Influence of Product Placements in Films and Television on consumers Brand Awareness

Abstract

Today marketers are hugely making use of product placements in films and television. Product placements are being thought to be more beneficial as they are incorporated in the storyline and therefore this is hard to be missed by the viewers. The objective of the research is to find the reason for people to connect to products, their attitude towards product placements and how this attitude influences their brand awareness and buying. There have been studies before showing why marketers and consumers are preferring product placements over commercial advertisements however this study focusses on the effect of product placements on consumer brand awareness. The data for this research has been collected by a questionnaire that includes questions on general opinion as well as the influence of product placements on Brand awareness. The data has been analyzed using Advance Analytics Methods (Random Forest and Association Analysis). The former method helped in identifying the important factors and later method helped to see the various combination of factors influencing product placements in films and television.

Full text

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Kumar,'S.'(2017).!Influence'of'Product'Placements'in'Films'and'Television'on'consumers'Brand'Awarenes.!Archives)of)
Business)Research,)5(2),'163-179'
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Influence(of(Product(Placements(in(Films(and(Television#on#
Consumers)Brand)Awareness)
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Assistant'professor,'School'of'Business%Studies%Social%Sciences.!
Christ'University,'Bangalore,'Deeksha'Kakkar'!
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E'BR*"H(=)Product!placements,!Films,!Television,!Attitudes,!Connect,!Influence,!
Consumer!buying!behaviour,!Consumption!patterns,!Brand!awareness!!
?7G/><S@G?>7)
Product!placement!is!an!advertising!method!and!tool!that!includes! products! in! entertainment!
programs! such! as! movies,! TV! programs! and! video! games,! with! a! specific! objective.! Product!
placements!are!popularly!seen!in!the!following!formats:!
• visual!figures!in!which!the!product!appears!within!the!content!
• actual!product!use!by!a!celebrity!in!the!film!or!TV!show!
• dialogues!spoken!by!an!actor!that!consist!of!the!product!/brand!name!
With! every! passing! day,! product! placement! is! popularly! growing! among! marketers! for! two!
main!reasons.!First,!product!placements!that!can!be!seen!today!are!subtle!in!nature,!therefore,!
they!do!not!distract!the!viewers’!substantial!attention!from!the!main!content!of!the!program!or!
film.! Eventually,! the! viewer! may! believe! that! this! placement! has! been! incorporated! by! the!
producers!of!the!content!themselves!and!not!by!the!marketers,!with!the!sole!aim!of!promoting!
their!products.!This!increases!the!credibility!of!the!placement!as!well!as!of!the!product!itself!in!
the!minds!of!the!audience.!
!
Secondly,! entertainment! programming,! like! television! today,! is! combined! with! the! internet!
which!may!facilitate!a!viewer!to!buy!a!product!by!simply!pointing!their!remote!to!it,!when!they!
see!it!as!a!placement!onscreen.!This!will!increase!the!suitability!of!making! purchases! and! will!
also!increase!the!role!of! product! placements!leading!to!such!purchases! and! brand!awareness.!

