Shailaja ShankarMantha

R.K.Srivastava

Mrinal Phalle

Abstract

Product placement is a worldwide accepted aspect of advertisement. Technology has changed type of advertising technique that embeds the company brand/product within print media, audio/visual media such as movie, TV program and digital platforms becoming a large arena for business organizations for product placement. Advertisements have been integrated into these things very effectively so as to catch just the right amount of attention. This study examines effectiveness of product placement in diverse media using demographic variables. The survey has been carried out at Mumbai city. Collected data has been analysed by means of ANOVA and t-test. The study revealed that factors like age, education, income considerably impact the consumers' perception in usage of digital media for effectiveness of product placement. Present study concludes that product placement through digital media is one of the most effective way of promotion of products while not making the consumer feel that they are being bombarded with an advertisement. This study also suggests that it is important to understand how a consumer will feel about the product placement in order to determine what his next steps might be. Care must be taken to avoid any negative feelings as these would definitely create a bad image of the brand in their minds and only cause loss of current customers

Keywords- Product placement, ANOVA, t-test