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1 | P a g e
Acknowledgement With a deep sense of gratitude we acknowledge our obligations to Dr. Subhadip Roy, Faculty
(IBS, Hyderabad) who has been source of constant inspiration to us with his perpetual, planned
and careful guidance.
We are highly indebted to him for imparting invaluable advice and guidance, thus enabling us to
comprehend all aspects of the problem and clarifying our doubts during the course of the project
and have played a major role in the formulation and accomplishment of this project.
2 | P a g e
Abstract Product placement is now a common concept for the marketers to promote their product in
Hollywood as well as Bollywood movies. The term ‘Product Placement’ (PPL) has moved from
just being a concept to become all the more a practice of including a brand name product in Hindi
movies. Using movies as a media of indirect advertising is now much more popular than what it
was decades ago. From Dilwale Dulhaniya Le Jayenge (Stroh’s beer) to Badmaash Company
(Reebok), the trend of placing products in Hindi movies has increased tremendously. The project
gives an insight into the effectiveness of such product placement in Bollywood movies in terms of
brand recall.
Sample of movies have been carefully selected based upon their box office report (popular as well
as unpopular) and a movie clip of approximately 10 minutes is made to administer aided and
unaided recall test on a predefined sample. Brand recall in studied in terms of overall aided and
unaided brand recall, brand recall with respect to popularity of movies and also combination of
movie-brand recall.
The analysis brings forth the importance of PPL in Bollywood movies and how it acts as effective
advertising tool in case the movie becomes a hit, in the other case the marketer needs to plan
additional promotional activities to make the product top-of-the-mind recall for the consumer.
Thus this study can be made useful in understanding PPL and positioning products in movies and
thus in the minds of the consumers.
3 | P a g e
Table of Contents Acknowledgement ........................................................................................................................................... 1
Abstract ............................................................................................................................................................ 2
Table of Contents ............................................................................................................................................. 3
Introduction ..................................................................................................................................................... 4
Research Objective .......................................................................................................................................... 5
Methodology .................................................................................................................................................... 6
Data Collection ................................................................................................................................................. 7
Limitations ....................................................................................................................................................... 8
Literature Review ............................................................................................................................................. 9
Frequency Distribution Analysis .................................................................................................................... 11
Study 1: Overall Brand Recall ..................................................................................................................... 11
1.1 Overall Aided Brand Recall Frequency Analysis ............................................................................... 11
1.2 Overall Un‐aided Brand Recall Frequency Analysis ......................................................................... 14
1.3 Comparative Analysis of Overall Aided & Un‐aided Brand Recall Frequency .................................. 16
Study 2: Movie‐Brand Combination ........................................................................................................... 17
2.1 Aided Movie‐ Brand Combination Recall Frequency Analysis ......................................................... 17
2.2 Un‐aided Movie‐Brand Combination Recall Frequency Analysis ..................................................... 18
2.3 Comparative Analysis of Aided & Un‐aided Movie‐Brand Combination Recall Frequency ............. 19
Statistical Analysis .......................................................................................................................................... 20
Study 1: Impact of time frame on Overall Brand Recall from PPL in Bollywood movies ........................... 20
Study 2: Impact of time frame on Movie‐Brand Combination Recall ........................................................ 23
Study 3: Impact of time frame on brand recall of products placed in popular vs. unpopular movies ...... 26
3.1 Impact of time frame on Brand recall from popular movies ........................................................... 26
3.2 Impact of time frame on Brand recall from Un‐popular movies ..................................................... 28
Factor Analysis ............................................................................................................................................... 31
Appendix‐I ...................................................................................................................................................... 36
Appendix‐II ..................................................................................................................................................... 37
Appendix‐III .................................................................................................................................................... 40
References ..................................................................................................................................................... 45
4 | P a g e
Introduction
Product placement refers to the practice of including a brand name product, package, signage or
other trademark merchandise within a motion picture, television or other media vehicles for
increasing the memorability of the brand and for instant recognition at the point of purchase.
Product placements are commercial insertions within a particular media program intended to
heighten the visibility of a brand, type of product or service. These insertions are not meant to be
commercial break ups rather an integral part of the medium so that the visibility of the brand
increases.
Researchers have shown that viewers like product placements (unless there are too many) because
they enhance realism, aid in character development, create historical subtext, and provide a sense
of familiarity. For marketers, the availability of a captive audience with greater reach than
traditional advertisements, and the advantage of showing brands in their natural environment
provide motivation for product placements. Brand placements are frequently used in Hollywood
films and have subtly, of late entered in to Indian films.
This project aims at understanding and analyzing the concept of Product Placement in Bollywood
movies. Effectiveness of product placement is studied in terms of brand recall for products
endorsed in popular as well as un-popular movies. The study is carried out in two phases. In the
first phase, brand recall is studied in terms of remembrance of products/brands placed in the movies. In
the second phase, study is done to find out factors influencing the customers’ perception regarding product
placement in movies.
5 | P a g e
Research Objective
The objective of the research is to understand product placement in Bollywood movies and thereby
analyze its effectiveness as a tool of advertising in terms of brand recall.
