“Product placement in reality shows and its

Influence on audience in brand recalls and

Purchase decision in pune city”

By
 
Francis Tirkey
Graduation in mass
communication
Roll no.-12321 
 Index Table
1. Introduction
2. Statement Of The Problem

3. Objective Of The Study

4. Methodology

5. Discussion And Analysis

6. Finding Of The Study

7. Conclusion

8. Recommendation
 1.Introduction
• Indian television industry-The Indian television industry,
consisting of television distribution, advertising and content, has
reported a compounded annual growth rate (CAGR) of ~13.8%
over the period 2005-2010 increasing to Rs. 26,550 crore,
according to industry estimates.( according to FICCI report)
•
• Television categorizing into genre-
Ø GECS-Colors, Zee TV, Sony, Star Plus, and Imagine.
Ø News and infotainment channel-, CNBC TV18, Zee News, NDTV
Profit, and Aaj Tak
Ø Music channel-MTV, Channel V, 9XM, and ETC
Ø Movie channel-Set Max, Zee Cinema, Star Gold, and UTV Movies
Ø Sports channel- Ten Sports, ESPN, Star Cricket, and Neo Sports
Ø Specialty or niche channel- Travel & Living, Showbiz, Home
Shop 18, and Aastha TV.
•
 Defining Product Placement
According to Schneider (2005), Balasubramanian (1994, pg 31)


made one of the first attempts to define brand placement, as ”a

paid product message aimed at influencing movie (and
television) audiences via the planned and unobtrusive entry of a
branded product into a movie (or television program)”.


Type of product placement



1.Passive placement- Indian idol 1 and rejoice shampoo

2. Active placement- L'Oreal on jassi jaisi koi nahi

3. Hyperactive placement- Indian idol 2 and Pepsi cafe chino


 The Work on Effectiveness of
Product Placement
 Gould et al. (2000) found that people claimed they would buy the brands
shown in movies, this does not prove that they will actually do so. On the
other hand, Heath and Hyder (2006) found that consumers were affected by
adverts to which they claimed they had not been exposed. As we also noted
with consumers’ attitude toward product placement, very little work has
been done in measuring its effectiveness. Some studies have measured the
effectiveness through the audience’s memory of brands


• Memory System-The memory system is key to the understanding of the

influence that product placements
 have on the audience , because research has shown that the memory system
strongly influences buying decisions (Vakratsas and Ambler, 1999).

 Making Decisions-


An early model for how decisions influenced by feelings and emotions

were believed to be done (Adapted from the ”Typical information-processing model
of affect.”-figure of Zajonc (1980, p153
 Measuring Effectiveness-


 Effectiveness can be defined in a number of

different ways, depending on the overall goal of
the placement. This fact was noted by Law and
Braun (2000, p1059), who state, ”little is known
about its [product placement’s] effectiveness
nor even how to define and measure such
effectiveness”. Some researchers (e.g. Nelson
(2002)) claim that increasing awareness of a
brand can be an important goal of a marketing
campaign and thereby justify their study using
memory-based measures (recall and
recognition).
 Summery of literature
review
 Several researchers have explored consumers’
attitudes toward product placement in movies/
television. Firstly, they have found that consumers
were generally positive toward product
placements. Further, it has been shown that
different cultures have different views on
placements. .However, no studies have explored
whether the attitudes vary between cultures and
genders, and no studies have investigated the
potential link between the attitude toward product
placement in reality shows and the buying habits of
those players. Hence, it could be the case that
controversial placements in reality shows influence
consumers equally regardless of whether they like
such placements or not. If this is the case, it could
be questioned how important consumers’ views on

