The Influence of Movie Genre on Audience Reaction to...

The Influence of Movie Genre on Audience Reaction to Product Placement: The use of brand placements is quite evident in movies today. The success of some brands reporting a phenomenal sales increase may be partly dependent on the type of movie in which the brand is placed. Employing 200 university students, this paper examined the effects of movie genre on brand placement. Students completed a questionnaire after watching and evaluating one 30-minute movie clip categorized by genre—comedy, drama, and science fiction. The study compared the effects of genre on brand recall, brand liking, and consumers reactions toward brand placement. Central to the practice of using brand placement in movies is the belief that the humor found in a comedy†¦show more content†¦The results suggest that an implicit message, disguised source’s preference, is likely to be conveyed in covert marketing and thus results in high a deceptive tendency. An Analytical Study On Covert Advertising: (Singh, 2013) Talked about how effective and successful product placement actually is in Bollywood films. The study aims to discuss factors such as the nature of Bollywood cinema, and how effectively product placement fit’s in within the Indian entertainment industry also it examines its nature and scope and the issues related to it. Media planners and brand marketers are looking for alternative media vehicles to reach at customers with a distinct message so that the memorability of the message and hence the brand name increases. This is a growing trend in Indian films for various reasons. Product placement is a strong brand-building tool for the changing media landscape that furthers existing marketing objectives. It is a cost effective means of gaining global media exposure with unlimited viewer impressions also it is a unique way to familiarize consumer with brand and product lines and connect to customers with the added benefit of association with blockbuster film, hit TV show, and/or celebrity. The advertising and marketing industry worldwide is in the throes of a serious problem. It is becoming increasingly difficult to grab eyeballs and break through the clutter. The average consumer is bombarded with messages every secondShow MoreRelatedThe Purpose Of Music Video2471 Words   |  10 PagesToday Now-a-days music videos have become common place in the music industry meaning that every song that makes it into the charts has a music video made. Sometimes the fame of the video is enough to boost the song into the top 10 if not no.1. Music genres Different music types have a tendency to have their styles in their videos. 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