PROJECT TITLE - COVERT ADVERTISING

UNDER THE SUPERVISION OF: SUBMITTED BY:

Ms. DEEPALI CHOPRA (LECTURER) HIMANSHU RAJPUT

AMITY SCHOOL OF BUSINESS BBA (M&S)

AMITY UNIVERSITY ROLL NO. :- A-16 NOIDA

ENROLLMENT NO:

A3914708051

ACKNOWLEDGEMENT

A Project cannot be said to be work of an individual. A research is a

combination of views and ideas, suggestions and contributions of many

people.

I take this opportunity to thank all the people whose cooperation and

encouragement made the completion of this research project a possibility.

First of all I wish my sincere gratitude and for all the support

throughout the project study to my faculty guide Ms. Deepali Chopra under

whose guidance the project was undertaken. Without her supervision at each

stage of research, the task would not have been accomplished.

Last but not the least I thank to all my friends who offered useful

advice and many valuable improvement and for there much needed care and

cooperation.

ABSTRACT

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Dhoom, Baghban, Phir Hera Pheri, 007 and Matrix are some excellent

examples of movies with covert advertising. Brands such as Coca Cola,

ICICI Bank, Domino’s, Nokia, Aston Martin and Suzuki have placed

themselves in these movies.

Nowadays, these tactics are common in most of the films. Some very well

managed product placements appear to be quiet natural, if not logical. But

some seem to be badly inspired by a commercial spin-off, with all the

negative consequences it may generate on the audience.

Take for instance, the Hollywood flick, ‘What Women Wants’. This Mel

Gibson starrer has a Nike commercial as a part of the script. It gets with the

script so well that you don’t realize you’re watching a commercial

camouflaged in the screenplay.

Now the Bollywood flick, the girls beating the boys fighting sequence in

‘Chak De’ has been referred to as the McDonald’s fight scene merely

because it takes place in one of the outlets. Again there is no mention of

McDonald’s in the entire film as it has been seamlessly embedded.

Table of contents

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S.NO: CONTENTS PAGE NO:

01 CHAPTER 1: Introduction 05

02 1.1 Objective of the study 06

03 1.2 Covert Advertising concept and scope 07

04 1.3 Examples in movies 07

05 1.4 Failure in Covert advertising 12

06 1.5 Covert advertising in video games 13

07 1.6 Connection between brand and films 15

08 1.7 TV placement vs. movie placement 18

09 1.8 Product Placement 19

10 1.9 Product Placement types & strategies 21

11 1.10 Product Placement & Positioning 25

12 1.11 Case study on Om Shanti Om 29

13 CHAPTER 2: Research methodology 32

14 CHAPTER 3: Annexure 35

15 CHAPTER 4: Conclusions and recommendations 37

16 CHAPTER 5: Future prospects 40

17 CHAPTER 6: References 41

INTRODUCTION

Over the years Advertising has emerged as a key component of integrated

Marketing communication. Moreover, it has adjusted with the changing

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economic environment and consumer behavior. The clutter in the product

market and media has made the task challenging for marketers to reach their

consumers. Thus both the Media and Advertiser’s search for innovative

advertising techniques led to ‘Covert Advertising’.

Covert Advertising is a medium through which branded products are placed

in movies, which is visible to consumers without any distraction. Leveraging

on the entertainment value, emotional quotient of the film and its

psychological impact on viewers has led the advertisers to utilize this

medium. The phenomenon is gaining momentum due to its clutter free

feature and advantages of celebrity endorsement for the product or brand in

a movie. This advertising technique brings in an additional source of income

for film producers, advertisers, corporate’s and it has proved to be a

technique to strengthen their brand.

