Nino Priyono Martono's Power Point Thesis Presentation for Masters Degree of Marketing Communication in Universitas Indonesia, about Product Placement / Brand Placement / Marketing in Films / Marketing in Movies.

1. The Effect of Product Placement
Prominence and Brand Liking to
Brand Attitude in Liked Movie
Thesis Written and Presented by
Nino Priyono Martono
Masters Degree of Marketing Communication
Universitas Indonesia
(December 2010)

2.  People are avoiding Ads nowadays. (Elliot, 2008;
Keller, 2001)
 People Zipping and Zapping Ads on TV.
(Moriarty, Mitchell, and Wells, 2009)
 TiVo in America (O’Neill dan Barrett, 2004)
 Digital Video Recorder (Automatic System that skips AD
on recorded TV Shows).
 Young Consumers rarely watch TV anymore.
(CNBC Interview, Jeff Greenfield)
 Young Consumers love movies, video
games. (CNBC Interview, Jeff Greenfield)
 Marketers must find alternative ways to
increase brand exposure to reach
consumers. (Elliot, 2008; Keller, 2001).
 Demand of New Ways of Marketing
Communications from Brand Owners.
(PQ Media, 2007; Russell and Belch, 2005).
 Increased demand on the part of a Movie
Industry in search of new models. (Eliashberg,
Elberse and Leenders, 2006).
 Product placement is growing rapidly every
year in form and volume.
(Bressoud and Lehu, 2009; Donaton, 2004; Gupta dan Gould,
2007)
 Product Placement is an effective MarCom
and generally well accepted by public.
(Gould, Gupta and Grabner-Kraüter, 2000; Mckechnie and
Zhou, 2003; Nebenzahl and Secunda, 1993)

3.  To know which among Prominent or Subtle Product Placement Strategy is more
effective in increasing Brand Attitude.
 To know the effect of Product Placement Prominence on…
 HIGH Liking Brands and
 LOW Liking Brands.

4.  What is Product Placement ?
 The use of a brand name product in a TV Show, Movie, or Event.
(Moriarty, Mitchell, and Wells, 2009)
 First Product Placement
 In 1896, Sunlight Soap on a Small Chariot in Lumiere Film.
(Solomon, 2009; Gregorio and Sung, 2010)
 What is Prominent PPL ?
 Prominence is “the capacity of the brand to attract the spectator’s attention”. (Fontaine, 2001).
 The size and duration of the placement on the screen.
(d’Astous and Chartier, 2000; Fontaine, 2002a; Gupta and Lord, 1998),
 The number of times the brand appears in a scene.
(Bressoud, Lehu and Russell, 2008),
 Location on the screen.
(Gupta and Lord, 1998; Lehu, 2005a).
 This concerns its audiovisual nature.
(Gupta and Lord, 1998; Law and Brawn, 2000; Russell, 1998).
 Audiovisual placement is prominent, seen and mentioned in a single exposure.
(Lehu and Bressoud, 2009).
 Example of Product Placement in Movies
 E.T. (1982), Hersey’s Reese’s Pieces Candy, Sales Up 66%, $1 million Fee for The Movie Producers.
(Kerry Segrave, 2004).
 Die Another Day (2002), Aston Martin Vanquish, $70 million Fee for The Movie Producers.
(Belch and Belch, 2003).

5.  15 students
 Students of FISIP (Faculty of Social and Political Science) Universitas Indonesia
 Students of FE (Faculty of Economics) Universitas Indonesia
 Brand Attitude (Like/Dislike)
 1-6 Semantic Differential Scale
 1=dislike
 6=like
 Prof. Agung (1992) “untuk memilih suatu titik atau tempat tertentu diantara dua kutub berlawanan, banyaknya
alternatif pilihan dapat terbatas sampai dengan tak berhingga.” ~translation = “to choose a single point or a certain
point between two opposite sides, the alternative choices could reach from limited to unlimited.”
 Movie Selection
 Transformers
 Iron Man 1
 The Dark Knight
 Iron Man2
 Superman Returns
 The Incredible Hulk
 Elektra
 Daredevil
 Watchmen
 Brand Selection
 Product Placement / Brand Placement in The Movies.
 List of Product Placement from (www.brandchannel.com).

