Exploring the use of product placement in the alcohol industry and effective approaches

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TABLE OF CONTENTS

CHAPTER NO 1: INTRODUCTION1

Background of the study1

Significance of the study1

Problem statement2

Keywords3

Research Question3

Research Objectives3

CHAPTER NO 2: LITERATURE REVIEW5

Impact of product placement of alcohol on Sales growth5

Effective product placement mediums in alcohol industry6

Factors of gaining customer attention9

Customer willingness to buy alcohol products10

Consumer perception and product placement12

Summary13

REFERENCES14

CHAPTER NO 1: INTRODUCTION

Background of the study

Product placement or brand placement is a form of marketing communication intended to heighten brand visibility or drive sales by inserting branded material into entertainment, educational, or informational content. Product placement is considered advantageous for marketers, media producers, and audiences (Galician, 2004). Product placement is a marketing communication that involves inserting a product, service or brand in a program. Unlike traditional advertising, business communication takes place not only between programs but within them. A product can for example be placed a beverage consumed by stakeholders of an entertainment show, the car driven by the heroine of a series, the furnishings of the decor of a reality show (Taejun, 201, p.366). Marketers reach a potentially vast audience with a branded message the audience is unable to skip. The alcohol brand is placed in a “natural environment” virtually free of other advertising and often benefits from the implied endorsement of a celebrity (Lehu, 2007).

Significance of the study

The new trend in advertising is to make less advertising. The idea is to get away from the ads as pop-ups, which will eventually have only managed to create a nuisance in the audience, rather than a reminder of the brand. This is actually quite simple, though at first glance it may seem. Most of us are tired of the ads. Today's consumer is surrounded by advertisements everywhere: radio, television, newspapers, internet, billboards and magazines (Mullin, Stephen, 2007, p. 58). These are the most frequent. New advertising is emerging every day. There are walking advertisements, flyers, and many ways that advertisers seek to publicize their products. Advertisers face a passive audience, and should seek other ways to promote their products. They have therefore resorted to product placement, a promotional tactic, which uses a real commercial product in the media, in order to increase consumer interest in the product. Today, product placement in TV shows, movies, video games, among others, in which participants may or may not interact with the product. The important thing is to achieve a brand recall among the public.

Problem statement

In order to achieve the goal in today's market is very important to choose a channel of communication and communication itself advertising message. For the product promotion in this sense has never become actual context of placement namely who use the product and in what situations for visual accommodation, or who mentions the product and in what situation for the verbal placement (Lehu, 2007, p. 124). Product placement is considered very important among corporate brands, agencies and entertainment firms. Many companies are focused towards achieving prominent consumer's visibility, exposure, interest and attention. These factors help in increasing the brand awareness ...