A few firms get product placement at no cost by supplying their product to

the movie company (Nike does not pay to be in movies but often supplies

shoes, jackets, bags, etc). Scripts are tailor made for the desired brand so that

when they are incorporated they look natural.It is done through special

mention in the programs, placement of logo or may be a shot of that

particular brand. Movies have been used as the most popular platform for

product placement. Showman Subhash Ghai’s Yaadein showcased brands

like Pass-pass and coca-cola. But recall the Rishi Kapoor starrer Karz by the

filmmaker, which had an entire song sequence with the Emami banner at the

backdrop. Similarly time and again we have witnessed so many brands like

ICICI, Yamaha, Pepsi, Lays in movies Aakhein, Baghban, Dhoom, Khushi

and Krissh respectively. Product placement, as the numbers suggests is

bringing revolutionary change in entertainment economics.

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Objectives of the study

"Any task without sound objectives is like Tree without roots" .

Similarly in case of any research study undertaken, initially the objectives

of the same are determined and accordingly the further steps are taken on. A

research study may have many objectives but all these objectives revolve

around one major objective which is the focus of the study. In this study, the

focus is on the covert advertising.

The following are the objectives of this research study :-

To study the present scenario of covert advertising in the world.

To study the future prospects of covert advertising and their scope for the

multimedia.

To study the techniques used by the film makers, directors and

companies.

To measure the success of advertising campaign of brands in Terms of

consumer appreciation.

To study the determinants of specification factors which can decide the

success of both the companies and movies.

COVERT ADVERTISING

Covert advertising is when a product or brand is embedded in entertainment

and media. For example, in a film, the main character can use an item or

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other of a definite brand, as in the movie Minority Report, where Tom

Cruise’s character John Anderton owns a phone with the Nokia logo clearly

written in the top corner, or his watch engraved with the Bulgari logo.

Another example of advertising in film is in I, Robot, where main character

played by Will Smith mentions his Converse shoes several times, calling

them "classics," because the film is set far in the future.

Cadillac chose to advertise in the movie The Matrix Reloaded, which as a

result contained many scenes in which Cadillac cars were used. Similarly,

product placement for Omega Watches, Ford, VAIO and BMW.

Aston Martin cars are featured in recent James Bond films, most notably

Casino Royale.

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Hayabusa in Dhoom, John Abraham uses Hayabusa in the movie as a thief, from that time only many of Indians came to know about that bike.

Transformers (2007), used many cars which can turn into robots. The one

was Chevrolet Camaro, named as Bumblebee.

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MISSION IMPOSSIBLE – Lamborghini

Domino’s Pizza in Phir Hera Pheri

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Domino’s is known as much for the quality of its pizzas, as for its promise

of “delivery within 30 minutes or free”. Paresh Rawal—who is also the

Domino’s brand ambassador—was seen in the movie happily munching on a

Domino’s pizza. On being asked how he could afford a pizza even though he

was broke, he informed that after ordering the pizza he hid himself till 30

minutes passed. Thus he got the pizza free even though the delivery boy had

arrived well in time. The execution of this scene not only communicated the

Domino’s value proposition but also created a light moment in the film with

the seamless integration of branding and entertainment.

Baghban for ICICI Bank, Amitabh Bachchan is shown as a trustworthy,

reliable and focused ICICI bank employee who is dedicated to his

customers. ICICI is visible for around 8-10 minutes in the film.

Consumer electronics and computers

The 2006 film Casino Royale features many Sony product placements

throughout, all characters use VAIO laptops, Sony Ericsson cell phones and

GPSs, BRAVIA televisions, and Bond uses a Cyber-shot to take photos.

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Apple's products frequently appear in films and on television. In video

games, products that most often appear are placements for processors or

graphics cards. For example in EA's Battlefield 2142, ads for Intel Core 2

processors appear on map billboards. In the video game F.E.A.R all of the

laptops have a Dell screensaver on them.

Tourism

New Zealand as a destination was positioned well in the movie ‘Kaho Na

Pyar Hai’. In fact such was the impact it became a popular holiday

destination after that. Previously it was not widely spoken of or considered

as potential location among the film makers or tourists from India. Now it is

being considered by students for higher studies and also by low skilled job

seekers. The place is now being looked at by new perspective among

Indians.

