Does branded product placement in film enhance realism and product recognition by consumers?

Abstract

Product placement in films receives renewed focus in integrated marketing communication (IMC). One of the main concerns with regard to product placement as a marketing communication tool is that marketers have little knowledge if consumers are aware of product placements or recognise products that are deliberately placed in feature films by markerters and advertisers. The following specific research objectives were put forward to determine; if product placements in films increase realism of the film and respondents’ recognition of brand name products placed in a film. These objectives were tested by questionnaire, distributed to 220 undergraduate respondents in the age bracket of 18 to 24 years. Respondents were exposed to film stimuli containing product placements and thereafter were required to complete the questionnaire at a university in Pretoria. A conclusion drawn from the findings was that product placements in films do have an effect on the realism of the film. Branded products placed in films are thought to inject a sense of realism into the film. It was further concluded that product placements in films prompted brand recognition among respondents. The main findings and conclusions of this research maintain that the prominence of a product placement in a film affects the consumers’ ability to recognise the placed product. The more prominent a placement is in a film, the greater the likelihood that consumers will recognise it. It is recommended that marketing and advertising managers should strategically place their products prominently in films and television programmes in order to guarantee the desired impact thereof.