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Title: :  Covert Advertising in Bollywood: A Theoretical Review
PaperId: :  1799
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 2 Issue 2 2016
DUI:    16.0415/IJARIIE-1799
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
Dhruv SabharwalAmity School of Communication,Amity University Madhya Pradesh

Abstract

Advertising
Covert Advertising, Product placement, Guerrila marketing, sponsorship
In today’s competitive market where variety of brands and product floats and each product tries their level best to prove themselves in the market .Advertisers and marketers are using different methods and techniques to create a mark in the market among which advertising, which is considered to be an important tool for promotion/ communication creates effective impact on consumers in terms of awareness. Use of different types of marketing methods become the important need for the companies for their survival in the market. Among this new form of advertising emerges that is covert advertisement which is Branding of varied product by putting them inside films or television programs where the audience might not understand that this can be another variety of advertising. This technique of advertising is totally different from celebrity advertising and in this article we are going to discuss the important covert advertising techniques like product placement, sponsorship, plugging products, viral marketing and guerrilla marketing and also brings out the examples from Indian movies where the products are successfully placed. It emphasizes the benefits of covert advertising which stresses the fact that, “ placing a brand name, products or services within a movie or program increase the corporate image, brand awareness and brand image.

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IJARIIE Dhruv Sabharwal. "Covert Advertising in Bollywood: A Theoretical Review" International Journal Of Advance Research And Innovative Ideas In Education Volume 2 Issue 2 2016 Page 529-532
MLA Dhruv Sabharwal. "Covert Advertising in Bollywood: A Theoretical Review." International Journal Of Advance Research And Innovative Ideas In Education 2.2(2016) : 529-532.
APA Dhruv Sabharwal. (2016). Covert Advertising in Bollywood: A Theoretical Review. International Journal Of Advance Research And Innovative Ideas In Education, 2(2), 529-532.
Chicago Dhruv Sabharwal. "Covert Advertising in Bollywood: A Theoretical Review." International Journal Of Advance Research And Innovative Ideas In Education 2, no. 2 (2016) : 529-532.
Oxford Dhruv Sabharwal. 'Covert Advertising in Bollywood: A Theoretical Review', International Journal Of Advance Research And Innovative Ideas In Education, vol. 2, no. 2, 2016, p. 529-532. Available from IJARIIE, http://ijariie.com/AdminUploadPdf/Covert_Advertising_in_Bollywood___A_Theoretical__Review_ijariie1799.pdf (Accessed : ).
Harvard Dhruv Sabharwal. (2016) 'Covert Advertising in Bollywood: A Theoretical Review', International Journal Of Advance Research And Innovative Ideas In Education, 2(2), pp. 529-532IJARIIE [Online]. Available at: http://ijariie.com/AdminUploadPdf/Covert_Advertising_in_Bollywood___A_Theoretical__Review_ijariie1799.pdf (Accessed : )
IEEE Dhruv Sabharwal, "Covert Advertising in Bollywood: A Theoretical Review," International Journal Of Advance Research And Innovative Ideas In Education, vol. 2, no. 2, pp. 529-532, Mar-App 2016. [Online]. Available: http://ijariie.com/AdminUploadPdf/Covert_Advertising_in_Bollywood___A_Theoretical__Review_ijariie1799.pdf [Accessed : ].
Turabian Dhruv Sabharwal. "Covert Advertising in Bollywood: A Theoretical Review." International Journal Of Advance Research And Innovative Ideas In Education [Online]. volume 2 number 2 ().
Vancouver Dhruv Sabharwal. Covert Advertising in Bollywood: A Theoretical Review. International Journal Of Advance Research And Innovative Ideas In Education [Internet]. 2016 [Cited : ]; 2(2) : 529-532. Available from: http://ijariie.com/AdminUploadPdf/Covert_Advertising_in_Bollywood___A_Theoretical__Review_ijariie1799.pdf
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