Advantages:-

• You have a captive audience (they have chosen to watch the film or regularly tune in to the television show).

• It is cheaper than overt advertising or sponsorship.

• If the programme or film is a success your advertising gets a wider audience.

• The product becomes linked to the film or programme and the Ideology/lifestyle inherent in that text. This attracts people to buy into the image through the product.

• Has an immediate effect but it can be short term Sponsorship of television programmes.

Failure in Covert Advertising :-

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Ta Ra Rum Pum : After you see drivers and cars layered by brands of their

sponsors, Ta Ra Rum Pum a film on racing cars would seem like the perfect

avenue to showcase such similar branding. After all seeing these brands is

what we’ve come to expect, but corporate honchos didn’t seem happy just

with ‘being there’. So they must’ve insisted on special close-ups and zooms

for their brands. As a result we get a good dose of Castrol, Goodyear and

Chevrolet periodically.

Yaadein :

Covert Advertising in Video games

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Today, advertisers are much more interested in the $24 billion video game

industry. Spending on in-game product placement was estimated at $300

million this year, with projections of $1 billion in spending by 2010. Nielsen

ratings in 2003 showed a 7% decline in television viewing among 18 to 34

year-old males. This decline was directly attributed to the growing

popularity of video games. 66% of males 18-34 own at least one game

console, as do 80% of males ages 12-17. In 2006, 62.3 million game

consoles were sold. Market researchers anticipate that this number will grow

by an additional 26% in 2007.

Currently, there are over 148 million gamers. As gamers age, become

parents and continue to play games, older demographics become more

highly represented while increasing the overall reach of the video game

medium.

PEPSI :

CARS :

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CASTROL :

And so on……

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Connection between Brands and Films

There is a evidence of shortened attention spans and a greater efforts to

break through the clutter of multitudinous brands and media vehicles. The

best way to deliver the message is to catch the customer off-guard when the

rational defenses are down. The best to do so is to use the emotional gate

rather than the rational gate.

The rational gate examines the advantages, benefits, features and seeks value

for money; the emotional gate is all about trust, love, identification and

belief. These aspects have been leveraged by all kinds of brands wherein

movies and brands flash identical messages at their target audiences.

There is a need to examine synergies between the brands and films. The

successful integration of product placement within the film’s storyline has a

long history – the first example being the yellow Rajdoot bike used in Raj

Kapoor’s Bobby and Subhash Ghai’s Hero and Karz.

Hollywood also leveraged brands such as BMW(Bond movies), Jaguar,

Ford, McDonald in Eddie Murphy (Coming to America), Ray Ban (Tom

Cruise in Risky Business and Mission Impossible), Starbucks coffee, AOL,

AT & T and lots in advertising world arena.

Artistic integrity is crucial for successful brand successful brand placements

and the operation has to be woven into the script.

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There is no fixed formula but the factors that are taken into consideration

during the negotiation stage include: cast and credits; size of the projects and

the producers; timing of the release; brand impact; number of screen during

release and post – release phase; and the possibilities of brand associations

through contests and promotions.

Depending on the content of the film and its story line, the agency can

sketch a profile of viewers who could appeal to the targeted viewers. This is

followed by a 360 degree marketing plan for cross promotions during the

various stage of a film’s release.

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Covert Advertising is different from Celebrity Endorsement

The celebrities endorse products and brands with commercial reasons, which

normally comes in the breaks in television programmes or cinema halls. The

phenomenon of zipping and change in television usage behavior due to

surfing during the commercial breaks has reduced effectiveness of television

commercials.

Similarly commercials of cinema halls are found to be of low involvement

as audience takes them as blocks between the reasons of visiting the cinema

hall and the time available to them entertainment. So the brand

communication and the entertainment product are viewed differently from

audience of both media.