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With! this! development,! product! placement! may! become! a! dominant! marketing! strategy!
tomorrow.!
!
Product! placement! is! a! marketing! strategy! that! advanced! a! few! decades! ago.! However,! the!
advantages! of! product! placements! have! lead! professionals! and! various! companies! to! involve!
themselves!in!product!placement!activities!to!obtain!various!levels!of!productivity.!One!of!the!
major! differences! of! product! placement! in! television! and! films! as! compared! to! other!
advertising!media! is! the! significance! of! factors,! such! as!setting!and!environment!within!which!
the!product!is!displayed!or!demonstrated.!
!
REVIEW%OF%LITERATURE%
Product! placement! as! an! advertising! tool! has! been! extensively! explored.! Belch! and! Belch!
(2004)!indicated! in! their!study! that! product!placement! is! most! effective! when! it! is! used! in! a!
combination!with!marketing!communication!methods,!for!example!integrating!all!the!strategic!
approach! and! coordination! of! the! different! communication! functions! together.! The! main!
purpose! of! this! integration! is! to! avoid! duplication.! Gillespie,! Joireman,! and! Muehling! (2012)!
specified!that!the!major!portion!of!the!previous!study!on!product!placement!has!tried!to!study!
the!impact! of! product! placement! on! consumer! attitude! and! product! (Balasubramanian,! Karrh,!
and!Patwardhan,!2006;!Karrh,!1998).!Past!research!studies!discovered!normative!influence!on!
product!placement!effects!(Noguti!and!Russell!2014).!!
!
Product! placement! is! also! known! as! brand! placement! depending! on! the! situation! where! the!
product!or!brand!has!been!emphasised!(Karrh,!1998).!If!we!analyse!more!closely,!now!Product!
placement! has! moved! very! close! to! conventional! marketing! domain! as! customers! are! more!
marketing!savvy!and!even!the!method!has! become! very!noticeable.!Product!placement!is!also!
used! with! alike! objectives! as! advertising,! such! as! greater! than! before! awareness,! interest,!
target! to! purchase,! and! altered! behaviour,! but! with! different! viewpoints.! Among! the! various!
uses! of! product! placement! in! different! kinds! of! media,! several! studies! have! talked! about! the!
impact!of!product!and!brand!placement!in!movies.!The!effects!of!product!placement!have!been!
observed!by!several!studies!in!a!traditional!setting!(Nelson!and!Deshpande,!2013),!to!discover!
the! financial! growth! of! product! placement! in! movies! (Karniouchina,! Uslay,! and! Erenburg,!
2011),!and!placement! setting! and!obviousness!(Wiles! and! Danielova,!2009).!There! have!been!
many!other!types!of!research!that!have!measured!the!effects!of!product!placement!in!television!
shows!(Gillespie,!Joireman,!and!Muehling,!2012;!Hackley!and!Tiwsakul,!2012)!and!video-game!
advertisements! (Hang,! 2014).! Previously,! studies! have! been! undertaken! to! determine! the!
effects! on! consumers! of! product! placements! (Auty! and! Lewis,! 2004;! Russell! 2002,! cited! in!
Noguti!and!Russell,!2014)! by! highlighting! the!on-going! decrease! in! television! viewership! with!
the! increase! in! digital! media.! It! is! also! debatable! that! these! days! the! impact! of! traditional!
marketing! efforts,! like! advertising! –! on! TV,! on! radio,! or! on! print! media! –! is! continuously!
decreasing! due! to! social! and! technological! changes,! which! includes! the! consumers’! growing!
dislike!of!obvious!advertising!or!increase!in!the!use!of!DVDs!and!digital!platforms,!allowing!the!
consumers!to!easily! avoid!the! ads! being!aired! on!TV! (Lawrence,! 1989;!Alwitt! and!Prabhaker,!
1994;! Zazza,! 2002;! Mack,! 2004).! Various! studies! have! also! recognised! the! usefulness! of!
product! placement! with! regard! to! recognition! (Brennan! and! Babin,! 2004),! recollection! and!
approach!(Gupta!and!Gould,!1997).!
!
The! theory! of! reasoned! action! (TRA),! says! that! a! person’s! beliefs! about! the! expected! results!
will!affect!the! setting! up!of! attitudes! that!in!turn! will!affect!the! behavioural!intentions!(Ajzen!
and!Fishbein,!1980).!Encoding!variability!theory;!establishes!that!reciting!a!product!placement!
with! small! changes! can! increase! the! viewer’s! memory! of! the! product! (Singh,! Mishra,!

