“Product placement in reality shows and its

Influence on audience in brand recalls and

Purchase decision in pune city”

By
 
Vinay pandey
PGP in mass communication
Roll no.-11033 
 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-

 GECS-Colors, Zee TV, Sony, Star Plus, and Imagine.
 News and infotainment channel-, CNBC TV18, Zee News, NDTV Profit, and
Aaj Tak
 Music channel-MTV, Channel V, 9XM, and ETC
 Movie channel-Set Max, Zee Cinema, Star Gold, and UTV Movies
 Sports channel- Ten Sports, ESPN, Star Cricket, and Neo Sports
 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 placements
are, at least from a marketer’s point of view.
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.
For instance, in movies, visual placement was shown to be most
effective when recall measures were used, but audio placement was
more effective in terms of recognition. Moreover, studies using attitude
change reported that the highest attitude change was made when
products were placed visually. Unfortunately, no
studies have explored whether visual and audio placements are most
effective in terms of observed brand preference.
 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.

Male female
None Once Twice Thrice More None Once Twice Thrice More
3% 17% 10%
36% 10%

13%
54% 16%
31%
10%

Total
None Once Twice Thrice More
6% 16%
40%

15%

23%
Table No.2: Analysis of awareness about product placement in big boss session
4.

Male
Yes No
Female
11% Yes No
16%

89%
84%

Total
Yes No
13%

87%
Table No.3: Analysis of awareness about product placement
in kaun banega carorpati season 4.
male
female
14% 26%

yes
no yes
no

86%
74%

total
13%

yes
no

88%
Table 4 Analysis of awareness about product placement in Mtv rodies .

male female
yes no
8%

yes
no

100% 92%

Total
3%

yes
no

97%
Table No.5: Analysis of product recall in big boss season4 i.e.
[Vodafone]

male female
right wrong no idea right wrong no idea
11% 16%

46%

29%

60%

38%
Total
no idea
13%

right
54%
wrong
33%
Table No.6: Analysis of product recall in Kaun banega carorpati
season 4 i.e. [ axis bank ]

male female
right wrong no idea right wrong no idea
11% 16%

46%

29%

60%

Total
38%
right wrong no idea
16%

46%

38%
Table No.7: Analysis of product recall in Mtv rodies i.e.[ hero
Honda karizma

Male Female
right wrong no idea right wrong no idea
12% 2%

Total
100% 86%
right wrong no idea

5% 1%

94%
Table No.8: To influence the audience by including brand-
placement product In their reality show is unethical.

Male Female
srongly agree agree stronglyagree agree disagree strongly disagree
disagree strongly disagree 28% 17%
20% 11%

23%
22%

33%

46% Total
strongly agree agree disagree stronglydisagree
28% 17%

22%

33%
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?
male female

yes
depend 36% yes
39% depend 40%
44%

TOTAL
no
no 16%
26%

yes
depend 38%
41%

no
22%
 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
Big Boss season 4
Kaun banega carorpati
Product Situation
Vodafone Salman Khan as host is
being Sponsored by India’s
second biggest
Mobile service
provider Vodafone.
Vodafone zoozoo placed
inside the house
•
axis bank after winning minimum 3.20 lack
host of
show amitabh bacchan
sign axis bank check

Mtv rodies Hero Honda karizma player do their task in HERO

HONDA karizma
motorcycle
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