Beruflich Dokumente
Kultur Dokumente
By
Francis Tirkey
Graduation in mass
communication
Roll no.-12321
Index Table
1. Introduction
2. Statement Of The Problem
4. Methodology
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-
Ø GECS-Colors, Zee TV, Sony, Star Plus, and Imagine.
Ø News and infotainment channel-, CNBC TV18, Zee News, NDTV
Profit, and Aaj Tak
Ø Music channel-MTV, Channel V, 9XM, and ETC
Ø Movie channel-Set Max, Zee Cinema, Star Gold, and UTV Movies
Ø Sports channel- Ten Sports, ESPN, Star Cricket, and Neo Sports
Ø Specialty or niche channel- Travel & Living, Showbiz, Home
Shop 18, and Aastha TV.
•
Defining Product Placement
According to Schneider (2005), Balasubramanian (1994, pg 31)
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
4.METHODOLOGY
•
5. DISCUSSION AND ANALYSIS
• 1: Gender wise analysis for frequency of watching reality shows
in a month.
•
Table No.2: Analysis of awareness about
product placement in big boss session 4.
Table No.3: Analysis of awareness about product placement
in kaun banega carorpati season 4.
Table 4 Analysis of awareness about product
placement in Mtv rodies .
Table No.5: Analysis of product recall in big boss season4 i.e.
[Vodafone]
Table No.6: Analysis of product recall in Kaun
banega carorpati season 4 i.e. [ axis bank ]
Table No.7: Analysis of product recall in Mtv rodies i.e.[ hero
Honda karizma
Table No.8: To influence the audience by including brand-
placement product In their reality show is unethical.
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?
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 PLACEMENTS
Reality shows Product
Situation
Big Boss season 4 Vodafone
SalmanKhan 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
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