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Bendapudi,! and! Linville,! 1994)! and! provide! learning! through! the! recurrence! of! product!
placement.! Increasing! media! exposure! also! influences! consumers’! attitudes! and! behaviours!
through!product!placement!(Johnstone!and!Dodd,!2000).!
*
Brand!awareness! includes!two! factors-! brand!recognition! &! recall;!and! procurement! and!the!
utility! of! a! product.! ! Brand! recognition! and! recall! represent! the! depth! while! the! buying! and!
usage!practices!of!a!product!represents!the!breath.!Brand!image!impacts!how!customers!relate!
themselves! with! a! brand,! which! positively! should! be! strong! (relevance! and! consistency),!
favourable! (desirability! and! deliverability),! and! unique! (points-of-parity! and! points-of-
difference)! (Keller,! 2008).! Brand! attitudes! eventually! decide! the! consequences.! For! example,!
brand!loyalty!represents!less!exposure!to!catastrophes!and!rival!engagements,!larger!margins,!
more!elasticity!to!decrease!in!price!(gaining!more!customers)!and!more!inelasticity!to!increase!
in! price! (losing! fewer! customers),! better! opinions! regarding! the! product,! opportunities! for!
outspreading!the! brand,!greater! trade!cooperation! (value! chain),! licensing! opportunities,! and!
increased! marketing! communication! effectiveness! and! efficiency! (Keller,! 2008).! The!
Associative! Network! Memory! Model,! is! a! model! for! understanding! how! product! placement!
works!(Anderson,! 1983;!Wyer!and!Srull,!1989).!In!the!model,!recall!represents!the!process!by!
which!an!individual!identifies!the!product!from!memory,!while!recognition!refers!to!being!able!
to!differentiate! the!product! from! another! (Johnstone! and!Dodd,! 2000).! Here,! memory! can!be!
seen!as! a! grid!of! nodes! and! connecting! links,! in! which! the!nodes! representing! blocks!of! data!
and! links! represent! the! connections! between! one! piece! of! information! and! another.! The!
information!may!be!verbal,!visual!or!contextual!in!nature!(Keller,!2008).!There!is!also!a!study!
by! Janiszewski,! Noel,! and! Sawyer! (2003),! which! looked! into! the! relationship! between!
advertising! repetition! and! consumer! memory,! signifying! that! “understanding! how! different!
types! of! repeated! ads! are! received! and! remembered! can! provide! insight! into! how! to! make!
advertising! more! real”! (Janiszewski,! Noel,! and! Sawyer,! 2003).! It! was! discovered! that! a!
repetition!of!advertisements,!along! with! strategic!product!placement,!will! form!a!reminder!in!
the! mind! of! consumers,! which! will! lead! to! brand! awareness! (Belch! and! Belch,! 2004).! Also,!
increasing! media! exposure! increases! the! chances! of! subconscious! influence! from! product!
placements.! (Johnstone! and! Dodd,! 2000).! Therefore,! consumers! learn! by! seeing! the!
protagonist’s!behaviours!leading!to!the!required!results,!thereby!‘experiencing’!the!product!or!
brand! featured! in! a! movie,! TV! program,! or! video! game! (Balasubramanian,! 1994).! A! suitable!
example!would!be,! Matthew!McConaughey’s!portrayal! of!Brandon!Lane! in!the!movie,! Two$for$
the$Money$-$!getting!a!Mercedes!SL600!to!underline!his!new!job!position.!Such!instances!could!
function! as! a! stimulus,! which,! if! complementary! with! the! consumer’s! self-image,! can! inform!
and! reinforce! the! social! status! of! a! consumer! aspiring! to! emulate! the! character! displayed.!
(Markin,!1979).!
Product placements that are displayed in movies as well as on television shows grab the attention of
the viewers and helps in creating an acceptance for the brand. It eventually leads to brand recall
among the consumers while they are shopping and deciding what to purchase. Also, they find out
about the other factors that are connected and contribute to product placement which includes
celebrity endorsements, references, and emotions. The objective of this study is to identify if product
placements affect consumers buying decisions, and how. The research methodology was completed
by using 104 respondents who were targeted with a questionnaire with 39 questions about how
product placements influenced brand recall. (Sharma & Nayak, March 2015)
Today, all the big brands want to place their products and reach out to their potential customers with
the help of mass media. This helps them not only to reach out to a large number of people but also to
make a deep and long lasting impact. This article brings out the effectiveness and the impact of
repetition of product placements in movies and television. It compares the repetition of the product

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placements that are bold in nature, with the ones that are subtle. The article brings out the kind of
attitude that people have towards highly repetitive product placement ads and compares them to how
people react to the less repetitive product placement ads. It has been found that repetition of
strong/bold brand placement ads have a negative impact on the attitude that the consumers show
towards the brand. On the other hand, subtle placement ads have a positive impact on the brand
attitude of consumers. Also, the marketers should evaluate all the available options for placing their
products as its repetition will have a huge influence of the brand on the attitudes of consumers.
(Homer, 2009)
(Taejun, Yongjun, & Federio, 2011) in their article investigates into the attitudes of the US and
Korean students towards product placements via three media i.e. films, TV shows, and songs. They
also look into the level of acceptability that the students were found to hold towards the product
placement ads depending on the type of media and the nature of the placements. In order to retain the
results, an online survey of 471 college students in Korea and US was taken. Korean students were
found to more strongly support the government interferences than the American students. The
cultural differences were also reflected in the acceptability of the students for the product
placements. Here the weak point is that only two countries were taken to show the difference
between the various kinds of product placements. The findings also showed that more caution is
needed while putting forth a product placement in Korea than in the US.
(Habil, 2015) talks about the indicators and methodologies that are available to the researchers and
marketers in order to evaluate product placement shown in a film or a TV show. The first
methodology focuses on how a specific placement is perceived as a media appearance. Here, the
following factors are considered: number of brand placements, duration of brand placements, full or
partial placements, active or passive placements, measuring effectiveness at the consumer level,
social media buzz, eye tracking tests, and costs incurred. The broader approach involves the
marketing and communication impacts and effectiveness. This approach is measured with the
following factors: raising awareness, brand recall, image development, expansion of target audience,
development of positioning, internal marketing etc. These methods are not widely acceptable today
because they are new, however, they cover all aspects that are useful in theory and in practice. To
measure the effectiveness of product placement in Hindi movies as compared to Hindi TV shows. As
advertisers are shifting these ads from commercial breaks to product placements in films, they
showing that it is the right time to find out which medium and platform (films or tv shows) is more
effective in promoting the brand. Data was collected with the help of a questionnaire. Responses
were collected from 250 students pursuing their post-graduation who watched Hindi films and TV
shows. The research article provides useful results for practitioners such as media planners,
advertising agencies, brand managers, film script writers and producers for increasing the positive
impacts of their product placements. (Patel & Chauhan, April 2013)
Product Placements are seen to be strongly emerging as a method of marketing communication
today. However, a lot of doubts can be raised about the advantages, disadvantages, effectiveness and
impacts of product placements. This article explores the pros and cons of product placement as a
marketing strategy. It highlights the ways in which product placement helps to create higher value
and impact on the viewers as compared to other types of promotions. In researcher opinion, too
product placements can be more effective as compared to other forms of promotions, as today there
are new ways to capture audience attention with the advancement in technology people are being
able to ignore or skip commercials/advertisements which are put forth by other media. The study to
evaluate product placement as a marketing communication strategy was also undertaken in the US.
(Soba & Aydin, 2013)

