Product placement in reality shows and its Influence on audience in brand recalls and Purchase decision in pune city”

“Product placement in reality shows and its Influence on audience in brand recalls and Purchase decision in pune city”

By

Vinay pandey PGP in mass communication

Roll no.-11033

Index Table

1. Introduction

2. Statement Of The Problem

3. Objective Of The Study

4. Methodology

5. Discussion And Analysis

6. Finding Of The Study

7. Conclusion

8. Recommendation

1.Introduction• Indian television industry-The Indian television industry, consisting of

television distribution, advertising and content, has reported a compounded annual growth rate (CAGR) of ~13.8% over the period 2005-2010 increasing to Rs. 26,550 crore, according to industry estimates.( according to FICCI report)

• Television categorizing into genre- GECS-Colors, Zee TV, Sony, Star Plus, and Imagine. News and infotainment channel-, CNBC TV18, Zee News, NDTV Profit, and

Aaj Tak Music channel-MTV, Channel V, 9XM, and ETC Movie channel-Set Max, Zee Cinema, Star Gold, and UTV Movies Sports channel- Ten Sports, ESPN, Star Cricket, and Neo Sports Specialty or niche channel- Travel & Living, Showbiz, Home Shop 18, and

Aastha TV.

Defining Product PlacementAccording to Schneider (2005), Balasubramanian (1994, pg 31)

made one of the first attempts to define brand placement, as ”a paid product message aimed at influencing movie (and television) audiences via the planned and unobtrusive entry of a branded product into a movie (or television program)”.

Type of product placement

1.Passive placement- Indian idol 1 and rejoice shampoo

2. Active placement- L'Oreal on jassi jaisi koi nahi

3. Hyperactive placement- Indian idol 2 and Pepsi cafe chino

The Work on Effectiveness of Product Placement

Gould et al. (2000) found that people claimed they would buy the brands shown in movies, this does not prove that they will actually do so. On the other hand, Heath and Hyder (2006) found that consumers were affected by adverts to which they claimed they had not been exposed. As we also noted with consumers’ attitude toward product placement, very little work has been done in measuring its effectiveness. Some studies have measured the effectiveness through the audience’s memory of brands

• Memory System-The memory system is key to the understanding of the influence that product placements

have on the audience , because research has shown that the memory system strongly influences buying decisions (Vakratsas and Ambler, 1999).

Making Decisions-

An early model for how decisions influenced by feelings and emotionswere believed to be done (Adapted from the ”Typical information-processing modelof affect.”-figure of Zajonc (1980, p153

Measuring Effectiveness- Effectiveness can be defined in a number of different ways,

depending on the overall goal of the placement. This fact was noted by Law and Braun (2000, p1059), who state, ”little is known about its [product placement’s] effectiveness nor even how to define and measure such effectiveness”. Some researchers (e.g. Nelson (2002)) claim that increasing awareness of a brand can be an important goal of a marketing campaign and thereby justify their study using memory-based measures (recall and recognition).

Summery of literature review Several researchers have explored consumers’ attitudes toward

product placement in movies/ television. Firstly, they have found that consumers were generally positive toward product placements. Further, it has been shown that different cultures have different views on placements. .However, no studies have explored whether the attitudes vary between cultures and genders, and no studies have investigated the potential link between the attitude toward product placement in reality shows and the buying habits of those players. Hence, it could be the case that controversial placements in reality shows influence consumers equally regardless of whether they like such placements or not. If this is the case, it could be questioned how important consumers’ views on placements are, at least from a marketer’s point of view.

Before the studies on effectiveness of product placement were reviewed, the human brain’s memory function and decision processes were addressed. Through this, it became clear that no single method of testing effectiveness could be claimed to be the best, since it would depend on the overall goal of the marketer's organization and the type of decisions that organizations’ customers typically made. For this reason, studies that have used recall, recognition, attitude change or observed brand preference to test effectiveness were reviewed. Interestingly, it was found that the type of product placement that appeared to be most effective was highly dependent on the method used to measure effectiveness.

