Does In-film Branding have an Impact on Consumers' Brand Recall and Purchase Decision?

Non-fiction Apr 19, 2020

Advertising has emerged as a key component of Marketing Communication. It has adjusted with the changing economic environment and consumer behavior. With the change in time and rise of new techniques and styles of advertising patterns, companies are no longer looking for the traditional form of media advertising but to extend it to one level up of advertising pattern. It is clearly known that advertisement includes a huge amount of expenditure and advertising through films is at the top of it. In the initial days, the property master, who arranged the props of the film simply placed a product as per the requirement of the scenes.

But as days passed, companies realized that the strategy of placing a product in the film has far reaching affect and evokes a steady brand recall to the consumers who have at least seen the film once. The research tried to examine the link between brand familiarity and the level of brand recall through product placement in films by conducting a primary survey taking a sample of 100 respondents in Kolkata. The research paper also tried to analyze the impact of brand familiarity for the effectiveness of product placement in films.

Over the years, advertising has emerged as a key component of Integrated Marketing communication.

Moreover, it has adjusted to the changing economic environment and consumer behavior. The clutter in the product market and the media has made the task challenging for marketers to reach their consumers. Thus, both the media and advertisers search for innovative advertising techniques has led to 'Covert Advertising'. The term Covert Advertising means to describe marketing programs where 'advertisers' fail to publicly declare or acknowledge their investment at the point of presentation.

With the change in time and rise of new techniques and styles of advertising patterns, companies are no longer looking for the traditional form of media advertising, but are looking to take it one level higher. It has been clearly known that advertisement includes a huge amount of expenditure, and advertising through films is at the top of it. According to Zubin Tatna, National Director, MEC, all expenses are totally justified if they meet some return on Investment (ROI). He also added-film integrations, the lead actors become brand endorsers
(depending on how the brand is used).

Cinema has seen a wide range of product placement within the films since the early '80s where films like The Cannonball Run and Smokey and the Bandit film series featured a huge number of products and even the directorial film E.T by Steven Spielberg cited multiple and obvious placements.

Though in the earlier times, neither payment was made for product exposure nor promises of marketing support were made when the consumer's brand appeared in the movie. Wings (1927), a silent film, featured Hershey's Chocolates whereas Fritz Lang's film M (released in 1931) displayed Wrigley's PK Chewing Gum, for approximately 20-30 seconds.

-Umang Gandhi

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