Description
Presentation highlighting deals with product placement in movies, a trend which has started relatively recently in movies to enhance brand recall for a product/service. The research will delve into the types of product placement in movies and find out which one is more effective. The research will also look for any possible dependency between the age or gender of a viewer and brand recall resulting from product placement.
Product Placement in Movies
A Business Research
By: Jasneet Singh Wahan (09FT-066) Sameer Mahajan (09FT-078) Rahul Pangasa (09FT-113) Ravit Madan (09FT-117)
What is product placement?
? Inclusion of a product, package, signage, a
brand name or the name of the firm in a movie or in a television programme for increasing recall of the brand and instant recognition at the point of purchase ? Placements can be in form of verbal mentions in dialogue, actual use by character, visual displays such as corporate logo on a vehicle or billboard, brands used as set decorations, or even snatches of actual radio or television commercials
Product Placement Types
? Implicit visual mode:
Brand is shown without verbal reference to brand name / benefits / usage by actor/actress
? Implicit audio mode:
Brand is shown without visual reference to brand name but brand name or benefits or usage by actor/actress is verbally communicated
Product Placement Types
? Explicit mode:
Brand is used in scene with high plot connection due to character usage but without audio support
? Integrated explicit mode:
Benefits and attributes of brand/product are mentioned by actor/actress with both audio and visual presentation and plot connection
Thought Process Behind Product Placement
? Place the brand in a situation where the
audience is captive and more prone to show high level of retention. ? Make the brand look obvious at the point of emergence. ? The vehicle in which the brand is placed should have the required viewership.
Thought Process Behind Product Placement (contd.)
? While watching TV, the viewer can do
multifarious work at home setting, which may affect the attention degree span of the audience ? In a cinema/multiplex, viewer is more receptive to brand communication provided to him in the movie hall while watching the movie of his choice
Factors Important for Product Placement
? Brand Awareness
? Brand Image ? Brand Attitudes
? Favourability of Brand Association
? Strength of Brand Association ? Congruence of a Brand
? Brand Leverage
Successes and Failures
? Successes: Product placed in a subtle &
effective manner in a movie Example: Coke in Rang De Basanti ? Failures: Not in every scene of a movie or in a movie as a whole, a product is placed effectively Example: Koi Mil Gaya, where Hritik Roshan becomes a promoter for Bournvita, when he is asked his drink preference
Research Gaps
Points of improvement in the researches studied: ? Most of them consider product placement as a whole and do not delve into the types of product placements. ? Even if the types of product placements are defined, they are vague in nature and how they are defined is largely subjective. ? Most of them do not try to find out the degree of association between the demography of the viewers and brand recall.
Research Purpose & Objectives
? Research Purpose ? To determine the effect of product placement in
movies on brand recall and attitude towards those brands. ? Research objectives: ? To identify which of the following product placement has the best brand recall:
? Implicit visual
? Implicit audio
? Explicit ? Integrated explicit
? Relationship between brand recall & how
recently the movie was seen ? Relationship between brand recall & perceived movie rating ? Relationship between brand recall & medium for watching movie ? Relationship between brand recall & age group ? Relationship between brand recall & gender
Research Design
? Descriptive & Causal
? Questionnaire administered in form of Hard &
Soft Copies. ? Online survey: www.surveygizmo.com ? Offline survey: Intercept surveys in malls/multiplexes in NCR region.
Sample Design
? A survey of approximately 300 individuals of ? ? ? ?
Indian origin. Age-group of Target Population: 12 to 65 years. Sample selection using simple random sampling. A great degree of non-response error: only 130 respondents participated in the survey. Response bias due to deliberate falsification were not included for analyses in our research.
Data Gathering
? Online Questionnaire designed and hosted
?
?
? ?