Brand placements provides an opportunity where the involved audience gets

exposure to the brands and products during the natural process of narration

of movie or television commercial.

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TV Placements As compared to Movie Placements

• Movies as against TV placements offer a greater scope for value

additions. The product that is placed in films is high on reachability.

• First the product gets exposure in theatres, then through DVDs (home

video) and at a late date it may gain a wider access when it is aired on

satellite television.

• There is no point in doing a one-off placement, as all it gets is flitting

attention.

• Television offers a relatively more 'controllable' medium than films.

• Placing brands in a certain television program allows the advertiser to

know who he is targeting whereas in films the brand reaches relevant

and non relevant target audiences and the returns are difficult to

allocate.

• Apart from providing a fine focused audience to the advertiser,

television also provides a cheaper option to the client.

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PRODUCT PLACEMENT :- A TECHNIQUE OF

‘COVERT ADVERTISING’

A product placement is the inclusion of a product, brand name or the name

of the firm in a movie for increasing memorability of the brand and instant

recognition at the point of purchase. It is an advertising technique in which

the companies pay a fee or provide service in exchange for a prominent

display of their product.

Product placement appears in plays, film, television series, music videos,

video games and books. Product placement occurs with the inclusion of a

brand's logo in shot, or a favorable mention or appearance of a product in

shot.

This is done without disclosure, and under the premise that it is a natural

part of the work. Most major movie releases today contain product

placements. The most common form is movie and television placements and

more recently computer and video games.

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There are three ways product placement can occur :

• The placement simply happens

This placement occurs without any type of formal contractual agreement to

place a particular product or brand. The likely scenario in this instance

involves some member of the cast or crew selecting a product to use in a

scene because it will enhance the scene though the product itself may not be

seen or presented in a favorable light.

• The placement is arranged and some of the product serves as

compensation.

This type of placement a particular product is shown in the Movie/ Serial

and no extra amount is paid for that. The product itself serves as

compensation.

• The placement is arranged and there is financial compensation.

In this type of product placement the company has to pay for the placement

apart from the product.

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PRODUCT PLACEMENT STRATEGIES

Implicit Product placement :-

An implicit Product placement is not expressed formally. The brand name or

the name of the firm appears without a clear demonstration of product

benefits. It plays a passive, contextual role.

For instance, in a game show like KBC computers of Lenovo are used. In a

movie, some scenes are shot in Pizza Hut. Thus, in an implicit Product

placement the brand, the firm or the product is present within the program

without being expressed..

Integrated explicit Product Placement :-

In this type of Product placement, the attributes and benefits of the product

are clearly demonstrated: it plays an active role. For instance, in a quiz the

questions asked in a series to the participants concern the sponsor's products;

a Pizza Hut, pizza is delivered in a scene where everybody is hungry.

Thus in this type of placement the brand or the firm is formally expressed

within the program.

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Non integrated explicit Product Placement :-

In a non integrated product placement the product or the brand is not

integrated in the program or movie. The company/brand name may appear in

the beginning of the program (this program is brought to you by) or the

brand or company name appears on the screen.

For instance when ever a cricket match is in progress, some products are

displayed on the screen which has got some relevance to the match situation.

For instance LG vision appears whenever a decision is referred to the third

Umpire.

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Types of Product Placement :-

Corporate placement

To improve company reputation. Ex - Taj Hotels used for grand parties in

movies, Lenovo used in game shows like KBC.

Generic Placement

To demonstrate the characteristics of a product without a particular brand

name. Ex Sunglasses and Shades used in Men in Black.

Service placement

To present public or private institution. Showing a particular Bank (like

ICICI in KBC) or a particular restaurant in a particular movie.

Idea placement

To include facts, opinions or statements in a plot. Discussing a forthcoming

movie like ‘Kuch Toh Hai’ in a television serial like ‘Kyunki Saas Bhi Kabhi

Bahu Thi’ is an Indirect promotion for the movie.

