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THE INFLUENCE OF BRAND PLACEMENT IN BOLLYWOOD ON THE INDIAN
CONSUMER
by
Chaiti Sen
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2010
Copyright 2010 Chaiti Sen
Object Description
| Title | The influence of brand placement in Bollywood on the Indian consumer |
| Author | Sen, Chaiti |
| Author email | chaiti.sen@usc.edu; chaiti.sen@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2010-05-03 |
| Date submitted | 2010 |
| Restricted until | Unrestricted |
| Date published | 2010-05-05 |
| Advisor (committee chair) | Floto, Jennifer |
| Advisor (committee member) |
Wang, Jian Durbin, Daniel |
| Abstract | Brand placement in Bollywood is becoming increasingly common, yet little is known about its effectiveness. A review of the main areas of research undertaken to date reveals that researchers have focused on a few central themes:consumer/viewer attitude toward product placement, recognition and recall of brands and the effects of brand placement on consumer behavior. Researchers have largely ignored assessments of the impact of brand placement on brand sales. This thesis examines the effectiveness of product placement by measuring its impact on purchase decisions. Results indicate that brand placement has little or no influence on a consumer‘s decision to purchase brands and that brand sales are not a successful measure of effective placement. Brand placements lead to awareness and recall but do not necessarily translate to sales; hence, brand placements cannot be a stand-alone strategy. To achieve the desired outcome of improved brand awareness, enhanced brand recall and increased sales, product placement has to be integrated with other established marketing tools. Even when integrated in a larger media plan, product placement has to have a keen focus on consumers, characters and film category. |
| Keyword | Bollywood; product placement; product marketing; in-film placement; brand placement; Hollywood |
| Geographic subject (country) | India |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3004 |
| Rights | Sen, Chaiti |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | http://www.usc.edu/isd/libraries/services/ask_a_librarian/email/ |
| Filename | etd-Sen-3406 |
| Archival file | uscthesesreloadpub_Volume23/etd-Sen-3406.pdf |
Description
| Title | Page 1 |
| Full text | THE INFLUENCE OF BRAND PLACEMENT IN BOLLYWOOD ON THE INDIAN CONSUMER by Chaiti Sen A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) May 2010 Copyright 2010 Chaiti Sen |
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