6. Movie
Movie
Like
Rank
Year
Production
Budget
Worldwide
Gross Revenue
United States
DVD Sales
Transformers 1 2007 $150 million $709 million $290 million
Iron Man 1 2 2008 $140 million $585 million $171 million
The Dark Knight 3 2008 $185 million $1 billion $236 million
Iron Man 2 4 2010 $200 million $623 million $121 million
Superman Returns 5 2006 $270 million $391 million $81 million
The Incredible Hulk 6 2008 $150 million $263 million $58 million
Elektra 7 2005 $43 million $56 million $???
Daredevil 8 2003 $78 million $179 million $???
Watchmen 9 2009 $130 million $185 million $52 million

7. Average Movie Rank
5.14 Transformers 1
4.78 Iron Man 1 2
4.78 The Dark Knight 3
4.71 Iron Man 2 4
4.28 Superman Returns 5
4.21 The Incredible Hulk 6
3.42 Elektra 7
3.28 Daredevil 8
3.21 Watchmen 9

8. Average Brand Rank Product Placement Type
5.78 Apple 1 Subtle (Visual, Usage)
5.36 BMW 2 Subtle (Visual)
5.28 Volkswagen Beetle 3 Subtle (Visual, Usage)
5.14 Nokia 4 Prominent (Audio, Visual, Usage)
5 Volkswagen 5 Subtle (Visual)
4.86 Nike 6 Subtle (Visual)
4.86 Burger King 7 Subtle (Visual)
4.78 Ford Mustang 8 Subtle (Visual)
4.79 Porsche 9 Prominent (Audio)
4.64 Lexus 10 Subtle (Visual)

9. Average Brand Rank Product Placement Type
4.57 Ford 11 Prominent (Audio)
4.5 Chevrolet Camaro 12 Prominent (Audio, Visual, Usage)
4.5 Hummer 13 Prominent (Visual)
4.5 Reebok 14 Subtle (Visual)
4.43 Yahoo! 15 Prominent (Visual)
4.29 Toyota 16 Subtle (Visual)
4.29 HP 17 Prominent (Visual)
4.29 Pepsi 18 Subtle (Visual)
4.21 Xbox 19 Subtle (Visual)
4.14 Chevrolet 20 Prominent (Visual)
4.07 Panasonic 21 Prominent (Visual, Usage)
4.07 eBay 22 Prominent (Audio, Visual, Usage)
4.07 PayPal 23 Prominent (Audio, Usage)
4 Oakley 24 Subtle (Visual)
3.86 GMC (General Motors Corporations) 25 Prominent (Autobots Characters)

10.  5 students
 Students of Fakultas Ekonomi (Faculty of Economics) Universitas Indonesia
 Brand Attitude (Like/Dislike)
 1-6 Semantic Differential Scale
 1=dislike
 6=like
 Checking The Questions
 Is it to much?
 Is it easy to understand?
 Time duration needed?

11. Pilot Test
• 15 students
• 9 Films
• ±100 Brands
Pre Test
• 5 students
• 1 Film
• 9 Brands
Experiment
• 153 students
• Transformers
• 9 Brand Used
• + Filler Brands

12. Product
Placement
Movie Attitude
LIKE
Transformers
Brand Liking
HIGH
Brand Liking
LOW
Product Placement
PROMINENT Cell 1 Cell 2
Product Placement
SUBTLE Cell 3 Cell 4

13. Product
Placement
Movie Attitude
LIKE
Transformers (M=5.79)
Brand Liking
HIGH
Brand Liking
LOW
Product Placement
PROMINENT
Cell 1
Apple. (M=5.72)
Nokia. (M=5.53)
Porsche. (M=5.33)
Cell 2
Chevrolet. (M=3.91)
eBay. (M=3.53)
Pontiac. (M=2.24)
Product Placement
SUBTLE
Cell 3
Apple. (M=6.16)
BMW. (M=6.13)
Burger King. (M=5.13)
Cell 4
eBay. (M=3.94)
Cadillac. (M=3.69)
Pontiac. (M=2.75)

