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Title: :  A STUDY ABOUT CUSTOMERS ATTITUDE TOWARDS PRODUCT PLACEMENTS IN MOVIES
PaperId: :  5100
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 3 Issue 3 2017
DUI:    16.0415/IJARIIE-5100
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
S.Gokul KumarBannari Amman Institute of Technology, Sathyamangalam, Tamilnadu, India
A.PrasanthBannari Amman Institute of Technology, Sathyamangalam, Tamilnadu, India
E.NaveenBannari Amman Institute of Technology, Sathyamangalam, Tamilnadu, India

Abstract

Management
Attitude, Advertisement, Product, Marketing, Communication, and Placement
Marketers have always been looking for alternative ways to reach the target population with their messages. One approach that has grown the last decades is product placement that has become a large arena for companies to involve in their marketing communication. It has been shown that people tend to dislike traditional advertisement such as commercial breaks in TV and tries to avoid it by switching channel. Since product placement is a type of advertisement that is embedded in a movie or TV-show and cannot be zapped away without missing the story of the movie or TV-show, it is a good opportunity to reach out with a company’s message. Several studies have been done in the field of mapping the attitudes towards product placement but no research has been done with the Tamil audience in focus. Therefore the purpose of this thesis is: “…to investigate what attitudes the Tamil audience has towards product placements in Movies and TV-shows”, which will lead to a greater knowledge for Tamil marketing managers about the attitudes towards product placement in Tamilnadu. The study showed that the general attitude towards product placement is positive for the Tamil audience. When it comes to the different dimensions of product placement; visual-only, audio-only and a combination audio-visual it is shown that the visual placements is seen as the most positive way to place a product in a movie or a TV-show. It could also be seen several similarities with previous studies that prominent placement has a lower attitude while a subtle placements has a more positive attitude.

Citations

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IJARIIE S.Gokul Kumar, A.Prasanth, and E.Naveen. "A STUDY ABOUT CUSTOMERS ATTITUDE TOWARDS PRODUCT PLACEMENTS IN MOVIES" International Journal Of Advance Research And Innovative Ideas In Education Volume 3 Issue 3 2017 Page 332-340
MLA S.Gokul Kumar, A.Prasanth, and E.Naveen. "A STUDY ABOUT CUSTOMERS ATTITUDE TOWARDS PRODUCT PLACEMENTS IN MOVIES." International Journal Of Advance Research And Innovative Ideas In Education 3.3(2017) : 332-340.
APA S.Gokul Kumar, A.Prasanth, & E.Naveen. (2017). A STUDY ABOUT CUSTOMERS ATTITUDE TOWARDS PRODUCT PLACEMENTS IN MOVIES. International Journal Of Advance Research And Innovative Ideas In Education, 3(3), 332-340.
Chicago S.Gokul Kumar, A.Prasanth, and E.Naveen. "A STUDY ABOUT CUSTOMERS ATTITUDE TOWARDS PRODUCT PLACEMENTS IN MOVIES." International Journal Of Advance Research And Innovative Ideas In Education 3, no. 3 (2017) : 332-340.
Oxford S.Gokul Kumar, A.Prasanth, and E.Naveen. 'A STUDY ABOUT CUSTOMERS ATTITUDE TOWARDS PRODUCT PLACEMENTS IN MOVIES', International Journal Of Advance Research And Innovative Ideas In Education, vol. 3, no. 3, 2017, p. 332-340. Available from IJARIIE, https://ijariie.com/AdminUploadPdf/A_STUDY_ABOUT_CUSTOMERS_ATTITUDE_TOWARDS_PRODUCT_PLACEMENTS_IN_MOVIES_ijariie5100.pdf (Accessed : 18 June 2017).
Harvard S.Gokul Kumar, A.Prasanth, and E.Naveen. (2017) 'A STUDY ABOUT CUSTOMERS ATTITUDE TOWARDS PRODUCT PLACEMENTS IN MOVIES', International Journal Of Advance Research And Innovative Ideas In Education, 3(3), pp. 332-340IJARIIE [Online]. Available at: https://ijariie.com/AdminUploadPdf/A_STUDY_ABOUT_CUSTOMERS_ATTITUDE_TOWARDS_PRODUCT_PLACEMENTS_IN_MOVIES_ijariie5100.pdf (Accessed : 18 June 2017)
IEEE S.Gokul Kumar, A.Prasanth, and E.Naveen, "A STUDY ABOUT CUSTOMERS ATTITUDE TOWARDS PRODUCT PLACEMENTS IN MOVIES," International Journal Of Advance Research And Innovative Ideas In Education, vol. 3, no. 3, pp. 332-340, May-Jun 2017. [Online]. Available: https://ijariie.com/AdminUploadPdf/A_STUDY_ABOUT_CUSTOMERS_ATTITUDE_TOWARDS_PRODUCT_PLACEMENTS_IN_MOVIES_ijariie5100.pdf [Accessed : 18 June 2017].
Turabian S.Gokul Kumar, A.Prasanth, and E.Naveen. "A STUDY ABOUT CUSTOMERS ATTITUDE TOWARDS PRODUCT PLACEMENTS IN MOVIES." International Journal Of Advance Research And Innovative Ideas In Education [Online]. volume 3 number 3 (18 June 2017).
Vancouver S.Gokul Kumar, A.Prasanth, and E.Naveen. A STUDY ABOUT CUSTOMERS ATTITUDE TOWARDS PRODUCT PLACEMENTS IN MOVIES. International Journal Of Advance Research And Innovative Ideas In Education [Internet]. 2017 [Cited : 18 June 2017]; 3(3) : 332-340. Available from: https://ijariie.com/AdminUploadPdf/A_STUDY_ABOUT_CUSTOMERS_ATTITUDE_TOWARDS_PRODUCT_PLACEMENTS_IN_MOVIES_ijariie5100.pdf
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