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The article explores the impact on viewing advertisements and product placements on television and
how they impact consumption behaviours and perceived body images. It shows that the effect is
dissimilar for males and females. It does not influence the consumption behaviour of males. On the
other hand, it increases self-disagreement, which eventually leads to an alteration in consumption
behaviour. However, for both sides, it increases body dissatisfaction. To obtain the required results, a
questionnaire was used for a sample of 241 students with 58.8% females. (Eised & Moller, 2006)
Product Placement as a marketing tool is majorly used to increase attention, interest and give rise to
the purchase motive of the potential consumers. Taking various applications of product placements
in automobile brands, the article examines product placements via various forms of media to create
familiarity, awareness and to influence the purchase intentions of the consumer. It discovers how
brand awareness and brand familiarity from such product placements affect brand image and how
this brand image, in turn, affects the purchase intentions of consumers. For this study, the data was
collected with the help of a survey and quantitative analyses were used to test the hypotheses.
(Guennemann, 2014)
The article talks about how youngsters perceive the commercial breaks and the product placements
shown during reality shows. The article takes three aspects into consideration which includes the
extent to which youngsters watch reality shows and the extent to which they remember the products
advertised during the commercial breaks and product placements during the show. While it is said
that commercial breaks have a larger impact, the majority of people skip these breaks and are yet
able to retain the product placements viewed during the show. (Mircea & Elena, 2015)
The popularity of product placements, as a practical alternative to traditional commercials, has been
increasing rapidly. The aim of this paper is to mainly focus and analyze product placements within
movies, television programmes and video games. Researches were undertaken in the US
investigating product placement showed that effectiveness through memory related measures and
consumer attitudes control product placements. However, studies investigating effects of product
placement on measures besides the ones that influence memory and attitudes are exceptionally rare.
A total of 73 academic studies on product placement yielded invaluable results and implications of
showcasing product placements on each medium. (Karışık, 20 Years of Research on Product
Placement in Movie, Television and Video Game Media, 2014)
*
There!have!been!a!number!of!studies!done!before!on!the!impact!of!product!placements!on!the!
attitudes!of!the!viewers.!However,!the!Research!Gap!that!can!be!seen!here!is!how!people!relate!
to!a!product!after!being!exposed!to!a!product!placement!and!how!a!product!placement!affects!
the!consumer’s!brand!awareness!and!buying.!The!research!undertaken!focusses!on!this!aspect.!
It!has!been!tried!in!finding!out!if!consumers!make!purchase!decisions!on!the!basis!of!a!product!
placement,!if!they!are!able!to!recall!a! product!placement!while!making!a!purchase,!if!they!find!
product! placements! disruptive! as! a! consumer! and! if! watching! more! reality! shows! (as! they!
include!more!product!placements)!affects!their!buying!behavior.!!
RESEARCH*METHODOLOGY*
Objectives*of*the*study*
• To!explore!the!degree!of!brand!awareness!created!by!product!placements!in!the!minds!
of!the!viewers!!
• To!determine! the! effect! of! product!placements!on!the!buying!and!consumption!pattern!
of!the!viewers*
H1:! Product! Placements! endorsed! by! celebrities! have! a! substantial! impact! on! the! brand!
awareness!of!the!viewers.!
!