For instance, in movies, visual placement was shown to be most effective when recall measures were used, but audio placement was more effective in terms of recognition. Moreover, studies using attitude change reported that the highest attitude change was made when products were placed visually. Unfortunately, nostudies have explored whether visual and audio placements are most effective in terms of observed brand preference.

2.STATEMENT OF THE PROBLEM

This research highlights the basic reasons for placing products and brands in reality shows with special reference to Hindi television reality shows and the influence of these placements as a tool for enhancing the recall value and purchase decision of the brands in the long run.

3. OBJECTIVES OF THE STUDY:

• To find out the frequency of watching reality shows among the audience

• To find out the awareness about product placement in a reality shows among the young Viewers

• To determine whether awareness has influenced the young viewers.

• To discuss the pros and cons of a television producer's decision to associate his/her reality shows

With a particular brand/company

4.METHODOLOGY

• A Sample size of 120 students is considered as the ample size for the study with 70 Number of males and 50 females.

• The data is collected using structured questionnaire.• Judgment sampling is adopted for collecting the sample

elements. The data analysis is Interpreted with the help of statistical tools.

Reality shows for research

For the research, we have taken three reality shows big boss session4, Kaun Banega carorpati session 4 and Mtv rodies. In the big boss, we have considered one product Vodafone for the Research. While in kaun banega carorpati axis bank, Mtv rodies Hero Honda karisma has been taken into consideration. All three reality shows are highest TRP gainer in television industry.

5. DISCUSSION AND ANALYSIS

• 1: Gender wise analysis for frequency of watching reality shows in a month.

3%17%

13%

31%

36%

MaleNone Once Twice Thrice More

10%10%

16%

10%

54%

femaleNone Once Twice Thrice More

6% 16%

15%

23%

40%

TotalNone Once Twice Thrice More

Table No.2: Analysis of awareness about product placement in big boss session 4.

89%

11%

MaleYes No

84%

16%

FemaleYes No

87%

13%

TotalYes No

Table No.3: Analysis of awareness about product placement in kaun banega carorpati season 4.

86%

14%

male

yesno

74%

26%

female

yesno

88%

13%

total

yesno

Table 4 Analysis of awareness about product placement in Mtv rodies .

100%

maleyes no

92%

8%

female

yesno

97%

3%

Total

yesno

Table No.5: Analysis of product recall in big boss season4 i.e. [Vodafone]

60%

29%

11%

male right wrong no idea

46%

38%

16%

femaleright wrong no idea

right54%

wrong33%

no idea13%

Total

Table No.6: Analysis of product recall in Kaun banega carorpati season 4 i.e. [ axis bank ]

60%

29%

11%

maleright wrong no idea

46%

38%

16%

female right wrong no idea

46%

38%

16%

Total right wrong no idea

Table No.7: Analysis of product recall in Mtv rodies i.e.[ hero Honda karizma

100%

Maleright wrong no idea

86%

12%2%

Femaleright wrong no idea

94%

5%1%

Totalright wrong no idea

Table No.8: To influence the audience by including brand-placement product In their reality show is unethical.

11%

23%

46%

20%

Malesrongly agree agreedisagree strongly disagree 17%

22%

33%

28%

Femalestronglyagree agree disagree strongly disagree

17%

22%

33%

28%

Totalstrongly agree agree disagree stronglydisagree

Table No.9: The fact that you saw a celebrity on a reality show using a specific brand will make you choose and purchase the

“famous” brand?

yes36%

no26%

depend39%

male

yes40%

no16%

depend44%

female

yes38%

no22%

depend41%

TOTAL

6. FINDING OF THE STUDY

The major findings of the study are as follows;

• 35.7% male & 38.5% female watch reality shows more than thrice. 44.2%male & 26% female watch reality shows more than once in a month.

• Awareness about product placement in the reality show big boss 4 is 88.5% in case of male while in case of female it is 84%.

• Awareness about product placement in the reality show kbc4 is 85.75 % in case of male while in case of female it is 74%.