?
by: Jasneet, Rahul, Ravit Field Work for offline questionnaire: Sameer: Gurgaon Ravit: Ghaziabad Rahul: Noida Jasneet: Delhi
Data Processing and Analysis
? Standard Coding procedures adopted :
Numeric Coding for following variables: Type of Product Placement, Gender, Age Group, How recently a movie was seen, Intent to Buy the placed product, media, perceived movie rating
Brand Identification
Responses for brand identification Responses for no brand identification
31%
69%
Brand Recall Distribution
Explicit Implicit Audio 2% 7% 12% Implicit Video Integrated Explicit
79%
Chi square test: How recently a movie was seen & Extent of Brand Recall associated with the Type of Product Placement
Time Explicit Implicit Audio Implicit Video Integrated Explicit Grand Total
11
During the previous week
0
0
1
12
3
More than week and less than a month Older Today Yesterday
0
1
4
8
6 49 2 71
0 11 0 11
0 0 1 2
1 0 0 6
7 60 3 90
Grand Total
There is a significant relationship between how recently a movie is seen and the extent of brand recall associated with the type of product placement in that movie. Most recent movies are associated with best brand recall
Chi Square Test: Perceived Movie Rating & Extent of Brand Recall associated with the Type of Product Placement
Movie Rating Explicit Implicit Audio Implicit Video Integrated Explicit 0 0 0 3 1 2 6 Grand Total
10
Pathetic
1 0 0 4 5 1 11
0 0 0 2 0 0 2
11 0 3 35 24 17 90
0
Very Bad
3
Bad
26
Good
18
Very Good
14
Excellent
Grand Total
71
•There is no significant relationship between the rating of a movie and the extent of brand recall associated with the type of product placement in that movie. •However, if we combine the categories good, very good and excellent then they have a better recall as compared to the category combining bad, very bad and pathetic movies.
Chi Square Test: Movie Media & Extent of Brand Recall associated with the Type of Product Placement
Movie media Explicit Implicit Audio Implicit Video Integrated Explicit Grand Total
61
11
2
1
75
Multiplex/Cinema Hall
7
TV
0 0 0
0 0 0
6 1 0
13 5 0
4
Laptop
0
Projector Screen
There is a significant relationship between the medium of watching movie and the extent of brand recall associated with the type of product placement in that movie. Movies viewed in a multiplex or a Cinema hall have the highest brand recall
Chi Square Test: Age Group & Extent of Brand Recall associated with the Type of Product Placement
Age Group Explicit Implicit Audio Implicit Video Integrated Explicit Grand Total 7
12-21
3 6 1 1 0 11
0 2 0 0 0 2
0 1 2 2 1 6
10 62 11 3 4 90
53
22-31
8
32-41
0
42-51
3
52-65
Grand Total
71
There is a significant relationship between the age-group of movie viewer and the extent of brand recall associated with the type of product placement in that movie. The age group of 22-31 has the highest brand recall.
Chi Square Test: Gender & Extent of Brand Recall associated with the Type of Product Placement
Gender Explicit Implicit Audio Implicit Video Integrated Explicit Grand Total
32
Female
5 6 11
0 2 2
3 3 6
40 50 90
39
Male
Grand Total
71
There is no significant relationship between the gender of movie viewer and the extent of brand recall associated with the type of product placements in that movie.
Chi Square Test: Inclination to buy/use & Extent of Brand Recall associated with the Type of Product Placement
Inclination to buy/use Explicit Implicit Audio Implicit Video Integrated Explicit Grand Total
61
Yes
11 0
2 0
1 7
75 15
8
No
There is a significant relationship between brand recall associated with the type of product placement in a movie and the intention of the movie viewer to buy or use that product. Viewers generally prefer to buy or use a product which is placed in a movie.
Future Work
? How the brand gets associated with a particular movie
?
? ?
?
and at what stage the involvement begins? What are the channels through which brands negotiate their placement in movies? The importance and role of media agencies in product placement How much revenue does product placement generate at various stages of the value chain and how is it measured? Study of cross cultural parameters with respect to product placement in movies.