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H2:!Product!Placements!in!electronic!media!influence!consumer!buying!behaviour!!
Sample%Size%%
A!sample!size!of!170%participants!have!been!undertaken!for!this!research.!!
The!target!sample!includes!respondents!from!both!genders!ageing!from!18-50!years!as!this!age!
group! is! the! most! exposed! to! television! and! film! viewing.! This! will! also! give! us! an! idea! how!
different!age!groups!get!affected!by!various!product!placements.!!
DATA%ANALYSIS%
This!section!details!out!the!various!steps!taken!for!data!analysis!and!their!respective!outcomes.!
The! technology! used! are! R! (3.3.2)! and! RStudio! (1.0.44).! The! Library! used! for! analysis! are!
“random!Forest”!and!“arules”.!
Data%Understanding%and%Preparation%
The! survey! data! has! been! acquired! from! the! different! locations! (Bengaluru,! Chennai,! Delhi,!
Mumbai)!and!through!various!different!channels!(Email,! online! survey,!hard!copy!form).!!The!
questionnaire!consists! of! demographic! (1-2),!frequencies! (3-5)! of! watching! movie! or! TV! and!
the! rest! are! based! on! brand! impact! except! the! last! point! (19)! which! is! a! derived! score.! The!
answer!has!been!obtained!in!a!5!points!Likert!scale.!The!question!type!and!data!dictionary!are!
listed!in!the!following!table.!!
!

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*+,-./010
2340
5.+)6%.70
8&77&9'0
!"69)0
*$#.0
*"#0:+-6.70
13 0
Gender!
0!
factor!
Female,!Male!
;3 0
Age!
0!
factor!
20-29,! 30-39,! Under!
20,!Above!50,!40-49!
<3 0
How!often!do!you!watch!films!every!month!
0!
intege
r!
Min:! 0,! Max:! 30,!
Mean:!6.71!
=3 0
!
!
!
!
>3 0
How!often!do!you!watch!TV!shows!every!month!
0!
intege
r!
Min:! 0,! Max:! 30,!
Mean:!18.29!
?3 0
Do!you!watch!reality!shows!on!television!
0!
logica
l!
NA!
@3 0
Are! you! aware! of! Product! Placements! in! films! and!
Television!
0!
logica
l!
NA!
A3 0
I! have! no! problems! with! product! placements!
appearing!in!television!and!films!
0!
factor!
3,!1,!2,!5,!4!
B3 0
The!presence!of!branded!products!in!movies!and!TV!
make!it!more!realistic!
0!
factor!
2,!3,!1,!5,!4!
1C3 0
I!like! to! see!product! placements! in! my! favorite!film!
or!TV!show!
0!
factor!
3,!2,!1,!4,!5!
113 0
Product! Placements! do! not! damage! my! opinion!
against!a!brand!or!product!
0!
factor!
3,!2,!4,!1,!5!
1;3 0
I! do! not! have! a! problem! when! a! brand! is! very!
noticeable!in!a!movie!or!TV!show!
0!
factor!
5,!4,!3,!2,!1!
1<3 0
Product!Placements!are!more!acceptable!when! they!
are!hard!to!notice!
0!
factor!
3,!2,!1,!4,!5!
1=3 0
I! prefer! when! for! example! a! character!is! shown!
driving!a!BMW! without!the! brand! being! mentioned!
or!focused!upon!
0!
factor!
1,!2,!3,!4,!5!
1>3 0
I!prefer! when! product! placements! are! a! part!of! the!
storyline!
0!
factor!
3,!2,!1,!4,!5!
1?3 0
I! get! positively! influenced! by! a! product! placement!
when!my!favorite!celebrity!is!associated!with!it!
0!
factor!
3,!2,!1,!4,!5!
1@3 0
I! get! inclined! to! buy! a! product! when! I! see! it! in! a!
movie!or!TV!show!
0!
factor!
3,!2,!1,!5,!4!
1A3 0
I!frequently!buy!brands!that!are!placed!in!TV!shows!
and!films!
0!
factor!
3,!4,!2,!5,!1!
1B3 0
I!can!easily!recall!a!product!placement!while!making!
a!purchase!
0!
factor!
2,!3,!1,!4,!5!
;C3 0
Brand!Awareness!Score!
0!
nume
ric!
Min:! 1.5,! Max:! 4.33,!
Mean:!2.78!
0
D+)+0D&E)&"9+%$0
To! understand! the! distribution! of! data,! exploratory! data! analysis! has! been! done! for! each!
question! individually! and! in! the! combination! with! other! questions.! The! graphs! (only! a! few!
have!been!pasted!here)!have!been!given!below.!
!
The!following!graph!is!for!Age!and!with!an!average!value!of!“Brand!Awareness!Score”.!The!first!
graph!illustrates!that!maximum!count!(around!80)!of!responses!are!in!age!range!20-29!and!for!
the!rest! of! the! age! range! the!count!is!around!20.!The!distribution!is!right-skewed.!The!second!
graph!illustrates!the!age!with!respect!to!“Brand!Awareness!Score”.!The!highest!mean!score!(3)!
is! given! by! age! range! 40-49! and! lowest! mean! score! (2.5)! is! given! by! the! age! under! 20.! *(.0
"F.%+--0G.+90&70G"%.0"%0.H6+-0)"0;3>07&'9+--&9'0)(.0#"7&)&F.0)%.9I730