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Historic placement

To illustrate the long tradition of a brand. For instance using the Indian

postal services in a movie or using AIR INDIA as a traditional players in the

field of mails and aviation respectively.

Negative placement

To present a competitor’s product in a negative context. It is generally not

intentional. For instance if a particular flight crashes in a particular plot in

the movie, it is not intentional.

Innovation placement

To introduce a new product. Ex Swift Car was introduced in the movie

‘Bunty Aur Babli’.

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PRODUCT PLACEMENT AND POSITIONING

Positioning is the act of designing company’s offering and image to occupy

a distinctive place in the mind of the target market. Subtle product placement

can be very effective in positioning a product.

A careful selection of a movie or a TV serial to place a product will help in

reaching the target audience. For instance Krrish targeted children, Dil

chahta hai targeted youth, Vivah targeted audience of small cities, products

like Jewelries and Sarees are feminine products and rightly placed in soaps

like ‘Kyunki Saas Bhi kabhi Bahu Thi’ and ‘Kasauti Zindagi Ki’ which has a

lot of female viewership. Once the target market is accessed the next step is

designing the message to position the brand.

The message can be effectively delivered through movies and TV serials.

This is because the Brand recall, message recall, brand familiarity is higher

with Product Placement technique.

When a person goes for a movie, he makes a voluntary choice for viewing

(exposure) at a cost (financial, time and opportunity cost) for the purpose of

entertainment. So he is more receptive to the information provided to him in

the movie.

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If he finds product in the settings of the movie, the product recall are

supposed to be higher. Furthermore, retention is enhanced if the products are

fitted to the genre of the movie.

Marketers can take a cue from this. Product Placement in Movies and TV

serials provides them with the right kind of target audience to get their

message through. The objective of positioning is to occupy a distinctive

place in the minds of the target market.

Product placement has shown better product/brand recall. There is a positive

relationship between those Product Placements’ recalled and product

category / brand familiarity.

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COMPARISON OF COVERT ADVERTISING

BETWEEN TELEVISION AND FILMS.

High level of media clutter, channel switching behavior are some of the

factors responsible for generating sufficient level of research interest at the

practice of brand placements in movies. The basic objective of permitting

product placements in movies is to cover up the possible level of production

cost before the movie is released.

There are number of examples of how the product’s appearance in a movie

resulted in an increase in brand performance in Hollywood movies. When

agent James Bond made top secret calls on an Ericsson mobile phone in

1997 in the movie Tomorrow Never Dies, the Ericsson trademark got a

upward boost in visibility and market share. Big stars are available at a

fraction of cost against the fee they charge for an independent advertisement.

But this does not imply that the small screen stars are inferior to film stars.

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Television stars have become favorites with advertisers and enlisted their

names for the second best option as brand endorsers. There are many other

parameters of distinction as well. In-serial brand integration is relatively

cheaper than in-film placement of brands.

Television has emerged as one of the largest medium of mass

communication hence offering wide reach and easy accessibility than films.

Target groups are in regular touch with television than films. Frequency of

watching a serial is more than the frequency of watching a film. In serial

brand placement also offers the benefit of flexibility. This means, if a certain

brand placement is not doing well, then the marketer has the liberty to

change the strategy. This option however is not available in case of product

placement in cinema.

One can even take an instance of in-serial promotion by the Hindi film

industry. Hum Tum, a Yashraj production, was promoted in Sony TV’s ‘Jassi

Jaisi Koi Nahin’. The lead star Saif Ali Khan even did a cameo in one of the

episodes.

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CASE STUDY :-

OM SHANTI OM (2007)

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No. of Prints – 2000 Budget – 35 crore

Cast – Shahrukh Khan B.O. status – Hit

Deepika Padukone

Shreyas Talpade

Arjun Rampal

Director – Farah Khan Producer – Gauri Khan

Om Shanti Om was the biggest hit in the year 2007. Trade analysts have

even gone ahead and claimed that it is biggest hit in the history of

Bollywood. The film featured some top brands of their category and

needless to say, its super success benefited these brands immensely.