The broad research questions this project tries to delineate are as follows:
1. To study the impact of stimuli on overall brand recall i.e. overall aided vs. unaided brand recall
from PPL in Bollywood movies.
2. To study the impact of stimuli on movie-brand combination recall i.e. aided vs. unaided
combination recall from PPL in Bollywood movies
3. To study the impact of stimuli on overall brand recall in popular and unpopular movies i.e.
overall brand recall in popular vs. unpopular movies
4. To study the impact of stimuli on brand recall from popular and unpopular movies i.e. aided vs.
unaided recall in popular movies and unpopular movies
5. Identify and classify factors having an impact on consumers’ perception towards product
placement in Bollywood movies.
6 | P a g e
Methodology The study evaluates the effectiveness of product placements in Bollywood movies on the basis of
brand recognition and recall. Methodology adopted can be enumerated in the following way-
• 10 Bollywood movies with product placement (6 unpopular and 4 popular) were selected,
on basis of Indian Box-office verdict. (Appendix-I)
• Short clips from each movie were split and collated into an approximately 10 minutes
video.
• Apart from the ten movies with product placement, clips from 4 filler-movies with no
product placement were inserted in the video.
• A structured questionnaire was designed to incorporate questions on overall brand recall,
movie-brand combination recall and lastly general perception regarding PPL. (Appendix-
II)
• Responses were taken for both aided and unaided recall.
o Aided Recall: Movie clip was shown to a set of respondents and the responses
were taken just after giving the stimuli.
o Un-aided Recall: Movie clip was shown to a set of respondents and responses were
collected after a time gap of 3 days.
• The responses collected were coded in Ms-Excel.
• Two-fold analysis was carried using frequency analysis and factor analysis.
• Frequency analysis results were substantiated using the statistical z-test of difference in
proportions. (Appendix-III)
7 | P a g e
Data Collection
Procedure Data was collected by administering questionnaire survey on the 1st year MBA students of IBS
Hyderabad. The movie clips so selected were combination of two kinds of placements i.e. implicit
& explicit-integrated. Respondents were shown a video clip of 10 minutes duration which had 10
movies with product placement. Also in the video were added a few fake movies to disturb any
early pattern if can be identified.
Sample size Sample comprised 182 1st year MBA students of IBS Hyderabad.
Method of sampling The method of sampling used was, “Non Probability Convenience Sampling “. It is the sampling
procedure used to obtain those units or people which are most conveniently available.
Questionnaire Design
• Sixteen variables were taken on a 5-point Likert scale (‘Strongly Agree’ to ‘Strongly
Disagree’ with strongly agree having the highest rating of 5 and strongly disagree having
the lowest rating of 1) to measure the attitude of consumers towards product placement in
Bollywood movies.
• Ten questions were designed to get the responses on the basis of correct product recall in
the movies.
• Four questions were designed on the basis of Movie-product combination.(Appendix-II)
8 | P a g e
Limitations • Time was one of the major constraints due to which our sample size was restricted to 182
respondents only.
• Majority of the data was collected from the students of IBS Hyderabad by the way of
convenience sampling. Hence the data collected may not be a representative of the entire
population.
• Certain values in the filled questionnaires were missing and to account for those missing
values the mean of all the entries of that variable were taken.
• While filing up the questionnaires for un-aided responses, many respondents didn’t turn up.
9 | P a g e
Literature Review 1. Title: Effectiveness of Product Placements in Indian Films and Its effects on Brand
Memory and Attitude with Special Reference to Hindi Films.
Author: Prof Tapan K Panda, IIM-K
Abstract: The article gives insight on the concept of product placements in movies and the
different types of product placements that exists. The author has also given information
about the effect of sponsorship on brands.
2. Title: Product Placement in Bollywood Movies.
Author: Dr. Subhadip Roy and Dr. Saurabh Bhattacharya, IBS Hyderabad
Abstract: The article gives insight on the growing trend of product placements in
Bollywood movies and the different types of product placements that exists these days. The
author has also given a review of the brands /products placed in the top ten box office hits
in the Hindi film industry in the year 2007.
3. Title: Product Placement in Movies : An Australian consumer perspective on their
Ethicality and Acceptability
Author: Author: Stacey Brennan, Philip J. Rosenberger III and Veronica Hementera,
Marketing Bulletin, 2004, 15, Article 1
Abstract: This paper replicates prior research and investigates the attitudes and perceptions
of Australian moviegoers in respect to the acceptability of product placement and audience
attitudes towards the placement of ethically-charged products, such as alcohol, guns and
cigarettes. The findings indicate that product, gender and movie frequency viewing have an
impact on product-placement acceptability. Australian consumers find ethically-charged
products to be less acceptable than neutral products. Gender comparisons revealed that
males are more accepting of both ethically-charged and neutral placements.
