Product Placement: Why do we 'Place' them?
“If you don’t get noticed, you don’t have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.” – Leo Burnett Do you flip advertisement page while reading a magazine? Do you fast forward commercials while watching the television? Do you change the radio station when you hear the commercials? The answer to most of the questions must be yes. The reason behind this is that the existence of so much advertising makes advertising less effective. This is because the existence of so much advertising has made advertising less effective. People are no longer interested in advertisements be it in any form i.e. radio, television, banners or magazines. They mostly try to skip the commercials. A research has identified that approximately 75% of the advertisements are skipped by viewers. Technological advancements like DVR which allows user to fast forward the ads which adds even more to the number of advertisements skipped. Conventional methods of marketing are becoming obsolete day by day. Since marketing is a very important nerve for any company to sell its products, companies had to come up with a more innovative approach of advertising their brands. In order to sustain in a competitive market few of the marketers have come up with the idea of product placement wherein branding of goods and services are done through the medium of movies, television shows, or news programs. Culture and communication are the factors determining the impact of product placements on viewers. India, which has collectivist culture and a non verbal style of communication, offer more opportunities for viewers to note brands in movies. The Indian audience adores their favorite actors and actresses and follows them for new trends, fashions, and hairstyles. Starting of this form of marketing dates back to mid of 19Th century where the movie “Chalti ka Naam Gadi “ had “Coca Cola “ brand in...
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