Rishi Shukla P
Purpose: In recent years, the Product placement industry in India has seen a significant boom. The growth of Product placement continues as media seeks funding and branded products. Product placement in Indian films and television is becoming increasingly common.
Background: This research focused on central themes related to Ethical issue in Product Placement Strategy as advertisement or pure entertainment, need for government control and influence on viewers.
Design: The results of a survey of 963 respondents from Pune and Mumbai are reported in this paper. Results indicate viewers have mixed response to ethical issues related to product placement in Indian films.
Result: The results of the study may provide marketers and business decision makers with a further understanding of product placement in films and ethical issues involved in it. Future implication: The study was restricted to analyze the product placement in Hindi films only. But the outcome of this study may apply to other regional films also.
分享此文章
English 
Spanish 
Russian 
German 
French 
Japanese 
Portuguese 
Hindi 