10 | P a g e
4. Title: Recognition and Recall of Product Placements in Movies and Broadcast
Programmes
Author: D.L.R. Van Der Waldt, L.D.Du Preez & S.Williams, Universidad Nacional De
Colombia, Bogota, Colombia. pp. 19-27, Year: 2008
Abstract: The purpose of this article is to investigate recognition and recall of brand names
via product placements in movies and broadcast programmes. The sample consists of
undergraduates male and females aged to 18-24 attending a territory level institution in
Pretoria, South Africa. The results shows that though there is no perfectly positive
relationship between prominence and recognition product placed in films, someone
watching a movie is more likely to recall the brand being shown(if it is used audio-visually
than it is shown only audibly or visually). Therefore if a product is prominently placed in a
movie, the recognition will be higher.
11 | P a g
FreqThe first
Bollywoo
i.e. corre
Study 1
1.1 Ove
OptioOptioOptioOptio
Total Res
: Correc
: Correc
g e
quenct measure ad
od movies.
ct brand reca
1: Overall
erall Aided
Qon 1 9on 2 1on 3 on 4 ponses 1
ct answers fo
ct answer an
cy Disdopted was
With the he
all in the mo
l Brand R
d Brand Re
Q5 Q6 90 6 11 6 6 3 1 93
108 108
or the particu
nd the maxim
stribufrequency d
elp of freque
ovies.
Recall
ecall Frequ
Q7 9 10 83 6
108 1
ular question
mum number
ution Adistribution
ency distribu
uency Ana
Q8 Q93 237 6294 4 4 19
108 108
n
r of responde
Analyanalysis so
ution, one c
alysis
Q10 5 4 98 1
108
ents answere
ysis as to exami
an visually
Q11 Q121 89 12 11 85 4 10 4 108 108
ed that quest
ine brand re
interpret the
2 Q13 12 73 16 7
8 108
tion
ecall in
e result
Q14 5 87 8 8
108
12 | P a g
g e
13 | P a g e
QUESTION NUMBER % OF CORRECT ANSWER GIVEN
Question 5 83.33 %
Question 6 86.11 %
Question 7 76.85 %
Question 8 87.03 %
Question 9 57.40 %
Question 10 90.74 %
Question 11 78.70 %
Question 12 90.74 % Question 13 67.59 %
Question 14 80.55 %
The above table shows that the aided brand recall was maximum for Question.10 (Health care
category: Fortis) and minimum for Question.9 (Automobile category: Porsche). It can be inferred
from this that people tend to recall more brands from popular movies since Question.10 was from
all time block-buster Bollywood movie 3-Idiots. Whereas brand in Question.9 was placed in an
unpopular movie, Wake Up Sid. Also, it can be inferred that the respondents were moreover able to
recall the brands correctly to a significant level as for most of the questions percentage of correct
answer given is more than 70%.
14 | P a g
1.2 Ove
1 2 3 4
g e
erall Unai
Q41
7
ided Brand
Q5 Q6 44 19 15 7 9 13 6 35 74 74
d Recall Fr
Q7 17 15 39 3 74
requency A
Q8 Q95 9 10 5451 4 8 7 74 74
Analysis
Q10 7 3 62 2 74
Q11 Q126 40 16 23 42 5 10 6 74 74
2 Q13 1 50 19 4 74
Q14 4 50 11 9 74
15 | P a g
The above
Porsche) a
the respon
questions
g e
e table shows
and minimum
ndents were m
; percentage o
QUESTIONQuestQuestQuestQuestQuestQuestQuestQuestQuestQuest
s that the Un-
m for Questio
moreover not
of correct ans
N NUMBER tion 5 tion 6 tion 7 tion 8 tion 9 ion 10 ion 11 ion 12 ion 13 ion 14
-aided brand r
on.6 (Retail S
able to recall
swer given is
% OF
recall was ma
tore category
l the brands co
less than 70%
F CORRECT AN59.45 47.29 52.70 71.62 87.83 86.48 56.75 54.05 67.56 70.27
aximum for Q
y: Shoppers S
orrectly to a s
%.
NSWER GIVEN% % % % % % % % % %
Question.9 (A
Stop). Also, it
significant lev
N
Automobile ca
t can be infer
vel as for mos
ategory:
rred that
st of the
16 | P a g e
1.3 Comparative Analysis of Overall Aided & Unaided Brand Recall Frequency
QUESTION NUMBER % OF CORRECT ANSWER GIVENIN AIDED‐RECALL
% OF CORRECT ANSWER GIVEN IN UN‐AIDED RECALL
Question 5 83.33 % 59.45 %
Question 6 86.11 % 47.29 %
Question 7 76.85 % 52.70 %
Question 8 87.03 % 71.62 %
Question 9 57.40 % 87.83 %
Question 10 90.74 % 86.48 %
Question 11 78.70 % 56.75 %
Question 12 90.74 % 54.05 % Question 13 67.59 % 67.56 %
Question 14 80.55 % 70.27 %
From the above table it can be inferred that for most of the product categories, the percentage of
correct answers was more in aided brand recall than the un-aided brand recall except for the
automobile category: Porsche. It implies that the time frame impacts the remembrance of a
particular brand in the movie. Also, for Question.9 it was found that the in both aided and un-aided
categories, percentage of correct answers given was significantly higher than other product
categories. The reason for this could be attributed to the movie 3-Idiots, wherein respondents are
able to recall more the product placed in all time block-buster hit.
