Product Placement in Entertainment Industry: A Systematic Review

Abstract

The growth of the film industry has opened a new gateway of opportunities for marketers to force their product in the films in the form of product placement. The viewers in the flow of entertainment are exposed to the brands, logos, advertising messages without being conscious. Through the passage of time, the product placement is becoming more sophisticated and being termed as branded entertainment.Footnote1 The main reason for the increasing importance of product placement is the availability of media outlets and consumer awareness. Consumers are beguiled by entertainment intertwined with marketing strategies. The befuddled consumer is unable to make out the difference between entertainment and sales spiel. To build a cordial relationship with customers, marketers use films i.e. means of entertainment for clever product placement. Companies are pouring a huge amount of money to find a place in the mind of viewers and that is why product placement is gaining importance.

Adequate studies have been done in the area of the marketing mix and IMC; however, the academicians are yet to discover innovative ways of product placements. Product placement had a very humble beginning as initially the only the protagonist was involved, in the association with the product. However, as the entertainment industry grew and the introduction of different advertising techniques practiced even product placement manifested in different ways. Sometimes the protagonist pass through the billboard which has the display of the product/logo, or the product is placed in the prime location of the house, or the storyline or plots are woven across the product, for example, the drinking of Coca Cola as part of the story sequence arrest the mind of viewers. The overlapping of entertainment and advertising leads to branded entertainment. With the product placement, there is a thin line between entertainment and promotional mix. Marketers have realized the importance of effective communication through the placement of the product in a way that is very subtle. The viewers are reluctant to watch advertisements individually but interlacing product placement with the entertainment programs ensures the concerted attention of the audience.