THANK YOU!!
doc_139622438.pptx
Presentation highlighting deals with product placement in movies, a trend which has started relatively recently in movies to enhance brand recall for a product/service. The research will delve into the types of product placement in movies and find out which one is more effective. The research will also look for any possible dependency between the age or gender of a viewer and brand recall resulting from product placement.
Product Placement in Movies
A Business Research
By: Jasneet Singh Wahan (09FT-066) Sameer Mahajan (09FT-078) Rahul Pangasa (09FT-113) Ravit Madan (09FT-117)
What is product placement?
? Inclusion of a product, package, signage, a
brand name or the name of the firm in a movie or in a television programme for increasing recall of the brand and instant recognition at the point of purchase ? Placements can be in form of verbal mentions in dialogue, actual use by character, visual displays such as corporate logo on a vehicle or billboard, brands used as set decorations, or even snatches of actual radio or television commercials
Product Placement Types
? Implicit visual mode:
Brand is shown without verbal reference to brand name / benefits / usage by actor/actress
? Implicit audio mode:
Brand is shown without visual reference to brand name but brand name or benefits or usage by actor/actress is verbally communicated
Product Placement Types
? Explicit mode:
Brand is used in scene with high plot connection due to character usage but without audio support
? Integrated explicit mode:
Benefits and attributes of brand/product are mentioned by actor/actress with both audio and visual presentation and plot connection
Thought Process Behind Product Placement
? Place the brand in a situation where the
audience is captive and more prone to show high level of retention. ? Make the brand look obvious at the point of emergence. ? The vehicle in which the brand is placed should have the required viewership.
Thought Process Behind Product Placement (contd.)
? While watching TV, the viewer can do
multifarious work at home setting, which may affect the attention degree span of the audience ? In a cinema/multiplex, viewer is more receptive to brand communication provided to him in the movie hall while watching the movie of his choice
Factors Important for Product Placement
? Brand Awareness
? Brand Image ? Brand Attitudes
? Favourability of Brand Association
? Strength of Brand Association ? Congruence of a Brand
? Brand Leverage
Successes and Failures
? Successes: Product placed in a subtle &
effective manner in a movie Example: Coke in Rang De Basanti ? Failures: Not in every scene of a movie or in a movie as a whole, a product is placed effectively Example: Koi Mil Gaya, where Hritik Roshan becomes a promoter for Bournvita, when he is asked his drink preference
Research Gaps
Points of improvement in the researches studied: ? Most of them consider product placement as a whole and do not delve into the types of product placements. ? Even if the types of product placements are defined, they are vague in nature and how they are defined is largely subjective. ? Most of them do not try to find out the degree of association between the demography of the viewers and brand recall.
Research Purpose & Objectives
? Research Purpose ? To determine the effect of product placement in
movies on brand recall and attitude towards those brands. ? Research objectives: ? To identify which of the following product placement has the best brand recall:
? Implicit visual
? Implicit audio
? Explicit ? Integrated explicit
? Relationship between brand recall & how
recently the movie was seen ? Relationship between brand recall & perceived movie rating ? Relationship between brand recall & medium for watching movie ? Relationship between brand recall & age group ? Relationship between brand recall & gender
Research Design
? Descriptive & Causal
? Questionnaire administered in form of Hard &
Soft Copies. ? Online survey: www.surveygizmo.com ? Offline survey: Intercept surveys in malls/multiplexes in NCR region.
Sample Design
? A survey of approximately 300 individuals of ? ? ? ?
Indian origin. Age-group of Target Population: 12 to 65 years. Sample selection using simple random sampling. A great degree of non-response error: only 130 respondents participated in the survey. Response bias due to deliberate falsification were not included for analyses in our research.
Data Gathering
? Online Questionnaire designed and hosted
?
?
? ?
