Title: Would a comparative study of dialogue-based brand placement in film and television be helpful in determining a successful strategy?

Authors: R.K. Srivastava

Addresses: NL Dalmia Institute of Management and Research, University of Mumbai, India

Abstract: Marketers struggle to choose between film and television due to the effectiveness of brand placements via dialogue in brand communication. Therefore, the purpose of the study is to compare the impact of brand placement on purchase intentions, brand recall, and attitude towards brands in the spoken language of prominent characters in television shows and films. It is primary research. A Google Form is used for the survey based on the study. Participants in the study totalled 469. When brands are equally prominently featured in both television and film conversations, brand placement in the latter is comparatively more effective in terms of brand recall and purchase intention than in the former. A comparison of brand placement in two media and their relative effectiveness is used in this research to provide insight into selecting the right media for brand marketing.

Keywords: brand placement; brand promotion; purchase intentions; brand recall; brand attitude; congruity theory; emotional-rational-risk model.

DOI: 10.1504/IJBFMI.2024.141742

International Journal of Business Forecasting and Marketing Intelligence, 2024 Vol.9 No.4, pp.450 - 468

Received: 31 May 2023
Accepted: 10 Jun 2023
Published online: 01 Oct 2024 *

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