14.  153 students
 133 usable data.
 20 students don’t know Transformers Movie.
 Brand Attitude (Like-Dislike)
 Semantic Differential Scale (1-7)
 Manipulation Check
 Mean from EXPERIMENT
 Transformers M=5.79
 Mean from Brands
Product
Placement
Movie Attitude
LIKE
Transformers (M=5.79)
Brand Liking
HIGH
Brand Liking
LOW
Product Placement
PROMINENT
Cell 1
Apple. (M=5.72)
Nokia. (M=5.53)
Porsche. (M=5.33)
Cell 2
Chevrolet. (M=3.91)
eBay. (M=3.53)
Pontiac. (M=2.24)
Product Placement
SUBTLE
Cell 3
Apple. (M=6.16)
BMW. (M=6.13)
Burger King. (M=5.13)
Cell 4
eBay. (M=3.94)
Cadillac. (M=3.69)
Pontiac. (M=2.75)
Cell 1
Apple. (M=5.72)
Nokia. (M=5.53)
Porsche. (M=5.33)
Cell 2
Chevrolet. (M=3.91)
eBay. (M=3.53)
Pontiac. (M=2.24)
Cell 3
Apple. (M=6.16)
BMW. (M=6.13)
Burger King. (M=5.13)
Cell 4
eBay. (M=3.94)
Cadillac. (M=3.69)
Pontiac. (M=2.75)

15. Brand
Attitude
(Before)
• Filler Brands
• Product
Placement
3 Brands for
each Cell
Stimuli
Video
• Transformers
• 2-4 film clips
• Total ±10
minutes
Brand
Attitude
(After)
• Filler Brands
• Product
Placement
3 Brands for
each Cell

16. H1 Brand Attitude for PROMINENT Product Placement Brands with HIGH LIKING Brands (Cell
1), will get Higher Brand Attitude Score, than PROMINENT Product Placement Brands with
LOW LIKING Brands (Cell 2).
H2 Brand Attitude for PROMINENT Product Placement Brands with HIGH LIKING Brands (Cell
1), will get Higher Brand Attitude Score, than SUBTLE Product Placement Brands with HIGH
LIKING Brands (Cell 3).
H3 Brand Attitude for PROMINENT Product Placement Brands with LOW LIKING Brands (Cell
2), will get Higher Brand Attitude Score, than SUBTLE Product Placement Brands with LOW
LIKING Brands (Cell 4).
H4 Brand Attitude for SUBTLE Product Placement Brands with HIGH LIKING Brands (Cell 3),
will get Higher Brand Attitude Score, than SUBTLE Product Placement Brands with LOW
LIKING Brands (Cell 4).

17. Product
Placement
Movie Attitude
LIKE
Transformers
Brand Liking
HIGH
Brand Liking
LOW
Product Placement
PROMINENT
Cell 1
Apple.
Nokia.
Porsche.
Cell 2
Chevrolet.
eBay.
Pontiac Solstice.
Product Placement
SUBTLE
Cell 3
Apple.
BMW.
Burger King.
Cell 4
eBay.
Cadillac.
Pontiac Solstice.
H1H2
H4
H3

18. H5 Brand Attitude for PROMINENT Product Placement Brands with HIGH LIKING Brands (Cell
1), will get Higher Brand Attitude Score, After Watching The Stimuli Videos compared to
Before Watching The Stimuli Videos.
H6 Brand Attitude for PROMINENT Product Placement Brands with LOW LIKING Brands (Cell
2), will get Higher Brand Attitude Score, After Watching The Stimuli Videos compared to
Before Watching The Stimuli Videos.
H7 Brand Attitude for SUBTLE Product Placement Brands with HIGH LIKING Brands (Cell 3),
will get Higher Brand Attitude Score, After Watching The Stimuli Videos compared to Before
Watching The Stimuli Videos.
H8 Brand Attitude for SUBTLE Product Placement Brands with LOW LIKING Brands (Cell 4),
will get Higher Brand Attitude Score, After Watching The Stimuli Videos compared to
Before Watching The Stimuli Videos.