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163-179'
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%
Figure:%1%
Count%of%Age%and%with%average%value%of%“Brand%Awareness%Score”%
o Similarly,! all! features! have! been! analysed! individually! and! with! respect! to! response!
variable,!“Brand!Awareness!Score”.!
!
o The! following! graph! shows! the! Age! and! Gender’s! distribution! with! each! other.! A!
maximum! number! of! responses! are! from! Female.! In! both! genders,! the! count! of!
respondents!is!higher!in!the!age!range!of!20-29.!
Figure:%2%
Distribution%of%Age%with%Gender%
o In!this!way,!all!demographic!features!were!analysed!together.!
o All!questions’!responses!were!analysed! with!other!questions’!responses.!The! following!
graph!is! one! of!the! ! example.! The! first! graph! illustrates!that! the! maximum! number! of!
respondents!have!chosen!5!“Highly!Agree”!for!a!question!“I!do!not!have!a!problem!when!
a!brand!is!very!noticeable!in!a!movie!or!TV!show”.!The!same!respondents!have!chosen!3!
“Neutral”!for!the!question!“Product!Placements!are!more!acceptable!when!they!are!hard!
to! notice”.! The! second! graph! illustrates! that! a! maximum! number! of! respondents! are!
chosen!3!“Neutral”!for!a!question!“Product!Placements!are!more!acceptable! when! they!
are!hard!to! notice”.! The!same! respondents! have!chosen!3! “Neutral”!for!the! question!“I!
prefer! when! for! example! a! character! is! driving! a! BMW! without! the! brand! being!
mentioned!or!focused!upon”.!

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Vol.5,!Issue!2,!February-2017!
Figure-:-3-
Distribution-of-two-other-question’s-response-with-other-question’s-response-
o Similarly,!each!question!was!analysed!with!respect!to!the!other!questions.!
o The! distribution! of! each! independent! and! dependent! variables! were!analysed.! The!
distribution!of!Brand!Awareness!score!is!Normal!and!box!plot!shows!few!outliers.!
Figure-:-4-
Distribution-of-Brand-Awareness-Score-
Similarly,!distribution!of!each!variable!was!analyzed.!One!of!the!variable!distribution!is!shown!
below.!The!first!graph!shows!that!distribution!of!respondents!is!right!skewed!for!the!question,!
“How!often!do!you!watch!films!every!month”!
!
-
-
-
-
-

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Figure%:%5%
Distribution%of%another%question’s%response%
Modeling%
o Data! is! now! cleaned,! transformed,! analyzed!and! ready! for! modelling.! First,! we! have!
build! a! model! to! assess! the! importance! of! each! individual! feature! on! the! dependent!
variable! “Brand! Awareness! Score”! and! then! the! combination! of! features! on! the!
dependent! variable,! “Brand! Awareness! Score”! is! measured! using! Association! Analysis!
technique.!
o To! assess! the! importance! of! each! individual! feature,! all! independent! variables! (1-18)!
have!been!transformed!and!scaled!as!per!the!algorithm’s!requirement.!The!distribution!
of!many!independent!variables!are!nonlinear!and!hence!Random!Forest!from!“R”!will!be!
used! to! identify! the! important! features! on! the! dependent! variable! “Brand! Awareness!
Score”.!
o To!assess!the!importance!of!the!combination!of!features,!all!independent!variables,!and!
the!dependent!variable!have!been!transformed!in!categories!so!that!the!outcome!can!be!
read!smoothly.!The!transformation!has!been!done!as!follows.!
!
o fbFeatures\Transformed!Value%
o Low%
o Medium%
o High%
o How!often!do!you!watch!films!every!month%
o <=!2!
o >2!and!<!8!
o >=8!
o How! often! do! you! watch! TV! shows! every!
month%
o <=!6!
o >!6!and!<!22!
o >=!22!
o Brand!Awareness!Score%
o <=!2!
o >2!and!<!3.5!
o >=3.5!
Table%:%2%
Transformed%value%for%Association%Analysis%
%
The! Association! Analysis! is! built! with! support! 30%! and! confidence! 80%! and! with! minimum!
length!3!
!
%