17 | P a g
Study 2
2.1 Aide
: Corre
: Corre
g e
2: MovieB
ed Movie
ect answers f
ect answer an
Brand Co
Brand Co
for the partic
nd the maxim
OptioOptioOptioOptio
Total Res
ombinatio
ombination
cular questio
mum number
Qon 1 9on 2 on 3 on 4 sponses 1
on
n Recall Fr
n
r of respond
Q15 Q1691 2 8 10 1 87 8 9
108 108
requency A
dents answer
Q17 Q4 7 6 91 108 1
Analysis
ed that quest
Q18 5 4 93 6
108
tion
18 | P a g
The above
and slight
moreover
correct an
2.2 Un
g e
e table shows
tly low for Qu
able to recal
nswer given is
aided Mov
QUESTIONQuestQuestQuestQuest
s that the aide
uestion.16 (W
l the brands c
s more than 8
vieBrand
OptioOptioOptioOptio
Total Res
N NUMBER ion 15 ion 16 ion 17 ion 18
ed brand recal
Wake up Sid:
correctly to a
0%.
Combinat
Qon 1 5on 2 1on 3 on 4 sponses 7
% OF
ll was maxim
Porsche). Als
significant le
tion Recal
Q15 Q1653 1 12 5 5 66 4 2 74 74
F CORRECT AN84.25 80.55 84.25 86.11
mum for Quest
so, it can be i
evel as for mo
ll Frequen
Q17 Q4 6 4 60 74
NSWER GIVEN% % % %
tion.18 (Well
inferred that t
ost of the que
ncy Analysi
Q18 6 6 44 18 74
N
l Done Abba:
the responden
stions; percen
is
Nokia)
nts were
ntage of
19 | P a g e
QUESTION NUMBER % OF CORRECT ANSWER GIVEN Question 15 71.62 % Question 16 89.18 % Question 17 81.08 % Question 18 59.45 %
The above table shows that the aided brand recall was maximum for Question.16 (Wake up Sid: Porsche)
and minimum for Question.18 (Well Done Abba: Nokia). Also, it can be inferred that the respondents were
moreover able to recall the brands correctly to a significant level as for most of the questions; percentage of
correct answer given is more than 70%.
2.3 Comparative Analysis of Aided & Unaided MovieBrand Combination Recall Frequency
QUESTION NUMBER % OF CORRECT ANSWER GIVEN IN AIDED‐RECALL
% OF CORRECT ANSWER GIVEN IN UN‐AIDED RECALL
Question 15 84.25 % 71.62 %
Question 16 80.55 % 89.18 %
Question 17 84.25 % 81.08 %
Question 18 86.11 % 59.45 %
From the above table it can be inferred that for most of the product categories, the percentage of
correct answers was slightly more in aided brand recall than the un-aided brand recall except for
the Q 18: Well Done Abba- Nokia combination, where the difference is comparatively high. Low
differences in the both column values imply that the time frame does not have much impact on
remembrance of a particular brand in the movie. Also, for Question.18 where the difference is
found to be high between the aided and un-aided Brand-Movie combination recall, it may be
inferred that as the popularity of the actor endorsing the product is low as compared to the other
actors present in these combinations. The unaided recall is not effective as compared to aided
recall, as a respondent tends to remember the celebrity not the new comer and ultimately the
product used.
20 | P a g e
Statistical Analysis
Study 1: Impact of time frame on Overall Brand Recall from PPL in Bollywood movies
To study the impact of time frame on the correct brand recall from the product placement in
movies i.e. to see whether the correct brand recall is same for aided and un-aided categories of
respondents.
Observations
Category Number of Respondents
Total Correct Responses
Total Incorrect Responses
AIDED 108 851 229
UN-AIDED 74 484 256
Inference
Above Pie-charts show that the aided brand recall was more effective than the un-aided brand
recall. It implies that the time frame has an impact on a respondents’ recall behavior wherein
respondents are able to recall the brands more just after watching the movie and as the time passes
they tend to forget the brand placed in a particular movie.
79%
21%
OVERALL AIDED BRAND RECALL
TOTALCORRECTRESPONSES
TOALINCORRECTRESPONSES
65%
35%
OVERALL UN‐AIDED BRAND RECALL
TOTALCORRECTRESPONSES
TOTALINCORRECTRESPONSES
21 | P a g e
Zcalculated = + 2.007
Analysis
To study the impact of time frame on overall brand recall, a two-tailed test for differences
between proportions was applied.
Null Hypothesis H0: p1= p2 (There is no difference between Aided brand recall and Un-aided
brand recall);
Alternative Hypothesis H1: p1 not equal to p2 (There is a difference between Aided brand
recall and Un-aided brand recall)
p1: proportion of correct responses from aided recall
p2: proportion of correct responses from un-aided recall.
