Product Placement in Bollywood Movies: Is Still an Effective Advertising Tool?

Advertising means bringing a product or service to the attention of potential and current customers. It is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. The ongoing activities of advertising, sales and public relations are often considered aspects of promotion. The marketer needs to assess the effectiveness of a particular medium for communication before selecting the most appropriate and effective medium for planning the promotional strategy for the product(s) of the enterprise. The current study examines product placements as a medium for advertising in Bollywood films over the last 90 years. The size of the product placement industry and its penetration of different mediums are also examined in the study.