THE ROLE OF IN-FILM ADVERTISING IN PROMOTING THE SALES OF A BRAND
Cinema gives a powerful environment in which to advertise. The film being shown virtually identifies the target audience and makes it very easy to schedule and buy advertising spots to match brand message to potential consumers. Better still, the audience is completely captive and in a receptive frame of mind as they wait to be entertained. A well organized media plan based closely around the films being shown can be a highly effective way of communicating brand messages to a willing audience. In-film advertising is very much alive and kicking.
Hence we have formulated the following hypothesis:
‘In-film advertising helps in promoting the sales of the brands.’
The first method used was a Quantitative Research Survey. The sample size was 100 people aged between 16-45 years. The locations selected for the survey were Andheri, Malad, Bandra, Dadar, Matunga
The second method used was a Qualitative Research Method, wherein, we segregated the people if their responses indicated that In-film advertising didn’t affect their choices of buying brands. The questions asked were in order to determine the reason behind this attitude.
Our findings clearly indicate a very high percentage of the success of In-film Advertising. But also, a number of people also responded by saying that In-film advertising was a gimmick and they weren’t affected by it.
On the basis of these findings, we can safely conclude that our Hypothesis has been proved right, i.e. ‘In-film advertising helps in promoting the sales of the brands.’
Product placements in films help a lot, as long as they are woven into the story intricately and are not just a random appearance in a song sequence. In-film advertising is akin to gambling. If the film becomes a superhit, the brand is saved. But, if the film flops, the brand takes a heavy dent. One bad placement can do more damage than 10 good placements. Artistic integrity is crucial for successful brand placements and the utility of the product has to be woven properly into the script. The placement should be a natural fit and shouldn't be unnatural. The best way to deliver the message is to catch the customer off-guard, when their rational defenses are down. The best way to do so is to use the emotional gate rather than the rational gate. The rational gate scrutinises the advantages, benefits, features and seeks value for money; the emotional gate is all about trust, love, identification and belief and in India, the films operate at the emotional level of an individual.
In-film advertising heavily depends on the popularity of particular films, the actors starring in them and their credibility. The strategy of placing some selected brands in films, gives them an additional marketing push, even though the stars featuring them may not be directly endorsing these brands.
The respondents of the survey that we conducted, mentioned that the brand has to have a certain character in the film, combined with certain attributes and should not just be a stagnant prop. In the movie Corporate, by Madhur Bhandarkar, the costumes were visibly sponsored by Allen Solly, thus giving the brand certain leverage and creates positive brand awareness among the audience. In-film branding may be one more paying alternative of marketing. Once the brand gets noticed through the films it gets a status quo by itself. In-film advertising is a rather economical medium of advertising, compared to other costlier mediums. Brands have realised that movies are a great way to reach out to an audience which is captive for a few hours. Brand managers today realise that a movie finds traction across different platforms apart from cinema theatres, such as DTH, entertainment channels on TV and home video. So the brand continues to gain exposure even after a movie is released in the...
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