The most visible brand of the movie is Nokia. In the film, the lead character

Om (Shahrukh Khan) not only uses cellular devices by Nokia, but also

mention them in his dialogues. Further there are significant close-ups of

different Nokia devices in some very important scenes.

Another interesting observation is that the Nokia devices used are all of

different segments. While the character Om, who’s a superstar uses a high

end mobile and Bluetooth set, Dolly a wannabe actress, uses a middle

segment cell phone and Pappu, a one time junior artist, uses a low end cell.

Thus with one shot, Nokia manages to address its target audience who are

spread across these wide segments.

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Apart from Nokia other key brands featured were Maybelline, Shopper’s

Stop and Tag Heuer. Debutant Deepika Padukone is the brand ambassador

of the cosmetic giant Maybelline and hence it provided a perfect platform for

the brand to be featured in the film. The brand also boasts of close-up of its

various products and brand name in vital scenes.

Tag Heuer, SRK’s favorite watch, or as the watch company claims is the

brand ambassador for the same. So it was not surprising to see the brand

featuring in the movie. However it’s done very subtly as it appears as a

background billboard in a scene when the reincarnated Om is in

conversation with Pappu. What’s interesting is that the billboard is the exact

replica of the Tag Heuer bill boards we see in life. (As seen in the picture

below)

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Shopper’s stop majorly had its role in promotion where it launched an

exclusive line of clothes and merchandise styled on the movie. It also

displayed large banners and roof hangers of the film in its exclusive stores.

RESEARCH METHODOLOGY

The study is based completely on Secondary Research. The data has been

collected from:-

The collection of data was through books, journals and articles on

covert advertising.

A lot of data was collected from the internet to help compile the

entire study.

Data Collection

Covert Advertising and its scope

Effectiveness of covert advertising

Connection between brands and films

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Case Study

Qualitative Research – Qualitative research allows you to explore

perceptions, attitudes, and motivations and understand how they are formed.

It provides depth of information which can be used in its own right or to

determine what attributes will subsequently be measured in quantitative

studies.

The idea is to develop a clear understanding of the strategies used in a

company and till what extent the companies follow these strategies.

Advantages of Secondary Research

1. Ease of Access – It is easy to gather secondary data from journals,

books, magazines and the Internet has changed how secondary

research is accessed by offering convenience (e.g., online access from

many locations) and generally standardized usage methods for all data

sources.

2. Low Cost to Acquire – This information is much less expensive than if

the research would have been carried out.

Disadvantages of Secondary Research

1. Not Specific to Research Needs – Secondary data is often not

presented in a form that exactly meets the marketer’s needs.

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2. Inefficient Spending for Information – Since the research received

may not be specific to the marketer’s needs, an argument can be made

that research spending is inefficient.

3. Incomplete Information – Many times a researcher finds that research

that appears promising is in fact a ‘teaser’ released by the research

suppliers. This often occurs when a small portion of a study is

disclosed, often for free, but the full report, which is often expensive,

is needed to gain the full value of the study.

CONCLUSION

Advertising occupies a major place in Integrated Marketing Communication

strategy of corporates It has evolved in sync with the changing media

environment. They are constantly in search of innovative technique which

has grabbed the attention in recent years is ‘Covert Advertising’.

It existed in a very small and unorganized way from the beginning of the 20 th

century. But the techniques have evolved manifold during the past century.

In India, this type of advertising in movies existed since 1970s. The famous

product placement in Hindi movie was the yellow coloured ‘Rajdoot’ bike

in the movie ‘Bobby’. However the first recognized covert advertising in

India was of ‘Pepsi’ in the film ‘Taal’ in the year 1999.

