PRODUCT PLACEMENT IN FILMS: AN ATTEMPT TO BREAK THROUGH THE CLUTTER

Authors

  • Navsangeet Saini, Dr. Harjeet Singh

Abstract

In a world where mass media are the quintessential tools of communication, marketing has become mandatory for businesses to stay afloat in an increasingly competitive market. Promotion is the key to successful marketing as it has communication with the potential customer at its nucleus. Due to high resilience for traditional advertising amongst the customers, as the traditional tools of promotion struggle to have a desired impact, it is imperative for the marketers to break through the clutter with some innovative and novel methodologies.

 Some of the inventive tools of contemporary marketing communication are Content Marketing, Product placement, Product Integration etc. These methodologies are subtle and received without much resilience or resistance at the receiver’s end. While Content Marketing is not limited to but mostly prevalent through digital media, Product placement/ integration is one of the few forms of advertising that makes innovative use of traditional advertising media. Product placement can be done in TV series, game shows, News programs but the commonest platform for it remains Feature Films. Product Placement in Films is an interesting and increasingly becoming popular mode of promotion these days.

The Hindi Film Industry in India exerts a great mass influence. Films therefore becomes a favourable choice for product placement. The practice of Product Placement in Hindi Films is subtle and has the added advantage of celebrity endorsement as well. Film stars have an iconic status in India and therefore association of a brand with them renders a new lease of life to the brand.

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Published

2020-12-01

How to Cite

Navsangeet Saini, Dr. Harjeet Singh. (2020). PRODUCT PLACEMENT IN FILMS: AN ATTEMPT TO BREAK THROUGH THE CLUTTER . PalArch’s Journal of Archaeology of Egypt / Egyptology, 17(6), 4104 - 4115. Retrieved from http://mail.palarch.nl/index.php/jae/article/view/1646