The Effects of Subtle and Prominent Product Placements in Movies and Television Programmes among Generation Z

Tan, Sue Fen (2023) The Effects of Subtle and Prominent Product Placements in Movies and Television Programmes among Generation Z. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Marketers have frequently explored alternate strategies for getting their ideas over to the target audience. Product placement has become a popular strategy over the past few decades for businesses to use in their marketing communications. People have been proven to reject traditional advertising, such as TV commercial breaks, and to try to escape it by changing the channel. It is an excellent chance to spread a company's message since product placement is a sort of marketing that is integrated into a movie or TV show and cannot be removed without changing the plot. There have been a number of studies in the area of mapping attitudes about product placement, but none specifically targeted the Gen Z demographic. The goal of this thesis is to better understand how Gen Z audiences feel about product placement in movies and television shows, which will help marketers better understand consumer attitudes about product placement. According to the survey, Gen Z viewers generally have a favorable perception of product placement. When it comes to the three major types of product placement—visual-only, audio-only, and combined audio-visual—it has been demonstrated that visual placements are the most well-received approach to include a product in a motion picture or television programme. Additionally, there were significant parallels to other research showing that prominent placement is associated with a negative attitude whereas subtle placement is associated with a positive attitude