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OUTCOMES0
The!degree!of!importance!on!dependent!variable!“Brand!Awareness!Score”!is!illustrated!in!the!
following!table.0
Feature0Name0
IncMSE0
IncNodePurity0
I! get! positively! influenced! by! a! product! placement! when! my!
favorite!celebrity!is!associated!to!it0
17.02!
8.62!
The!presence!of!branded!products!in!movies!and!TV!make!it!more!
realistic0
16.39!
8.68!
I! get! inclined! to! buy! the! product! when! I! see! it! in! a! movie! or! TV!
show0
14.22!
7.7!
I! have! no! problems! with! product! placements! appearing! in!
television!and!films0
11.19!
3.59!
I!can!easily!recall!a!product!placement!while!making!a!purchase0
10.48!
4.22!
I!frequently!buy!brands!that!are!placed!in!TV!shows!and!films0
7.15!
2.37!
Product! Placements! are! more! acceptable! when! they! are! hard! to!
notice0
6.05!
1.42!
I! prefer! when! for! example! a! character! is! shown! driving! a! BMW!
without!the!brand!being!mentioned!or!focused!upon0
6.03!
1.03!
I!prefer!when!product!placements!are!a!part!of!the!storyline0
5.9!
1.3!
I!like!to!see!product!placements!in!my!favorite!film!or!TV!show0
5.89!
1.16!
I! do! not! have! a! problem! when! a! brand! is! very! noticeable! in! a!
movie!or!TV!show0
5.64!
1.19!
Product!Placements!do!not!damage!my!opinion!against!a!brand!or!
product0
5.22!
1.17!
How!often!do!you!watch!films!every!month0
4.2!
0.67!
Are!you!aware!of!Product!Placements!in!films!and!Television0
2.2!
0.19!
Age0
0.14!
1.16!
Do!you!watch!reality!shows!on!television0
0!
0.19!
Gender0
-0.77!
0.15!
How!often!do!you!watch!TV!shows!every!month0
-0.96!
0.39!
Table0:030
The0outcome0of0Random0Forest0Model0showing0importance0of0features0
0
o As!per!the!standard!definition,!the!IncMSE!is!the!most!robust!and!informative!measure.!
It! is! the! increase! in! MSE! of! predictions! (estimated! with! out-of-bag-CV)! as! a! result! of!
variable! j! being! permuted! (values! randomly! shuffled).! The! higher! number,! the! more!
important!

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o As!per!standard!definition,!the!IncNodePurity!relates!to!the!loss!function!which!by!best!
splits!are! chosen.!The!loss!function!is!MSE!for!regression,!as! the!case!here.!More!useful!
variables! achieve! higher! increases! in! node! purities,! that! is! to! find! a! split! which! has! a!
high!inter!node!'variance'!and!a!small!intra!node!'variance'.!
!
Figure%:%6%
The%outcome%of%Random%Forest%in%Tree%structure%
THE%OUTCOME%OF%ASSOCIATION%ANALYSIS%
Items%
Support%
• Gender!=!Female%
• Do!you!watch!reality!shows!on!television%
• Brand!Awareness!Score!=!Medium%
0.34!
• Do!you!watch!reality!shows!on!television%
• Are!you!aware!of!Product!Placements!in!films!and!Television%
• Brand!Awareness!Score!=!Medium%
0.31!
Table%:%4%
Top%2%questions%that%going%together%
The!above!is!depicted!in!the!following!graph.
%

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Figure-:-7-
Outcome-of-Association-Analysis-
The!questions!“I!get!positively!influenced!by!a!product!placement!when!my!favorite!celebrity!is!
associated! with! it”! and! “The! presence! of! branded! products! in! movies! and! TV! make! it! more!
realistic”!have!the!highest!impact!on!Brand!awareness.!!It!was!further!observed!that!questions!
“Do!you!watch!reality!shows!on!television!and!“Are!you!aware!of!Product!Placements!in!films!
and!Television”!have!a!similar!response!from!most!of!the!people.!
!
As!per!responses!were!analysed!from!the!multiple!advance!Analytics,!we!can!infer!that!Product!
Placements!endorsed!by!celebrities!have!a!substantial!impact!on!the!brand!awareness!of!the!!
viewers!as!well!as!their!buying!behaviour.!
!
Hence,! the! alternative! hypothesis! have! been! accepted!with! the! given! evidence! from! the! data!
and!null!hypothesis!have!been!rejected.!
-
CONCLUSION-
The! responses! are! maximum! from! female! gender! and! in! both! gender! age! range! 20-29! is!
dominating.! The! overall! mean! is! equal! to! 2.78! that! signals! a! positive! trend.! The! Analysis!
happened!from!multidimensional!as!well!as!with!other! questions’! responses.! The!distribution!
of!Brand! Awareness!score! is!Normal! with!few! outliers.!It! means!that! general! responses! have!
some! consistent! trends.! The! top! three! important! responses! impacting! “Brand! Awareness!
Score”! are! “I! get! positively! influenced! by! a! product! placement! when! my! favorite! celebrity! is!
associated! with! it”,! “The! presence! of! branded! products! in! movies! and! TV! make! it! more!
realistic”!and!“I! get! inclined!to!buy! a!product!when! I! see!it!in! a!movie!or! TV! show”.!The!least!
important!features!are!“Age”,! “Do!you!watch!reality! shows!on!television”,! “Gender”! and!“How!
often! do! you! watch! TV! shows! every! month”.! ! The! question,!“I! get! positively! influenced! by! a!
product! placement! when! my! favorite!celebrity! is! associated! with! it”! and! “The! presence! of!

