The Impact of Product Placement in Movies and TV Shows on Brand Image: A Mixed-Methods Study

Description

The Impact of Product Placement in Movies and TV Shows on Brand Image: A Mixed-Methods Study

Abstract

The product placement is an innovative advertising approach that incorporates products in between television shows and movies. Product placements in television shows and films have a great impact on the customers, which establishes brand image. The product placements are included as dialogues, visual figures, and usage of actual product in film by the actors. The strategy of product placements in films and shows is evolving greatly among the marketers because of its benefits. The study explains the impact of product placements strategy in creating brand image for the product by using the mixed method approach.

The product placements have proven to be an effective marketing strategy which registers easily in the customers’ minds. The growing demand in the entertainment industry has helped in making the product placements strategy successful. However, the marketers include their products in the main content of the program that easily attracts the customers. The quantitative analysis explains the impact of its strategy by verifying the research data and product sales. For instance the qualitative analysis explains the opinions and perceptions of the markets in using the product placement strategy for product promotion.

The product placement strategy is also applicable to brands where the program promotes the brand in the main content.  Moreover the qualitative and quantitative research has provided a clear picture of the impact of its strategy in movies and shows. Besides, it develops a positive opinion and trust in the customers about the quality and reliability of the product. However the product placement strategy helps with improving the productivity and sales of the products by promoting it through popular actors. Finally, the study states that the product placement in movies and shows has a great impact on sales and brand recognition.

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The Effect of Product Placement on Television Events on Brand Awareness and Product Purchase Intention

The Effect of Product Placement on Television Events on Brand Awareness and Product Purchase Intention

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