Measuring the Influence of Product Placements in Korean Dramas on the Act of Purchase of Filipino Audiences

Nowadays, product placements are becoming a prominent marketing strategy used primarily on films in other countries, such as in Korean dramas, but rarely or poorly done in the Philippines. This research aims to determine if the perceived influence of actors, product-story congruence, and the perceived influence of product function affects the Filipino audiences' act of purchase. The study consisted of 200 male and female audiences of Korean dramas, ages 18 to 34 years old and used simple random sampling. The validity and reliability of the survey were also tested, consisting of 30 respondents with an alpha value of 0.936. Regression analysis was utilized to analyze the strength of correlations between the independent and dependent variables. The results show that all of the three independent variables are significant to the dependent variable, which implies that it affects their act of purchase and brand awareness.

Gegar Vaganza: Persepsi Pengguna dan Penempatan Produk D’Herbs dalam Rancangan Realiti Televisyen di Malaysia

This study examines the types of product placements used in the television show Gegar Vaganza, particularly in its 5th season and looks at the consumer perceptions on the product placements used by D’Herbs Holdings Sdn. Bhd. Qualitative content analysis and in-depth interviews were conducted on eight respondents. The saturation of advertisements in the market has prompted marketers to turn to media product placement to deliver messages to the audiences more effectively. This study found that integrated implicit product placement received positive feedback on the process of recalling a brand or product. On the other hand, integrated explicit placements received positive perceptions in increasing the level of consumer information, however, received negative perceptions towards consumer purchasing intentions.

The Persuasive Effect of Product Placements

Marketers are increasingly relying on covert advertising tactics to persuade consumers. This empirical study selected the context of an emerging market to examine the effectiveness of product placements. Using an experimental design, we captured the affective and behavioral responses of young Indian adults. The results indicated that young adults are positive about product placements. The mediating role of brand attitude change in the relationship between attitude toward product placements and purchase intentions is established. The study provides valuable insights into the impact of execution factors on viewers’ responses. Implications and directions for future research are discussed based on the results of this study.

Antecedents and consequences of consumers' attitudes toward product placements: evidence from India

PurposeAdvertising clutter has fueled the rise of nontraditional advertising methods. The current study, conducted in India, adopted the consumer socialization framework to assess product placement attitudes and behaviors.Design/methodology/approachA questionnaire-based survey was conducted to gauge consumers' responses to product placements. Structural equation modeling (SEM) was applied to analyze the relationship between different variables.FindingsThe results revealed that young Indian adults are positive about product placements as they believe that incorporating brands into the content adds realism. The authors found that socialization agents significantly impact viewers' attitudes toward product placements which in turn influence their purchase intentions. The authors also found that product acceptability impacts consumers' purchase intentions.Practical implicationsThis paper provides important insights into consumers' perceptions of product placements. Based on the findings, marketers can formulate effective product placement strategies.Originality/valueMost of the studies existing in this area have been conducted in the developed markets except a few which have been conducted in the emerging markets. Hence, the present study is an attempt to fill this research gap. This study is among the first to establish a relationship between product acceptability and consumers' purchase intentions.

Product placement as an efficient marketing tool within the media mix

Product placement has existed in its most primitive form since the dawn of cinema. Now, due to the saturation of conventional advertising, this technique has reached its zenith, with brands appearing in an environment without competition, as a natural element of the plot. The automotive sector has been present from the beginning and soon understood the expressive possibilities that were offered. General Motors began its journey in the film industry in 1933 following an agreement with Warner. Since then, the General Motors group has had a growing presence in the film industry, which reached its peak in Transformers (2007), an unprecedented type of product placement. It is possible to identify a clear cause-effect relationship in the company’s sales, with product placement being an efficient marketing tool within the media mix, as we will show throughout this investigation. The study begins with a historical review of brand placement in North American cinema (1933-2014), then proceeds with a content analysis, following the methodology proposed by Méndiz (2001), of advertising placement in film and a structured interview with Norm Marshall, the director and founding partner of Norm Marshall & Associates, responsible for GM’s product placements.

Towards a stronger Canadian fashion industry: an investigation of Canada’s media landscape and its coverage of Canadian fashion

Media has proven to be an effective medium to reach consumers and influence public opinion. With a focus on Canada’s media landscape, this study explores the way Canadian media covers Canada’s fashion industry. Using a quantitative research method for a case study, this study examines the frequency at which Canadian brands are present in fashion photo editorials published in Canada’s top readership fashion magazines in 2016, namely, Elle Canada, Flare and Fashion. Findings show that in all three magazines, Canadian fashion makes up a minority stake in fashion editorials, while fashion brands from other countries constitute a majority of product placements. This essay discusses the potential impact of this lack of media exposure for Canada’s fashion industry and puts forward recommendations to benefit the Canadian fashion industry for future fashion photo editorial direction.

Towards a stronger Canadian fashion industry: an investigation of Canada’s media landscape and its coverage of Canadian fashion

Media has proven to be an effective medium to reach consumers and influence public opinion. With a focus on Canada’s media landscape, this study explores the way Canadian media covers Canada’s fashion industry. Using a quantitative research method for a case study, this study examines the frequency at which Canadian brands are present in fashion photo editorials published in Canada’s top readership fashion magazines in 2016, namely, Elle Canada, Flare and Fashion. Findings show that in all three magazines, Canadian fashion makes up a minority stake in fashion editorials, while fashion brands from other countries constitute a majority of product placements. This essay discusses the potential impact of this lack of media exposure for Canada’s fashion industry and puts forward recommendations to benefit the Canadian fashion industry for future fashion photo editorial direction.

Consumer Attitude Toward Product Placement: A Descriptive Study Between Bangladeshi & Indian Media Program

The aim of this study is to investigate Bangladeshi viewers’ attitudes towards product placement activities. Here product placement indicates a paid form of non-traditional advertisement where products or brand names are intentionally present along with the programs. Consumers’ purchase decisions relate to how they know the brand name, and traditional marketing activities failed several times to hit the customer’s black box. People are fascinated by an innovative way of product representation, a tough and challenging task for marketers. Embedded marketing or Product placement helps both viewers and marketers to build a bridge for communication. In Bangladesh, people are less conscious about their local products as well as their media programs. Media and marketing relate inextricably with each other. The study has been conducted in two aspects to investigate the consumer attitude towards product placement. The first one is a comparative analysis of several product placements between Bangladeshi and the Indian media program. The second one is devolving and analyzing questionnaires to determine the Bangladeshi viewers’ scenario about embedded marketing. The logic behind choosing the Indian tv program for comparison is that Bangladeshi viewers are habituated with the Indian program. From 121 respondents, this study tries to forecast the viewers’ attitude toward product placement. Comparing Bangladeshi and Indian movies, dramas, and reality shows, the study expresses that Bangladeshi channel set minimal concern about embedded marketing. An online survey portrays a viewer’s preference level and thinking pattern about their media programs. Proper representation of programs such as an exciting story from movies and drama, a reality show with more customer engagement, less repetition of the same news, more consciousness about irrelevant talk shows, proper timing of the advertisement can help to back the viewers to their media that allows marketers to communicate with their target customers. This study has been conducted with limited sample size. Further research may be conducted about this study with large sample size and may compare with other countries.