Product Placement in Films: A Comparative Study of Product Placement in Bollywood and Hollywood Movies

By

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

Product placement is an advertising approach where products are intentionally inserted into entertainment programs such as films, programs in television as well as video games. Product placement encompasses features of advertising as well as publicity and celebrity endorsement; however, its uniqueness lies in its covert nature. The aim of the study is to determine the similarities as well as differences of product placement in Bollywood and Hollywood and how it helps the film industry to earn bigger revenues. For the study going to use “Phenomenology” where I will be studying the subjective experiences of others. This dissertation has used an unstructured or conversational interview format with an interview guide to ensure all questions had been asked. The responses of the study demonstrated that most of the viewers considered buying those brands if the characters in the movie used that brand. Brands that are associated congruently with the character may not elicit objections and may influence the audience through a peripheral route of persuasion, thereby produce more positive attitudes toward the congruent brand. By using a larger sample of movies over a wider time, we provide additional support and extend the study. The study provides empirical support for the belief that negative placements in movies result in negative attitudes toward the placed brand.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Study1

Purpose of the Study2

Scope of the study2

Rationale of the Study3

Aims and objectives of the Study4

CHAPTER 2: LITERATURE REVIEW5

The history of American film industry and product placement in Hollywood movies5

The history of Indian Film Industry and product placement in Bollywood movies6

Product placement9

Types of product placement12

Related theories13

Effectiveness of product placement14

Overview of product placement in Films16

Product Placement in Hollywood18

Product Placement in Bollywood21

Implication of product placement22

CHAPTER 3: METHODOLOGY24

Types of Research Methods25

Secondary Research26

Research Approach28

Interviews29

Questionnaires30

Data Collection Technique30

Measures32

Sample32

Research Plan33

Access35

Informed Consent35

Confidentiality35

Validity and Reliability36

Research Ethics37

Data Security: Participant Anonymity and Document Retention38

CHAPTER 4: ANALYSIS AND DISCUSSION40

Comparative Analysis40

Survey Analysis42

Interview Analysis51

Discussion53

Product placement in Hollywood and Bollywood movies53

Effectiveness of product placement in movies54

Implications of new product through movies as a branding strategy56

CHAPTER 4: CONCLUSION AND IMPLICATIONS58

Conclusion58

Implications of the Study60

Theoretical implications60

Managerial Implications61

REFERENCES63

BIBLIOGRAPHY72

APPENDICES74

Interview Questions74

Interview Transcripts75

Survey79

Product Categories83

CHAPTER 1: INTRODUCTION

Background of the Study

Product placement is an advertising approach where products are intentionally inserted into entertainment programs such as films, programs in television as well as video games. It is a practice that dates back as early as 1980. This placement can take several different forms that include:-

Use of the actual product by an actor in the program. (Plot Placement)

Usage of the product name by an ...