In Film Advertising Aims and Objectives
Study Rationale:
• Effectiveness of In-Film Advertising
• Consumer Behavior and Advertiser’s Behavior towards In-film Advertising
Exploring product placement opportunities offered by the mainstream Hollywood and Bollywood movies, by understanding their nature, the audiences they serve and benefits the industry aims at with respect to the placed product.
Study Objective:
• To test the effectiveness of brand placement in movies both from the consumers and the advertisers perspective.
• To understand the advantages and the drawbacks faced by the producer as well as the advertiser.
• To understand the factors taken into consideration when placing an ad in a film by producers and advertisers
• To understand the importance of correct placement of the products in the films.
• Analyze the extent and nature of product placement as it presently occurs within the Hollywood and Bollywood movies.
Significance of study:
The industry provides a significant opportunity for strategically planned brand placements, but there is little evidence of academic research in brand placement‘s effectiveness or consumer attitudes within Bollywood cinema to-date. This research is aimed at providing an overview of current product placement research in Hollywood cinema with a view to examining the lessons that can be learnt by film producers and brand managers looking to formalize product placement strategy in Bollywood productions.
Research Methodology:
The method of research for this paper is a mix of data collection and quantitative analysis. The quantitative analysis would involve collection of statistical data available from the users and demographics details over a period of time, in this case November - December, 2007. In all questionnaires will be administered to 150 respondents.
Methods of data collection will also include interviews with the marketers of different companies to gather information on their views on product placement in movies. Secondary data would include analysis from various movies and published articles.
Limitations:
• Limited Sample Size
• Responses could subjective, hence it would be difficult to quantify
• Non response error
• Interpretation error
EXECUTIVE SUMMARY
The concept may not be new but it is definitely making its present felt with a lot of force lately. In Hollywood this practice has been a fairly old one. The best example would definitely be of James Bond. This series had so many products that it was actually dubbed as Ad film, right from Aston Martin, BMW, OMEGA to Reid and Taylor.
Exactly when did this concept came in vogue in India is a little difficult to ascertain but movies like “Kya Cool Hain Hum” does stand out, right from the first song highlighting SPYKAR jeans to the presence of CCD coffee chain through out the movie.
While watching this film I gained greater insight into the intricate process that goes into the ads in which I come into contact every day. This film revealed the vast amount of advertising that surrounds me every day which I may often miss. I am now more aware that each ad I see from location to color to size has a purpose behind the choices made to create it.
They changed Hollywood, for better or worse, in more than one way. Jaws and Star Wars both took advantage of tv commercials to advertise. Jaws was the first of the two to do this, “Jaws proved that one film under careful guidance from its distributor, in this case Universal, could precipitate a national pop culture event and make millions upon millions of dollars for a single studio with but a single film” (Stringer, page 73) Jaws quickly surpassed The Godfather in box office numbers, making over $100 million in the first six months.(Stringer, page 72) Star Wars would later pass Jaws record using the same tv advertisement strategy. These successes made television no longer a rival for films, but an ally.
Product placement can cause an audience member to view the product in a negative way. For example, if the director in Top Gun decided to make a scene where the fighter jet pilots kill civilians the opinion of the military would be degraded and could be used as a political message against militarism. Some viewers worry that product placement is overtaking film; as is stated in The Economist, “Product placement is rapidly blurring the line between content and advertising” (62). In movies today, it is often impossible to detect if an object is put in the film because of product placement or because the director wanted it unless an individual looks at the expense of producing a film. Disagreement has long been occurring regarding product placement; “The movie exhibitor newsletter Harrison’s Reports railed against the use of on-screen advertising for products such as Kellogg’s Toasted Corn Flakes and Corona typewriters, arguing that “the act of a person who steals your screen is no different than the act of a person who steals your watch” (Newell, Salmon, and Chang 587). Therefore, there is moral debate about whether it is right to subject an audience to unknown advertising and steal time on the screen form the
Nowadays, commercial is becoming a major part of mass media. It does not only try to inform people about the availability and attractiveness of industrial good productions but also contribute to build an awareness of resources and alternatives for customer in daily life. There are thousands of commercials, so to attract customer, advertisers use various kinds on their commercial to make people aware of the firm's products, services or brands. Though they use various kinds on the commercial, the main goal of advertising tries to convince customer to buy their products, or do what they want. An excellent commercial will create a deep impression on their customers, or who want to become their customers by using three classical appeals: pathos, ethos and logos.
Wiles, M. A., & Danielova, A. (2009). The worth of product placement in successful films: An event study analysis. Journal of Marketing, 73(four), 44-63.
Analysis of an Advertising Campaign We are swarmed by advertising. Companies constantly battle to compete for the sale of their product. Adverts appear in every form of media including radio; television; Internet; billboards; newspaper; flyers and magazines. The advertiser wants us to buy their product above their competitors. The basic aim of advertising is to convince the target audience that their product is the best in the field and superior to the other products of similarity.
Matusitz, J., and P. Payano. "Globalisation Of Popular Culture: From Hollywood To Bollywood." South Asia Research 32.2 (2012): 123-138. Print.
Tellis, Gerard J., and Tim Ambler. The Sage Handbook of Advertising. Los Angeles: Sage Publications, 2007. Print.
It also includes examination of the theoretical and empirical studies in the field of advertising. Books, research papers, articles, reports, thesis etc. were systematically studied to develop the following review of literature. The review included extensive use of Proquest, Google scholar, Inflibnet and IIM- A library. The review of theoretical literature and empirical literature helped develop the below mentioned conceptual framework. This structure underlines the sequence of steps, which were undertaken for the review of literature. The first step was to understand the concept of advertising. The second step focused on understanding the effects of advertising. Scan of literature helped in identify the types of effects advertisements are known to create. The third step involved understanding the extent to which organisations are committing their resources to advertising. As logic dictates that measurement of effectiveness is more significant where the resources committed are more, the final step involved study of effectiveness measures.
Berkman, Herald W. and Gilson, Christopher. Advertising: Concepts and Strategies, 2nd ed.. (New York: Random House, 1987). 244.
When creating a marketing mix for a product, the company needs to look at the 4Ps: product, place, price and promotion (Eugene McCarthy, 1960). “When considering the 4 P’s of the GoPro, it is clear that the company’s success has been due in large to such great marketing.” (Suki Chan, 2013)[1].
Advertisements are pieces of art or literary work that are meant to make the viewer or reader associate to the activity or product represented on the advertisement. According to Kurtz and Dave (2010), in so doing, they aim at either increasing the demand of the product, to inform the consumer of the existence, or to differentiate that product from other existing one in the market. Therefore, the advertiser’s aim should at all times try as much as possible to stay relevant and to the point.
Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers.
Advertising is an information source to inform people about the products and prices of the company, which can help them to make informed choices. More recently, a huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive and negative effects of the advertisement on consumer behavior. According to Shimp (2007), there are five important factors which determine the purpose of an advertisement in terms of marketers’ communication with consumers.
Advertisements became hugely popular when they were carried over to commercial television in the late 1940s and early 1950s (Campbell and Thomas, 2014). At present time, advertisements are all around us. Thousands of advertisements are going on around the world every second. In just the USA, the average American child watches over 40,000 commercial ads a year.