Confidence Level 95% (α = 0.05)
Z calculated = 2.007 (standard difference between the two sample proportion)
(Refer Appendix III: Workings 1)
This was a two-tailed test, therefore at 95% confidence level or at α=0.05, Z critical = ± 1.96
Rejection Region
Zcritical =‐ 1.96 Zcritical = + 1.96
22 | P a g e
Here, the calculated Z value lies outside the acceptance region, therefore rejecting the null
hypothesis; thus, aided and un-aided brand recall are not same and therefore it suggests that time
frame has an impact on the respondents’ brand recall behavior.
Suggestions
Since, it was found out that time frame has an impact on the brand recall behavior, movie
promoters or the marketers should continuously promote their brand by giving regular stimuli to
the customers at different places and at different time. It would enhance the visibility and the
remembrance capability of the customers and thus leading to the desired results as expected by the
marketers.
23 | P a g e
Study 2: Impact of time frame on MovieBrand Combination Recall
To study the impact of time frame on the correct brand-movie combination recall from the
product placement in movies i.e. to see whether the correct brand-movie combination recall is
similar for aided and un-aided categories of respondents. The question number 15- 18 ask the
respondent to identify the correct combination of a Brand seen in the Clip with the Movie name.
For respondents help we have mentioned the movie’s name in the subtitles for the respective part
shown in the clip.
Observations
Category Number of Respondents
Total Correct Responses
Total Incorrect Responses
AIDED 108 356 76
UN-AIDED 74 223 73
Inference
Above Pie-charts show that there is not much difference between the aided brand-movie
combination recall and unaided brand – movie combination recall. It implies that the time frame
does not have a significant impact on a respondents’ recall behavior wherein respondents are able
to recall the brands even after 3 days. This shows that respondents tends to associate a movie with
a brand more effectively or vice versa. This can also be interpreted as there is high tendency of
82.4%
17.6%
OVERALL AIDED BRAND RECALL
TOTAL CORRECT RESPONSES
TOAL INCORRECT RESPONSES
75.33%
24.66%
OVERALL UN‐AIDED BRAND RECALL
TOTALCORRECTRESPONSES
TOTALINCORRECTRESPONSES
24 | P a g e
Zcalculated = + 1.611
people to relate a movie with a brand if they get some hint for example a brand-combination is
been recalled easily by unaided respondents whereas in the previous study of brand recall, there is
high difference in the no. of correct responses in aided and unaided recall.
Analysis
To study the impact of time frame on overall brand recall, a two-tailed test for differences
between proportions was applied-
Null Hypothesis H0: p1= p2 (There is no difference between Aided Movie-Brand combination
recall and Un-aided Brand-Movie combination recall)
Alternative Hypothesis H1: p1 not equal to p2 (There is a difference between Aided Movie-
Brand combination recall and Un-aided Movie-Brand combination recall)
Confidence Level 95% (α = 0.05)
p1: Proportion of correct responses from aided recall
p2: Proportion of correct responses from un-aided recall
(Refer Appendix-III: Workings-2)
Z calculated = 1.611 (standard difference between the two sample proportion)
Conclusion
This was a two-tailed test, therefore at 95% confidence level or at α=0.05, Z critical = ± 1.96
Zcritical =‐ 1.96 Zcritical = + 1.96
Rejection Region
25 | P a g e
Here, the calculated Z value lies inside the acceptance region, therefore we cannot reject the null
hypothesis; thus, aided and un-aided brand-movie combination recall are similar and therefore it
suggests that time frame does not have an impact on the respondents’ recall behavior.
Suggestions
Since, it was found out that time frame does not have a significant impact on the brand recall
behavior if asked with the combination of movie name. The point to be noted here is that in all the
four combinations asked in the questionnaire, the product placed mixes well with the story line and
also the products are visible adequately. This itself can act as a stimuli for the audience as the
brand placed is been used by the actor/actresses in the movie and the audience tends to relate the
product with the movie or celebrity. Thus movie promoters or the marketers should place their
products in coherence with the story line and image of the movie as well as celebrity. It would
enhance the visibility and the remembrance capability of the customers and thus leading to the
desired results as expected by the marketers.
26 | P a g
Study popula
The obje
popular a
popularit
relation b
3.1 Imp
Observat
Movie T
Popul
Un-pop
Inferenc
Above P
unaided b
significan
able to re
g e
3: Impacar vs. unp
ective here is
as compared
ty of a mov
between aide
pact of tim
tions
Type
lar
pular
ce
ie-charts sho
brand recall
nt impact on
ecall the bran
ct of timopular m
s to study th
d to PPL in u
vie has posit
ed and unaid
me frame o
Category
Aided
Un-aided
Aided
Un-aided
ow that ther
l from PPL i
n a responde
nds even aft
e frame movies
he impact of
unpopular m
tive associat
ded brand rec
n Brand re
NuRes
re is not sign
in popular m
ents’ recall b
er 3 days. Th
on bran
f time fram
ovies. In oth
tion with br
call in popul
ecall from
umber of pondents
108
74
108
74
nificant diffe
movies. It im
behavior wh
his shows th
d recall
me on the cor
her words, th
rand recall. F
lar as compa
m popular m
Total Resp
3
2
5
2
ference betw
mplies that th
herein respon
hat responden
of produ
rrect brand-r
he objective
Further it tr
ared to unpop
movies
Correct ponses
347
206
504
278
ween the aide
he time fram
ndents are ab
nts tends to
ucts place
recall from
is to find ou
ries to find
pular movie
Total IncRespon
85
90
144
166
ed brand rec
me does not
ble to more
associate a p
ed in
PPL in
ut if the
out the
s.
orrect nses
4
6
call and
have a
or less
popular
27 | P a g e
movie with a brand more effectively or vice versa. This can also be interpreted as there is high
tendency of people to relate a brand with a popular movie irrespective of the elapsed time frame.
