollywood.
 The direct implication is that sponsors need to be very
selective in identifying movies in which to place their
brands.