• Awareness about product placement in the reality show Mtv rodies is 100% in case of male while in case of female it is 92%

• Analysis shows that right product recall for Vodafone in the reality show big boss season 4 is 60% in case of male while in case of female it is 46%

• Analysis shows that right product recall for axis bank in the reality show kaun banega carorpati season4 is 58.57% in case of male while in case of female it is 44% only.

• Analysis shows that right product recall for Hero Honda karizma in the Mtv rodies is 100% in case of male while in case of female it is 92%.

• Analysis shows that 65.71% male disagree with the statement that stat influence the Audience by including brand-name product in their reality shows is unethical while 56% Female find it ethical.

• 35.71% male purchase the brand placed in the reality shows while 38.57% take other factors into consideration before purchase decision. 40% female purchase the brand placed in the reality shows while 44% take other factors into Consideration before purchase decision.

7. CONCLUSION

• The study has focused on the awareness of product placement in reality shows among youngster in Pune. There is a very good awareness among viewer in Pune. The results show that viewers were generally positive about product placement in reality shows.

• We find that product placements in reality shows are effective. The high recall, recognition and positive attitude scores suggest that brand managers seriously look at product placements in reality show as a new vehicle for reaching to customers.

• The large range of responses suggests that the type of product placement is significant, irrespective of the brand being well known or lesser known. With the growth of professionalism in Indian television and the growing need for less cluttered communication channels, we feel that product placements can emerge as a strong vehicle to communicate to the vast television-viewing population in India.

However, a number of issues need to be kept in mind. Relevance of product to the situation needs to be created: this is possible by incorporating the placement planning at a script level, as practiced by the US film industry. (Turcotte 2002). Respondents expressed concern about the lack of good creative execution.

8. RECOMMENDATION

• The increasing use of product placements in other media like television, books, regional language films and computer games might also be studied, as can long-term memory of product placements. However, a number of issues need to be kept in mind. Relevance of product to the situation needs to be created: this is possible by incorporating the placement planning at a script level. The high failure rate of in India mean that managers are ill

equipped to predetermine if audiences will convert negative attitudes about the movie / reality show into negative attitude towards the brand. As success of product placements is dependent on the success of the reality show and consequently, its reach, it is not possible to evaluate placements from a sales-generation perspective.

APPENDIX I• REALITY SHOWS USED IN THE STUDY WITH RESPECTIVE PRODUCT PLACEMENTSReality shows Product Situation

Big Boss season 4 Vodafone Salman Khan as host is being Sponsored by India’s

second biggest Mobile service

provider Vodafone. Vodafone zoozoo placed

inside the house•

Kaun banega carorpati axis bank after winning minimum 3.20 lack host of

show amitabh bacchan sign axis bank check

Mtv rodies Hero Honda karizma player do their task in HERO

HONDA karizma motorcycle

Appendix 2 QUESTIONNAIRE “PRODUCT PLACEMENT IN REALITY SHOW AND IT‟S INFLUENCE ON AUDIENCE IN BRAND RECALL AND PURCHASE DECISION IN PUNE CITY”1. How many times during a month do you watch reality shows?a) Once b) twice c) thrice d) more2.Was there any product placed in the Big Boss season 4?a) Yes b) no3.Was there any product placed in the Kaun Banega karorpati season 4?a) Yes b) no4.Was there any product placed in the Mtv Rodies?a) Yes b) no5.From the product listed below, please select another product shown in the.Big boss session 4 –a) IDEA b) AIRTEL c) Vodafone d) NONE6.From the product listed below, please select one product shown in the.Kaun Banega Carorpati session 4.a) Axis bank b) ICICI bank c) standard chartered bank d) none

6.From the product listed below, please select one product shown in the movie.Mtv Rodies.a)Bajaj pulsar b) Hero Honda karizma c) Yamaha fz d) Suzuki Please answer the following question by indicating your opinion.

8. I think it is unethical for reality show producers to attempt to influence the audience by including brand-name product in their shows? a) Strongly agree b) Agree c) Disagree d) Strongly disagree

9. You are in the supermarket, trying to choose a brand from a selection. The fact That you saw a celebrity on a Movie/ reality show using a specific brand will make you choose And purchase the “famous” brand? a) Yes b) no c) other factor