Thereafter, Indian film producers, advertisers and corporates began to show

interest in this advertising technique. They began to use it as a part of their

Integrated Marketing Communication Strategy.

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A conclusion drawn from the research was that products placed prominently

in films were better recognized than those placements placed subtly within

the context of the film.

Another aspect closely considered in this research was the effect product

placements have on the realism of the film.

The research shows that product placements in films are a viable alternative

to traditional forms of advertising. The reason for this is that product

placement (especially prominent product placements) is readily recognized

by viewers. Product placements therefore offer numerous benefits to the

marketer in terms of reach and diminishing cost per viewer.

Product placement is an immense field of research within which much is yet

to be discovered.

Why are covert advertising successful?

Low cost per exposure.

Catches the audience when its rational defenses are down.

It can help target particular employees as movies are made keeping in

mind different genre’s of people.

Movies are an expensive affair, and any source of revenue is welcome

by film makers.

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Annexure :-

Questionnaire

DETAILS:

Name : ______________________ Age : _______

Sex : M( ) F( )

Occupation : Working ( ) Student ( )

Education : School pass ( ) Monthly Household Income

Under Graduate ( ) 10,000 – 20,000 ( )

Post Graduate ( ) 20,000 – 30,000 ( )

Others ( ) 30,000 – 40,000 ( )

40,000 + ( )

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Contact :

_____________________________________________________________

_____________________________________________________________

_____________________________________________________________

1. Do you watch movies?

Yes ( ) N ( )

2. How often do you watch them?

a. Once a month ( )

b. Once a week ( )

c. Two to five times a week ( )

d. Daily ( )

3. Which movie have you watched recently?

_________________________________

4. Have you watched Om Shanti Om?

Yes ( ) No ( )

If yes,

5. Did you notice any brand featured in the movie?

Yes ( ) No ( )

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6. Can you list them?

_______________________________________________________

Tick the brands they mention.

a. Nokia

b. Maybelline

c. Shopper’s stop

d. Tag Heuer

e. Sia Jewellery

f. Compaq

7. Do you think that Brand Placement is a good alternative to traditional

advertising?

Yes ( ) N ( )

Why_______________________________________________________

___________________________________________________________

8. Does the way a brand is used in movies affect your feeling about the

brand?

Yes ( ) N ( )

Why_______________________________________________________

___________________________________________________________

9. Does product placement in movies affect your buying decisions?

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Yes ( ) N ( )

Why_______________________________________________________

___________________________________________________________

FUTURE PROSPECTS

The current research provides a foundation for increased understanding

about the concept of product placement and its effectiveness In Mainstream

films. The paper has highlighted number of key issues within this research

area.

It is fairly evident that Bollywood movies have distinct nature and format

which distinguishes them from western cinema, in particular Hollywood

movies, so there needs to be a research agenda which focuses more

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extensively upon understanding specific placement strategies, which would

then be able to link more closely with specific film themes and structures.

Future research could examine the attitude and interests of audience towards

brands and branded goods, to understand individual’s propensity to get

influenced by brand image. It can also identify additional variables to further

segment the market on basis of behavioral intentions in accepting brand

placements.

Future studies can also measure relative scores of product categories (FMCG

goods versus consumer goods) and well known versus lesser known brands.

The increasing use of brand placement in other media like television, books

regional language and art films, and computer games can also be studied.

REFERENCES

http://academic.brooklyn.cuny.edu/economic/friedman/advertising.htm#

http://www.visionenterprise.biz/advertisingindia.htm#

http://www.idef.org/industry/mediaentertainment.aspx

http://www.pwc.com/in/eng/insol/publ/IndianEntertainmentIndustry-

ExecSumm.pdf

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www.agencyfaqs.com

www.financialexpress.com

Advertising, Edited by Prateek Kanchan, ICFAI University Press

http://www.slideshare.net/sujalahv/brand-placement-in-moviescase-

study-of-brands-placed-in-movies-presentation

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