Analysis
To study the impact of time frame on brand recall from popular movies, a two-tailed test for
differences between proportions was applied.
Null Hypothesis H0: p1= p2 (There is no difference between Aided brand recall and Un-aided
brand recall in popular movies)
Alternative Hypothesis H1: p1 not equal to p2 (There is a difference between Aided brand
recall and Un-aided brand recall in popular movies)
Confidence Level 95% (α = 0.05)
p1: proportion of correct responses from unaided recall in popular movies
p2: proportion of correct responses from aided recall in popular movies
(Refer Appendix-III: Workings-3)
Z calculated: -1.6638 and Z critical: 1.96
This was a two-tailed test, therefore at 95% confidence level or at α=0.05, Z critical = ± 1.96
Z critical = ‐ 1.96 Z critical = + 1.96
Rejection Region
Z calculated = ‐ 1.66
28 | P a g
Here, the
be rejecte
behavior
Suggesti
PPL in p
brands p
expenditu
3.2 Imp
Observat
Movie T
Popul
Un-pop
Inferenc
Above P
unaided b
significan
g e
e calculated
ed; thus, aid
in case of P
ons
popular movi
placed in p
ure on the pr
pact of tim
tions
Type
lar
pular
ce
Pie-charts sh
brand recall
nt impact on
Z value lies
ded and un-a
PPL in popul
ies acts mor
popular mov
roducts/bran
me frame o
Category
Aided
Un-aided
Aided
Un-aided
how that the
l from PPL
n a responde
within the a
aided brand r
lar movies.
re like an ad
vies and th
nds already p
n Brand re
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29 | P a g e
brands effectively after 3 days. This shows that respondents cannot correctly associate a brand with
an unpopular movie if there is a significant time lag between the exposure to stimuli and response
taken. This can be interpreted in a way that there is a high tendency of people to un-correctly relate
a brand with an un-popular movie.
Analysis
To study the impact of time frame on brand recall from un-popular movies, a two-tailed test for
differences between proportions was applied.
Null Hypothesis H0: p1= p2 (There is no difference between Aided brand recall and Un-aided
brand recall in unpopular movies)
Alternative Hypothesis H1: p1 not equal to p2 (There is a difference between Aided brand
recall and Un-aided brand recall in unpopular movies)
Confidence Level 95% (α = 0.05)
Where,
p1: proportion of correct responses from unaided recall in unpopular movies
p2: proportion of correct responses from aided recall in unpopular movies
(Refer Appendix-III: Workings-4)
Z calculated: -2.2288
This was a two-tailed test, therefore at 95% confidence level or at α=0.05, Z critical = ± 1.96
Z critical = ‐ 1.96 Z critical = + 1.96
Rejection Region
Z calculated = ‐ 2.2288
30 | P a g e
Here, the calculated Z value lies outside the acceptance region, therefore the null hypothesis is
rejected; thus, aid or stimuli has an impact on the respondents’ brand recall behavior in case of
PPL in unpopular movies.
Suggestions
PPL in unpopular movies has high dependence on the time frame. Thus, marketers have to
constantly give stimuli over an extended period of time in the form of different promotional
activities so that consumer is able to recall the brand for a long time.
31 | P a g e
Factor Analysis Factor Analysis was run to find out factors influencing consumer perception of PPL in Bollywood
movies. It would help in reducing total 16 independent variables into a smaller set of uncorrelated
factors.
The 16 independent variables considered in the study are-
• Preference to see real brands in movies
• Real brands make the situation more realistic
• Brands to go along with the story-line
• Real Brands have positive influence
• Pleasant
• Relevance
• Originality
• Morality
• Dynamism
• Honesty
• Amusement
• Taste
• Acceptability
• Frankness
• Agreeableness
• Appealing
32 | P a g e
KMO and Bartlett’s test of Sphericity
Generally, a KMO value which is greater than 0.5 is desirable. The value in the analysis is 0.723.
Therefore factor analysis is suitable for this study. Bartlett test of sphericity having a value less
than 0.000 shows that it is significant.
Communalities
Here the variables having communalities more than 0.4 were considered to be significant for the
study. In this analysis, the initial communalities showed the variables Pleasant, Dynamism,
Amusement and Agreeableness having communality lower than 0.4, therefore these variable were
removed. All the other variables were significantly explained by the factors.
33 | P a g e
Total Variance Explained
It was found that four factors have Eigen values (a measure of explained variance) greater than or
very much closer to 1.0 which is a common criterion for a factor to be useful. Here the first factor
shows the highest variance i.e. it explained 26.793 % of the total variance explained. Taking the
four factors, it explained 59.724 % of the total variance, which is reasonably significant for the
study.
