Case Study

Films: An Advertising Medium to Captivate Consumers

Product placement in movies has gained momentum all over the world. The practice of using branded products in Hollywood movies started as a casual process since late 1940s. Popularity of movies as a medium for product placements grew because of the increasing difficulty of using television as an effective medium to target audiences. The film medium provides an excellent message reach and message life; and an effective method of popularising and immortalising brands. Ad agencies play a vital role in placing branded products in films. Product placement has the potential to build an emotional connection with the consumer. Films have been a medium to reach out and touch a global audience in big way while TV programming is too local to accomplish. But there is no regulatory body to govern and monitor the activity of advertisers as well as producers. Also, there is no universally developed scientific method or standard to quantify and evaluate product placement performance. Are the producers and advertisers ignoring their social responsibility?

The case discusses how product placement gained popularity in films, in international market as well as in India. The case details out various instances of in-film advertising in Hollywood and Bollywood. The case highlights the importance and role of ad agencies in product placement. The case also talks about the advertisers’ interest in product placements. The case includes results of various surveys on audience responses on brand recall and product placement effectiveness. The case also discusses the ignorance of social responsibility.

QUESTIONS-

1. Explain with the help of case that films serve as a popular medium of advertisement.