19. Brand
Attitude
(Before)
Stimuli
Video
Brand
Attitude
(After)
H5
UpH6
UpH7
UpH8
Up
Stimuli
Video
Brand
Attitude
(Before)
Brand
Attitude
(After)

20. 5.72
6.39
5.53
6.03
5.33
5.72
4.80
5.00
5.20
5.40
5.60
5.80
6.00
6.20
6.40
6.60
Before After
Apple
Nokia
Porsche

21. 3.91
5.18
3.53
4.47
2.24
2.65
0.00
1.00
2.00
3.00
4.00
5.00
6.00
Before After
Chevrolet
eBay
Pontiac

22. 6.13
6.39
6.16
6.19
5.13 5.16
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
Before After
Apple
BMW
Burger King

23. 3.94
4.59
3.69
4.88
2.75
3.72
0.00
1.00
2.00
3.00
4.00
5.00
6.00
Before After
eBay
Cadillac
Pontiac

24. Product
Placement
Movie Attitude
LIKE
Transformers
Brand Liking
HIGH
Brand Liking
LOW
Product Placement
PROMINENT
Cell 1
MBefore=5.52
MAfter =6.04
MUp=0.52
Cell 2
MBefore=3.22
MAfter =4.09
MUp=0.88
Product Placement
SUBTLE
Cell 3
MBefore=5.80
MAfter =5.91
MUp=0.11
Cell 4
MBefore=3.46
MAfter =4.39
MUp=0.93

25. H1 Brand Attitude for PROMINENT Product Placement Brands with HIGH LIKING
Brands (Cell 1), will get Higher Brand Attitude Score, than PROMINENT Product
Placement Brands with LOW LIKING Brands (Cell 2).
Supported
H2 Brand Attitude for PROMINENT Product Placement Brands with HIGH LIKING
Brands (Cell 1), will get Higher Brand Attitude Score, than SUBTLE Product
Placement Brands with HIGH LIKING Brands (Cell 3).
Supported
H3 Brand Attitude for PROMINENT Product Placement Brands with LOW LIKING
Brands (Cell 2), will get Higher Brand Attitude Score, than SUBTLE Product
Placement Brands with LOW LIKING Brands (Cell 4).
Not
Supported
H4 Brand Attitude for SUBTLE Product Placement Brands with HIGH LIKING Brands
(Cell 3), will get Higher Brand Attitude Score, than SUBTLE Product Placement
Brands with LOW LIKING Brands (Cell 4).
Supported

26. H5 Brand Attitude for PROMINENT Product Placement Brands with HIGH LIKING
Brands (Cell 1), will get Higher Brand Attitude Score, After Watching The Stimuli
Videos compared to Before Watching The Stimuli Videos.
Supported
H6 Brand Attitude for PROMINENT Product Placement Brands with LOW LIKING
Brands (Cell 2), will get Higher Brand Attitude Score, After Watching The Stimuli
Videos compared to Before Watching The Stimuli Videos.
Supported
H7 Brand Attitude for SUBTLE Product Placement Brands with HIGH LIKING Brands
(Cell 3), will get Higher Brand Attitude Score, After Watching The Stimuli Videos
compared to Before Watching The Stimuli Videos.
Supported
H8 Brand Attitude for SUBTLE Product Placement Brands with LOW LIKING Brands
(Cell 4), will get Higher Brand Attitude Score, After Watching The Stimuli Videos
compared to Before Watching The Stimuli Videos.
Supported

27.  The findings suggest that…
 Product Placement in Liked Movie can increase Consumers’ Brand Attitude.
 Prominent Product Placement is an Effective Strategy for High Liking Brands.
 Subtle Product Placement is an Effective Strategy for Low Liking Brands.
 Theoretical Implications
 Further Research on Product Placement (Prominent and Subtle) vs Brand Liking
(High and Low). [Further Research from Russell (2002) and Homer (2009)]
 Further Research on Product Placement Effect on Brand Attitude.
[Previous Research on Brand Recall, and Brand Recognition]
 Managerial Implications (Marketers and Brand Owners)
 Suggested to use Product Placement Strategy.
 Use Prominent Product Placement for High Liking Brands.
 Use Subtle Product Placement for Low Liking Brands.
 Use Highly Successful Potential Box Office Movies for Product Placement.

28.  Product Placement Research Effect on Brand Attitude in…
 Love Drama Movies
 Romantic Comedy Movies
 Comedy Movies
 Horror Movies
 Science Fiction Movies
 Musical Movies
 Etc.
 Product Placement Research on Brand Attitude in…
 Unsuccessful Box Office Movies.
 Low Liking Movies.

29. The End