Total Variance Explained
Component
Initial Eigenvalues Extraction Sums of Squared
Loadings
Rotation Sums of Squared
Loadings
Total % of
Variance
Cumulative
% Total
% of
Variance Cumulative % Total
% of
Variance
Cumulative
%
1 3.215 26.793 26.793 3.215 26.793 26.793 2.123 17.694 17.694
2 1.640 13.668 40.461 1.640 13.668 40.461 2.015 16.789 34.484
3 1.199 9.989 50.450 1.199 9.989 50.450 1.849 15.410 49.894
4 1.113 9.274 59.724 1.113 9.274 59.724 1.180 9.830 59.724
5 .841 7.008 66.732
6 .802 6.681 73.412
7 .748 6.229 79.642
8 .694 5.779 85.421
9 .503 4.188 89.609
10 .452 3.769 93.378
11 .434 3.613 96.991
12 .361 3.009 100.000
34 | P a g e
Scree Plot
It can be inferred from the plot that after component number 4, the Eigen values go below 1 and
there is a gradual trailing off in the plot. So, only four factors will be considered for the study.
Rotated Component Matrix
The Rotated Factor Matrix table contains the factor loadings which is a key for understanding the
results of the analysis. Here, the software has sorted the 12 variables into four factors wherein each
factor consists of those variables which have a loading of 0.50 or higher.
Rotated Component Matrixa
Component 1 2 3 4
Preference_for_Real_brands .799
Real_brands_to_make_situation_more_realistic .844
Use_only_necessary_brands_according_to_story_line .871 Brands_positively_influence_the_audience .708
Relevance .605
Originality .672
Morality .738
Honesty .676
Taste .727
Acceptability .698
Frankness .517
Appealing .612
35 | P a g e
Critical Factors
Variables Clubbed Factor/ Component
Relevance Originality Morality Honesty
Ethicality
Taste Acceptability Frankness Appealing
Perceived Brand Image
Preference to see real brands Real brands to make situation more realistic Real brands positively influence the audience
Use of Real Brands
Usage of only necessary brands going with the story line
Product Aptness with the story
The variables have been appropriately loaded into respective factors. Factor 1 has variables which
cover ethicality issues, factor 2 has variables which describe how they appeal the viewers and how
the viewers perceive them, factor 3 has variables which are related to using of real brands and
finally factor 4 has only one variable which relates to the product aptness with the story-line of the
movie.
Surprisingly, it is seen that the variable ‘Relevance’ under factor 1 which means the same thing as
the variable ‘use only necessary brands according to story line’ under factor 4, have fallen under
different factors. The reason for this can be attributed to the fact that the respondents might have
perceived the two variables to be different in meaning.
36 | P a g e
Appendix‐I
Table1: Bollywood Movie details
Movie Product Category Brand Total Earnings (INR crore)
Box Office Verdict
Rann Laptop Vaio 7.5 Flop
Once Upon A Time In Mumbai (OUATIM)
Automobile Mercedes 56.03 Hit
Jaane Tu Ya Jaane Na Beverage Coke 56.41 Super Hit
3 Idiots Health Care Fortis 195 Blockbuster
Well Done Abba • Mobile • Telecom Service
Provider
• Nokia • Reliance
Comm
2.25 Flop
Jannat Apparels Spykar 30.65 Super Hit
Badmaash Company Footwear Reebok 20.25 Average
Namaste London Financial Services Western Union 33.98 Hit
Wake Up Sid • Laptop • Automobile
• Apple • Porche
26 Above Average
Karthik Calling Karthik Retail Store Shoppers' Stop 13.5 Below Average
Table2: Classification of movies according to Boxoffice verdict
Popular Movies (Hit, Super Hit, Blockbuster)
Unpopular Movies (Flop, Below Average, Average,
Above Average)
OUATIM Rann
Jaane Tu Ya Jaane Na Well Done Abba
3 Idiots Badmaash Company
Namaste London Wake Up Sid
Jannat Karthik Calling Karthik
37 | P a g e
Appendix‐II
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Appendix‐III
Working1
Null Hypothesis H0: p1= p2 (There is no difference between Aided brand recall and Un-aided
brand recall)
Alternative Hypothesis H1: p1 not equal to p2 (There is a difference between Aided brand
recall and Un-aided brand recall)
Confidence Level 95% (α = 0.05)
Where,
p1: proportion of correct responses from aided recall
p2: proportion of correct responses from un-aided recall
q1: proportion of in-correct responses from aided recall
q2: proportion of in-correct responses from un-aided recall
n1: sample size of respondents under aided recall category
n2: sample size of respondents under un-aided recall category
σ: Standard Error of the difference between two proportions
σ^: Estimated standard error of the difference between two proportions