Before the studies on effectiveness of product
placement were reviewed, the human brain’s memory
function and decision processes were addressed.
Through this, it became clear that no single method of
testing effectiveness could be claimed to be the best,
since it would depend on the overall goal of the
marketer's organization and the type of decisions that
organizations’ customers typically made. For this
reason, studies that have used recall, recognition,
attitude change or observed brand preference to test
effectiveness were reviewed. Interestingly, it was
found that the type of product placement that
appeared to be most effective was highly dependent
on the method used to measure effectiveness.
•
Fo r in sta n ce , in m o vie s, visu a lp la ce m e n t w a s sh o w n to
b e m o st e ffe ctive w h e n re ca llm e a su re s w e re u se d , b u t
a u d io p la ce m e n t w a s m o re e ffe ctive in te rm s o f
re co g n itio n . M o re o ve r, stu d ie s u sin g a ttitu d e ch a n g e
re p o rte d th a t th e h ig h e st a ttitu d e ch a n g e w a s m a d e
w h e n p ro d u cts w e re p la ce d visu a lly. U n fo rtu n a te ly , n o
stu d ie s h a ve exp lo re d w h e th e r visu a la n d a u d io
p la ce m e n ts a re m o st e ffe ctive in te rm s o f o b se rve d
b ra n d p re fe re n ce .
 2.STATEMENT OF THE PROBLEM
 This research highlights the basic reasons for placing products
and brands in reality shows with special reference to Hindi
television reality shows and the influence of these placements
as a tool for enhancing the recall value and purchase decision
of the brands in the long run.
•
 3. OBJECTIVES OF THE STUDY:

• To find out the frequency of watching reality shows

among the audience
• To find out the awareness about product placement in a
reality shows among the young Viewers
• To determine whether awareness has influenced the
young viewers.
• To discuss the pros and cons of a television producer's
decision to associate his/her reality shows
 With a particular brand/company



 4.METHODOLOGY

• A Sample size of 120 students is considered as the ample size for

the study with 70 Number of males and 50 females.
• The data is collected using structured questionnaire.
• Judgment sampling is adopted for collecting the sample
elements. The data analysis is Interpreted with the help of
statistical tools.
•
 Reality shows for research
 For the research, we have taken three reality
shows big boss session4, Kaun Banega carorpati
session 4 and Mtv rodies. In the big boss, we have
considered one product Vodafone for the
Research. While in kaun banega carorpati axis
bank, Mtv rodies Hero Honda karisma has been
taken into consideration. All three reality shows
are highest TRP gainer in television industry.


•
 5. DISCUSSION AND ANALYSIS
• 1: Gender wise analysis for frequency of watching reality shows
in a month.
•
Table No.2: Analysis of awareness about
product placement in big boss session 4.
Table No.3: Analysis of awareness about product placement
in kaun banega carorpati season 4.
Table 4 Analysis of awareness about product
placement in Mtv rodies .
Table No.5: Analysis of product recall in big boss season4 i.e.
[Vodafone]
Table No.6: Analysis of product recall in Kaun
banega carorpati season 4 i.e. [ axis bank ]
Table No.7: Analysis of product recall in Mtv rodies i.e.[ hero
Honda karizma
Table No.8: To influence the audience by including brand-
placement product In their reality show is unethical.
Table No.9: The fact that you saw a celebrity
on a reality show using a specific brand will
make you choose and purchase the “famous”
brand?
 6. FINDING OF THE STUDY
 The major findings of the study are as follows;


• 35.7% male & 38.5% female watch reality shows more than thrice. 44.2%male
& 26% female watch reality shows more than once in a month.

•
• Awareness about product placement in the reality show big boss 4 is 88.5% in
case of male while in case of female it is 84%.

•
• Awareness about product placement in the reality show kbc4 is 85.75 % in case
of male while in case of female it is 74%.

•
• Awareness about product placement in the reality show Mtv rodies is 100% in case
of male while in case of female it is 92%

•
• Analysis shows that right product recall for Vodafone in the reality show big boss
season 4 is 60% in case of male while in case of female it is 46%
 Analysis shows that right product recall for axis bank in the reality show kaun
banega carorpati season4 is 58.57% in case of male while in case of female it is
44% only.


 Analysis shows that right product recall for Hero Honda karizma in the Mtv rodies
is 100% in case of male while in case of female it is 92%.


