Brand Recall for Product Placement in Hindi Movies

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Abstract

In present era, media fragmentation and proliferation has directed advertisers’ interest in developing more effective ways to communicate with consumers. So they are moving with the new concept of promotion named product placement. In this paper, researchers try to study the impact of movie genre, product placement type, and viewer gender on audiences’ recall of brand placed in movies in order to know which one gets more attention and more attraction for buying behaviour. This study uses experimental design and comprises samples of 137 students enrolled in MBA course, who watch hindi movies. The research was conducted with three hindi movies and respondents’ were asked to recall brands placed in these movies after watching video clips. Data has been collected by the use of questionnaire. This research paper has implications for both academicians and practitioners which include the advertising agency people, the media planners, the brand managers, the movie scriptwriters and producers for developing strategies to increase the use of product placement as a tool for brand communications. Findings suggest that product placed in prominent mode has higher brand recall than product placed in subtle mode. Further it reveals that automobile products are highly recognized products among other products placed in selected hindi movies.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Chirag Patel. 2015. "Brand Recall for Product Placement in Hindi Movies". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 15 (GJMBR Volume 15 Issue E7).

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords
Classification
GJMBR-E Classification JEL Code: M39
Version of record

v1.2

Issue date
August 7, 2015

Language
English
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Brand Recall for Product Placement in Hindi Movies

Chirag Patel
Chirag Patel Gujarat Technological University