p^: Estimated overall proportion of successes in two populations
q^: Estimated overall proportion of failures in two populations
41 | P a g e
Calculations
p1 = [Total Correct Responses] / [Correct Responses + Incorrect Responses]
= [851 / (851+259)] = 0.787
q1 = [Total Incorrect Responses] / [Correct Responses + Incorrect Responses] OR [1- p1]
= (1-0.787) = 0.212
p2 = [Total Correct Responses] / [Correct Responses + Incorrect Responses]
= [484 / (484+256)] = 0.654
q2 = [Total Incorrect Responses] / [Correct Responses + Incorrect Responses] OR [1 – p2]
= (1-0.654) = 0.345
σ = = {[(0.78 * 0.21)/108] + [(0.65 * 0.34)/74]} = 0.067
p^ =
= {[ (108 * 0.78) + (74 * 0.65)] / (108+74)}= 0.733
q^ =
= {[(108 * 0.21) + (74 * 0.34)] / (108+74)} = 0.266
Also, q^ = (1 – p^)
σ^ =
= {[ (0.733 * 0.266)/108] + [(0.733 * 0.266)/74]}= 0.0667
Z = {[(p1 – p2) - (p1 – p2) H0] / σ^} = {[(0.787-0.654) - 0]/0.0667} = 2.007
Z calculated = 2.007 (standard difference between the two sample proportion)
[(p^ * q^)/n1] + [(p^ * q^)/n2]
42 | P a g e
Workings2
To study the impact of time frame on overall brand recall, a two-tailed test for differences
between proportions was applied-
Null Hypothesis H0: p1= p2 (There is no difference between Aided Movie-Brand combination
recall and Un-aided Brand-Movie combination recall)
Alternative Hypothesis H1: p1 not equal to p2 (There is a difference between Aided Movie-
Brand combination recall and Un-aided Movie-Brand combination recall)
Confidence Level 95% (α = 0.05)
Where,
p1: Proportion of correct responses from aided recall
p2: Proportion of correct responses from un-aided recall
Calculations:
p1 = [356 / (356+76)] = 0.824
q1 = (1-0.824) = 0.175
p2 = [223 / (223+73)] = 0.753
q2 = (1-0.753) = 0.246
σ = {[(0.824 * 0.175)/108] + [(0.753 * 0.246)/74]} = 0.062
p^ = {[ (108 * 0.824) + (74 * 0.753)] / (108+74)}= 0.795
q^ = {[(108 * 0.175) + (74 * 0.246)] / (108+74)} = 0.204
σ^ = {[ (0.795 * 0.204)/108] + [(0.795 * 0.204)/74]}= 0.06088
Z = {[(0.824-0.753) - 0]/0.06088} = 1.611
Z calculated = 1.611 (standard difference between the two sample proportion)
43 | P a g e
Workings3
To study the impact of time frame on brand recall from popular movies, a two-tailed test for
differences between proportions was applied.
Null Hypothesis H0: p1= p2 (There is no difference between Aided brand recall and Un-aided
brand recall in popular movies)
Alternative Hypothesis H1: p1 not equal to p2 (There is a difference between Aided brand
recall and Un-aided brand recall in popular movies)
Confidence Level 95% (α = 0.05)
Where,
p1: proportion of correct responses from unaided recall in popular movies
p2: proportion of correct responses from aided recall in popular movies
Standard Error: 0.0666
P^ = 0.75961 (estimated proportion of correct responses from unaided recall)
q^ = 0.24038 (estimated proportion of correct responses from unaided recall)
σ^ = 0.6448
Z calculated: -1.6638
Workings4
To study the impact of time frame on brand recall from un-popular movies, a two-tailed test for
differences between proportions was applied.
Null Hypothesis H0: p1= p2 (There is no difference between Aided brand recall and Un-aided
brand recall in unpopular movies)
Alternative Hypothesis H1: p1 not equal to p2 (There is a difference between Aided brand
recall and Un-aided brand recall in unpopular movies)
44 | P a g e
Confidence Level 95% (α = 0.05)
Where,
p1: proportion of correct responses from unaided recall in unpopular movies
p2: proportion of correct responses from aided recall in unpopular movies
Standard Error: 0.0696
P^ = 0.71611 (estimated proportion of correct responses from unaided recall)
q^ = 0.28388 (estimated proportion of correct responses from aided recall)
σ^ = 0.06804
Z calculated: -2.2288
45 | P a g e
References
1. Prof Tapan K Panda, ‘Effectiveness Of Product Placements In Indian Films And Its Effects
On Brand Memory And Attitude With Special Reference To Hindi Films’, IIM-K
2. Dr. Subhadip Roy and Dr. Saurabh Bhattacharya, (2008) ‘Product Placement in Bollywood
Movies’, IBS Hyderabad
3. Stacey Brennan, Philip J. Rosenberger III and Veronica Hementera, Marketing Bulletin,
(2004), ‘Product Placement In Movies: An Australian Consumer Perspective On Their
Ethicality And Acceptability’. Article 1
4. D.L.R. Van Der Waldt, L.D.Du Preez & S.Williams, (2008), ‘Recognition and Recall of
Product Placements in Movies and Broadcast Programmes’, Universidad Nacional De
Colombia, Bogota, Colombia. pp. 19-27.