 Analysis shows that 65.71% male disagree with the statement that stat influence
the Audience by including brand-name product in their reality shows is
unethical while 56% Female find it ethical.


 35.71% male purchase the brand placed in the reality shows while 38.57% take
other factors into consideration before purchase decision. 40% female purchase
the brand placed in the reality shows while 44% take other factors into
Consideration before purchase decision.

 7. CONCLUSION
• The study has focused on the awareness of product placement in reality shows
among youngster in Pune. There is a very good awareness among viewer in
Pune. The results show that viewers were generally positive about product
placement in reality shows.
•
• We find that product placements in reality shows are effective. The high recall,
recognition and positive attitude scores suggest that brand managers
seriously look at product placements in reality show as a new vehicle for
reaching to customers.
•
• The large range of responses suggests that the type of product placement is
significant, irrespective of the brand being well known or lesser known.
With the growth of professionalism in Indian television and the growing
need for less cluttered communication channels, we feel that product
placements can emerge as a strong vehicle to communicate to the vast
television-viewing population in India.

 However, a number of issues need to be kept in mind. Relevance of
product to the situation needs to be created: this is possible by
incorporating the placement planning at a script level, as practiced by the
US film industry. (Turcotte 2002). Respondents expressed concern about
the lack of good creative execution.
 8. RECOMMENDATION
• The increasing use of product placements in other media like
television, books, regional language films and computer games
might also be studied, as can long-term memory of product
placements. However, a number of issues need to be kept in
mind. Relevance of product to the situation needs to be created:
this is possible by incorporating the placement planning at a
script level. The high failure rate of in India mean that managers
are ill
 equipped to predetermine if audiences will convert negative
attitudes about the movie / reality show into negative attitude
towards the brand. As success of product placements is dependent
on the success of the reality show and consequently, its reach, it is
not possible to evaluate placements from a sales-generation
perspective.
•
 APPENDIX I
• REALITY SHOWS USED IN THE STUDY WITH RESPECTIVE
PRODUCT PLACEMENTS
Reality shows Product
Situation

Big Boss season 4 Vodafone
SalmanKhan as host is being Sponsored by India’s
 second biggest
 Mobile service

provider Vodafone.
 Vodafone zoozoo placed
 inside the house
•
 Kaun banega carorpati axis bank after winning
minimum 3.20 lack host of
 show amitabh bacchan
 sign axis bank check


 Mtv rodies Hero Honda karizma player

Appendix 2
QUESTIONNAIRE
“ PRODUCT PLACEMENT IN REALITY SHOW AND IT‟S
INFLUENCE ON AUDIENCE IN BRAND RECALL AND PURCHASE
DECISION IN PUNE CITY”
1.How many times during a month do you watch reality shows?
a) Once b) twice c) thrice d) more
2.Was there any product placed in the Big Boss season 4?
a) Yes b) no
3.Was there any product placed in the Kaun Banega karorpati season 4?
a) Yes b) no
4.Was there any product placed in the Mtv Rodies?
a) Yes b) no
5.From the product listed below, please select another product shown in the.
Big boss session 4 –
a) IDEA b) AIRTEL c) Vodafone d) NONE
6.From the product listed below, please select one product shown in the.
Kaun Banega Carorpati session 4.
a) Axis bank b) ICICI bank c) standard chartered bank d) none
6.From the product listed below, please select one product shown in the movie.
Mtv Rodies.
a)Bajaj pulsar b) Hero Honda karizma c) Yamaha fz d) Suzuki

Please answer the following question by indicating your opinion.

8. I think it is unethical for reality show producers to attempt to influence the

audience by including brand-name product in their shows?
a) Strongly agree b) Agree c) Disagree d) Strongly disagree

9. You are in the supermarket, trying to choose a brand from a selection. The
fact That you saw a celebrity on a Movie/ reality show using a specific brand
will make you choose And purchase the “ famous” brand?
a) Yes b) no c) other factor