AbstractsBusiness Management & Administration

In recent years, the Product placement industry has seen a significant boom. The growth of Product placement continues as media seeks funding and branded products. Product placement in Indian films and television is becoming increasingly common. This research focused on a few central themes like viewer attitude toward Product placement, recognition and recall of brands and viewers opinions related to Ethical issue as advertisement or pure entertainment, need for government control and influence on viewers. The results of a survey of 963 respondents from Pune and Mumbai are reported in this thesis. Results indicate that Brand placements lead to awareness and recall but unrequited or too much product placement practice leads the ethical concern. Viewers have mixed response to ethical issues related to product placement in Indian films. The study was restricted to analyze the product placement in Hindi films only. But the outcome of this study may apply to other regional films also. The results of the proposed research will provide marketers and business decision makers with a further understanding of product placement, identifying whether it is a worthwhile promotional strategy compared with the traditional media which are becoming saturated. newline%%%