Product Placement

The value of brand placement can vary, depending on the characteristics of the brand placement, the movie itself, its relevance to the brand, the supporting media promotions, and consumer attitudes to such placements (fig. 3.1). Thus effectiveness can be defined on different grounds like recall generated or value offered. An adapted version of ‘Brand integration Continuum’ (Hudson and Hudson, 2006) illustrates a number of factors that eventually result in the effectiveness of brand placements. Some of these are already being mentioned in the above literature review.

The Media used, brand characteristics, supporting promotional activity, consumers attitudes towards brand placements, placement’s characteristics and concerning government regulations are the main factors having an impact on the effectiveness of brand placements. Media used refers to the medium in which the brand is placed which includes video games, movies, television shows etc; but the scope of this study is only limited to the In-film brand placements. Supporting promotional activities aim to improve the familiarity of brands amongst the consumers and thus do play a very important role because researchers in foreign settings have proved the positive effect of brand familiarity on effectiveness of brand placements (Hilton and Darley, 1991).   Placements characteristics include the modality and plot connections aspects. Plot connection comes into play when the brand is highly integrated into the story line of the film which is termed as branded entertainment in the above diagram.

Considering the various alternatives having a bearing influence on the effectiveness of brand placements and with a very strong base formed by the literature review; the research model was designed to be empirically tested in this research. The in detail explanation of the model is being given in the next section.