Consumer Response to Brand Placements in Films: Role of Brand Congruity and Modality of Presentation in Bringing Attitudinal Change Among Consumers with Special Reference to Brand Placements in Hindi Films

Abstract

Advertisers are looking for newer methods and media to reach the consumers for various reasons. The objective of brand communication has been to expose the audience to a brand, whereby the effect can be maximized in terms of increased awareness and higher recall, so that the customer will buy the brand which has the highest recall; and to satisfy the customer to the optimum level. Brand placement refers to the practice of including a brand name, product, package, signage or other trademark merchandise within a motion picture, television or other media vehicles for increasing the memorability of the brand and for instant recognition at the point of purchase. This research paper look at the rationality of the brand placement, the possible congruity that can be built in the story line and the image of the brand in creating a positive impact in the usage through the characterization in the story, as indicators of success of effective brand placements in films and if so, as variables in bri...