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branded!products!in!movies!and!TV!make!it!more!realistic”!have!the!highest!impact!on!Brand!
awareness.!!It!was!further!observed!that!questions,!“Do!you!watch!reality!shows!on!television!
and! “Are! you! aware! of! Product! Placements! in! films! and! Television”! have! similar! responses!
from!most!of!the!people.!
!
As! we! see,! the! concept! of! product! placements! is! not! only! growing! at! a! fast! pace! but! also!
growing!popular!among! the!masses.! Marketers! prefer!using! product! placements!in! TV! shows!
especially!because!people! mostly! tend! to!skip!the!commercial!break!during!the!shows.!Today,!
people!take!notice!of!these!brands!and!products!while!watching!films!or!TV!shows.!Some!may!
ignore! it! knowing! that! it’s! just! a! promotional! strategy.! However,! they! are! also! now! slowly!
becoming! positively! influenced! by! such! product! placements.! They! prefer! such! placements!
when!they!are!incorporated!well! into! the!storyline!or!when!they! see!their!favorite!celebrities!
using!it.!They!prefer!it!when!these!product!placements!are!hard!to!notice!or!when!they!do!not!
distract!them!from!the!storyline.!Therefore,!marketers!need!to!bring!out!unique!ways!to!grab!a!
viewer’s! attention! towards! their! product! placements! without! causing! disturbance! to! flow! of!
the! plot.! Otherwise! the! brand/product! may! leave! a! negative! impression! in! the! minds! of! the!
viewers.!Marketers! also! need! to! realize! the! potential!of! these!product! placements.!As! we!can!
notice!from!the! findings! of!this!study! most! people!do!get! inclined!to!buy! products! when!they!
see! it! as! product! placements.! However,! most! of! theseare! not! resulting! into! purchases! as! of!
now.! Also,! viewers! may! not! be! sure! if! their! purchases! are! being! influenced! by! the! product!
placements!they! see!or!by!other!advertising!media.!Therefore,!these!product!placements!have!
immense!potential! to! influence! the! viewers,!and! marketers! need!to! adopt! strategies!to! make!
optimum!use!of!product!placements,!which!in!turn!will!boost!the!sales!of!the!company.!
Limitations%of%the%study%
• Product!Placements!are!minimal!in!Indian!fictional!show!
• People!may!misunderstand!TV!commercials!as!product!placements!on!television!
• Product!placements!can!easily!be!seen!as!disruptive!marketing!tools!
• A!sample!of!170!respondents!may!be!very!less!for!the!study!
!
Scope%for%Further%Study%
The!response! count! may! be! increased! and! outlier! may! be! removed! or!substituted! by! max!or!
min!values.! The! same!impact! should!be! looked!for! in! other!media! (Facebook,!Twitter,! Day! to!
day!formal!or!informal!discussion).!
!
For! further! studies,! a! detailed! research!could! be! done! with! regard!to! what! kind! of! product!
placements!are!impactful!on!the!viewers!and!what!elements!cause!disturbance!to!the!viewers.!
This! may! also! include! the! variables!that!are! strong! enough! to! induce! viewers! to! buy! the!
product,!which!is!shown!as!a!product!placement.!Also,!care!needs!to!be!taken!as!to!avoid!what!
the! viewers! find! completely! inappropriate! to! watch! onscreen.! This! may! include! a! study! on!
their! culture! and! traditions! as! well.! A! study! could! also! be! done! on! the! various! advertising!
media! that! induce! consumer! purchases! and! how! much! of! these! purchases! are!induced! by!
product! placements! in! films! and! television.! This! study! may! help! marketers! to! develop! new!
kinds!of!product!placements,!which!are!more!influential!in!nature.!
!
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