Asian Journal of Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Product Placement in Bollywood – A Study on Hit Hindi Movies


Affiliations
1 Panipat Institute of Engineering and Technology, 70th km milestone Vill- Pattikalyana, Samalkha-Panipat, Haryana-132102, India
2 Fairfield Institute of Management and Technology, Kapashera, New Delhi, India
     

   Subscribe/Renew Journal


Recognizable brand names appeared in movies from cinema's earliest history, before films were even narrative forms in the sense that they are recognized today. Product placement is an investment for brands trying to reach a niche audience as consumers to focus interest for a particular product. A high cost feature film that has expectations of grossing millions attract many product attention but the film studios has to analyze if a product fits with the image of the film, Movie advertisements are subtle. Every time you see a character in a movie drinking a coke, you can be pretty sure it is an advertisement. Celebrities are both advertising for movies, and advertising for themselves. In the entertainment industry, famous stars are advertisements for a given film, and self-promotion machines. If you see a famous actress in a show, this alone might make you want to see the movie. You may also be inclined to purchase fan type material like T-shirts or dolls or books about these people, who are also in themselves products for consumption in the entertainment industry. In many ways a movie is like a long advertisement for a celebrity, in that if they are entertaining, a viewer will be more inclined to see other movies with this same person starring.

This Research has been significantly done to examine the importance of Marketing and Brand Promotion in the Entertainment Industry, Authors have tried to focus on this aspect with the aid of Three (3) hit Boll ywood Movies.


Keywords

Entertainment, Movies, Brand Promotion, Marketing, Consumer.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Doyle, P. "Brand Positioning Using Multidimensional Scaling", European Journal of Marketing, Vol. 9 (1), (1975): 20-34.

  • Sheinin, D.A. "Positioning brand extensions: implications for beliefs and attitudes", Journal of Product and Brand Management, Vol. 7 (2), (1998): 137-149.

  • Fuchs, C. Diamantopoulos, A. "Evaluating the effectiveness of brand-positioning strategies from a consumer perspective", European Journal of Marketing, Vol. 44 (11/12), (2010):1763-1786.

  • Bhat, S. Reddy, S.K. "Symbolic and functional positioning of brands", Journal of Consumer Marketing, Vol. 15 (1), (1998): 32-43.

  • Ingenhoff, D. Fuhrer, T. "Positioning and differentiation by using brand personality attributes: Do mission and vision statements contribute to building a unique corporate identity?", Corporate Communications: An International Journal, Vol. 15 (1), (2010): 83-101.

  • Bendixen, M.T. "Advertising Effects and Effectiveness", European Journal of Marketing, Vol. 27 (10), (1993): 19-32.

  • Barn, S. "Product placement in Bollywood movies", Marketing Intelligence and Planning, Vol. 27 (7), (2009): 976-980.

  • Nguyen, T.D. Barrett, N.J. Miller, K.E. "Brand loyalty in emerging markets", Marketing Intelligence and Planning, Vol. 29 (3), (2011): 222-232.

  • Austin, B.A. "Cinema screen advertising: an old technology with new promise for consumer marketing", Journal of Consumer Marketing, Vol. 3 (1), (1986): 45-56.

  • Dahlén, M. Granlund, A. Grenros, M. "The consumer-perceived value of non-traditional media: effects of brand reputation, appropriateness and expense", Journal of Consumer Marketing, Vol. 26 (3), (2009): 155-163.

  • Ghosh, A.K. Chakraborty, G. "Using positioning models to measure and manage brand uncertainty", Journal of Product and Brand Management, Vol. 13 (5), (2004): 294-302.

  • Fugate, D.L. "The advertising of services: what is an appropriate role for humor?" Journal of Services Marketing, Vol. 12 (6), (1998): 453-472.

  • Sneed, C.T. Runyan, R. Swinney, J. Lim, H.J. "Brand, Business Mix, Sense-of-Place: Do they matter downtown?" Journal of Place Management and Development, Vol: 4 (2), (2011): 121- 134.

  • Balakrishnan, M.S. Nekhili, R. Lewis, C. "Destination brand components", International Journal of Culture, Tourism and Hospitality Research, Vol. 5 (1), (2011): 4-25.

  • Renard, N. Sitz, L. "Maximising sponsorship opportunities: a brand model approach", Journal of Product and Brand Management, Vol. 20 (2), (2011): 121-129.

  • Hyman, M.R. Sierra, J.J. "Idolizing sport celebrities: a gateway to psychopathology?", Young Consumer: Insight and ideas for Responsible Marketers, Vol: 11 (3) (2010): 226-238.


Abstract Views: 548

PDF Views: 0




  • Product Placement in Bollywood – A Study on Hit Hindi Movies

Abstract Views: 548  |  PDF Views: 0

Authors

Puja Walia Mann
Panipat Institute of Engineering and Technology, 70<sup>th</sup> km milestone Vill- Pattikalyana, Samalkha-Panipat, Haryana-132102, India
Manish Jha
Fairfield Institute of Management and Technology, Kapashera, New Delhi, India

Abstract


Recognizable brand names appeared in movies from cinema's earliest history, before films were even narrative forms in the sense that they are recognized today. Product placement is an investment for brands trying to reach a niche audience as consumers to focus interest for a particular product. A high cost feature film that has expectations of grossing millions attract many product attention but the film studios has to analyze if a product fits with the image of the film, Movie advertisements are subtle. Every time you see a character in a movie drinking a coke, you can be pretty sure it is an advertisement. Celebrities are both advertising for movies, and advertising for themselves. In the entertainment industry, famous stars are advertisements for a given film, and self-promotion machines. If you see a famous actress in a show, this alone might make you want to see the movie. You may also be inclined to purchase fan type material like T-shirts or dolls or books about these people, who are also in themselves products for consumption in the entertainment industry. In many ways a movie is like a long advertisement for a celebrity, in that if they are entertaining, a viewer will be more inclined to see other movies with this same person starring.

This Research has been significantly done to examine the importance of Marketing and Brand Promotion in the Entertainment Industry, Authors have tried to focus on this aspect with the aid of Three (3) hit Boll ywood Movies.


Keywords


Entertainment, Movies, Brand Promotion, Marketing, Consumer.

References