Covert Advertising in Bollywood: A Theoretical Review

Advertising

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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