An analysis on product placement and its impact on consumer purchase

Product placement refers subtly advertises products in television, movies, video games and books. Media planners and brand marketers are looking for alternative media vehicles to reach at customers with a distinct message so that the memo ability of the message and hence the brand name increases. This is a growing trend in Indian films for various reasons. Product placement is an investment for brands trying to reach a niche audience, and there are strong reasons for investors to expect that film product placement will increase consumer awareness of a particular brand. Product placement has expanded as a promotional tactic, aided by technological innovations which present new openings for, and challenges to, branded messages via television; sometimes the products are part of the concept from the creation. This paper highlights analysis the effect of product placement on consumer purchase and to understand the consumer acceptance level on product placement in movie and television. This paper will be useful for Indian industrialist and academicians.