Analyzing the impact of product placement on consumer culture. Product placements are one of the advertising campaigns. The purpose of advertising is to inform and to alter the attitude of consumers toward product. Recently, the researchers recognize that consumer’s attitude toward the advertisement would affect the attitude toward products or brands. In other words, consumers tend to generate positive brand attitude and purchase intension toward the advertisement they like. Memory refers to the ability to recall the massage after watching the advertisement once.
Since the purpose of advertisement is to sell, the product must leave some impression before purchase behavior thereafter. The advertisement that cannot be remembered would not be recalled at the subsequent time point when the purchase decision is made. Therefore, whether the consumer could remember the advertisement is one of the measurements of the effectiveness of advertisement. At some point in time it was thought that attitude is the human recognition, assessment, emotional experience, and behavior tendency toward specific things or value.
It was also thought that attitude is a predetermined stance of a continuous and either positive or negative reactions that is acquired through learning. Some also though that attitude is the combination of concepts, belief, motivations, or habits related to a specific object. One of the author thought that attitude is a mental tendency through learning and is a long-lasting assessment toward things. It was said that the attitude is a long term judgment, emotional feelings, and behavior tendency of like or dislike toward object of concept.
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The importance of brand attitude is the proxy for researcher to estimate the purchase intention and behavior of consumers. Most they believe that the depicted that the better attitude of an individual hold toward a brand, the more likely he would use the product. On the other hand, the less positive attitude, the less likely he would use the product. In the measurement of advertisement effect, the attitude the consumer hold is a good indicator of whether or not he would purchase the product in the future.
The purpose of marketing personnel is to persuade the consumer to hold a positive attitude to a product and to establish a better image to the consumer. “In developing the integrative framework on audience response to product placements, Balasubramanian, Karrh and Patwardhan (2006) organized their results and outcomes around the hierarchy-of–effects model, including cognition, affection and conation. In the study, ‘cognition’ referred to memory-related measures such as recognition and recall, ‘affection’ referred to positive or negative attitudes, and ‘conation’ referred to purchase intention and purchase behavior.
The framework is being adopted in this study to interpret result findings. ” “This is a quote from Ronald Grover Firms like Propaganda are in a sweet spot right now. TV audiences are fragmenting, and more and more viewers are skipping through commercials and heading to the Web. Advertisers, their budgets tight in a slack economy, see product placement as one of the most efficient ways to put their brands and products in front of large numbers of people. Blockbuster movies are particularly attractive because they reach an international audience of hundreds of millions—in the cinema and on DVD.
Blockbusters are Propaganda's specialty. ”Advertisers and marketers is effected by the product placement due to they are not selling their ads for money. They are just telling you about them. The product place is selling the ad for money. In the long run the cost of product placement will not pay in the long run. For product placement you have to pay for an advertisement. I don’t think no one would want to pay for an ad. Most of the ads not are shown on TV with any cost. Product placement and branded entertainment are not mere trends.
There are various economic, technological and social transformations propelling “advertainment,” the merger between the advertising and entertainment industries, and they do not show signs of abating anytime soon. 6 Rather, it has been predicted that product placement expenditures will increase at a compounded rate of about fifteen percent per annum. ” One of my TV shows have impacted me by shorted TV shows due to they are advertising ads on that show a lot.
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