Authors:

Rachna Gandhi, Deepika R. Maru, Akshit P. Sharma

Abstract:

Advertising is a technique and practice used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised. Traditional advertising includes methods such as ads in magazines, newspapers, radio, TV spots and direct mail. With the increase in the competition, the companies are taking the advertising to the next level. Nowadays companies often try many innovative branding strategies to woo their customers. One unconventional tool is product placement, which is becoming an increasingly important way for brands to reach their target audience in subtle ways. Businesses use product placement to increase their sales, brand awareness, and draw in customers. The present study tries to review various product placements in various movies, novels, songs, sports events and tries to understand the typology of such placements and the effectiveness of such embeds. Based on secondary data review and primary analysis of several movies and series, a preliminary understanding of the broad classification of product placements has been developed.

Keywords:

Traditional advertising, unconventional tool, product placement, brand awareness

Vol & Issue:

VOL.14, ISSUE No.Special Issue 1, january 2022