?
by: Jasneet, Rahul, Ravit Field Work for offline questionnaire: Sameer: Gurgaon Ravit: Ghaziabad Rahul: Noida Jasneet: Delhi
Data Processing and Analysis
? Standard Coding procedures adopted :
Numeric Coding for following variables: Type of Product Placement, Gender, Age Group, How recently a movie was seen, Intent to Buy the placed product, media, perceived movie rating
Brand Identification
Responses for brand identification Responses for no brand identification
31%
69%
Brand Recall Distribution
Explicit Implicit Audio 2% 7% 12% Implicit Video Integrated Explicit
79%
Chi square test: How recently a movie was seen & Extent of Brand Recall associated with the Type of Product Placement
Time Explicit Implicit Audio Implicit Video Integrated Explicit Grand Total
11
During the previous week
0
0
1
12
3
More than week and less than a month Older Today Yesterday
0
1
4
8
6 49 2 71
0 11 0 11
0 0 1 2
1 0 0 6
7 60 3 90
Grand Total
There is a significant relationship between how recently a movie is seen and the extent of brand recall associated with the type of product placement in that movie. Most recent movies are associated with best brand recall
Chi Square Test: Perceived Movie Rating & Extent of Brand Recall associated with the Type of Product Placement
Movie Rating Explicit Implicit Audio Implicit Video Integrated Explicit 0 0 0 3 1 2 6 Grand Total
10
Pathetic
1 0 0 4 5 1 11
0 0 0 2 0 0 2
11 0 3 35 24 17 90
0
Very Bad
3
Bad
26
Good
18
Very Good
14
Excellent
Grand Total
71
•There is no significant relationship between the rating of a movie and the extent of brand recall associated with the type of product placement in that movie. •However, if we combine the categories good, very good and excellent then they have a better recall as compared to the category combining bad, very bad and pathetic movies.
Chi Square Test: Movie Media & Extent of Brand Recall associated with the Type of Product Placement
Movie media Explicit Implicit Audio Implicit Video Integrated Explicit Grand Total
61
11
2
1
75
Multiplex/Cinema Hall
7
TV
0 0 0
0 0 0
6 1 0
13 5 0
4
Laptop
0
Projector Screen
There is a significant relationship between the medium of watching movie and the extent of brand recall associated with the type of product placement in that movie. Movies viewed in a multiplex or a Cinema hall have the highest brand recall
Chi Square Test: Age Group & Extent of Brand Recall associated with the Type of Product Placement
Age Group Explicit Implicit Audio Implicit Video Integrated Explicit Grand Total 7
12-21
3 6 1 1 0 11
0 2 0 0 0 2
0 1 2 2 1 6
10 62 11 3 4 90
53
22-31
8
32-41
0
42-51
3
52-65
Grand Total
71
There is a significant relationship between the age-group of movie viewer and the extent of brand recall associated with the type of product placement in that movie. The age group of 22-31 has the highest brand recall.
Chi Square Test: Gender & Extent of Brand Recall associated with the Type of Product Placement
Gender Explicit Implicit Audio Implicit Video Integrated Explicit Grand Total
32
Female
5 6 11
0 2 2
3 3 6
40 50 90
39
Male
Grand Total
71
There is no significant relationship between the gender of movie viewer and the extent of brand recall associated with the type of product placements in that movie.
Chi Square Test: Inclination to buy/use & Extent of Brand Recall associated with the Type of Product Placement
Inclination to buy/use Explicit Implicit Audio Implicit Video Integrated Explicit Grand Total
61
Yes
11 0
2 0
1 7
75 15
8
No
There is a significant relationship between brand recall associated with the type of product placement in a movie and the intention of the movie viewer to buy or use that product. Viewers generally prefer to buy or use a product which is placed in a movie.
Future Work
? How the brand gets associated with a particular movie
?
? ?
?
and at what stage the involvement begins? What are the channels through which brands negotiate their placement in movies? The importance and role of media agencies in product placement How much revenue does product placement generate at various stages of the value chain and how is it measured? Study of cross cultural parameters with respect to product placement in movies.
THANK YOU!!
doc_139622438.pptx