The Role of in-Film Advertising in Promoting the Sales of...

THE ROLE OF IN-FILM ADVERTISING IN PROMOTING THE SALES OF A BRAND ABSTRACT Introduction: 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†¦show more content†¦LITERATURE RESEARCH DESIGN The research design technique used is the hyposthesis-testing research studies.As we wanted to study the relationship between the two variables used in the hypothesis, one being (influence) of in-film advertising and second (its effect) on promotion of sales of the brand. TITLE Role of In-film advertising in promoting the sales of the brands. RESEARCH QUESTIONS RESEARCH PROBLEM The past four to five years has seen an tremendous increase, in the use of in-film advertising. Movies such as delhi 6, dhoom 1, Don, Aisha , Tees Maar khan etc have visibly made the use of in-film advertising. No matter if the movie belongs to a big banner or a small banner, whether it is a thumbs up or a super flop, companies have vigorously used this technique, to advertise their brands and thus increase their visibility. The question arises as to what makes them invest crores of their funds into this field, is it actually helping them to promote sales? Has it in fact helping to build up a brand image? And also, if ever it is not converting the prospective customers into customers, what is the reason behind it’s failure? RESEARCH OBJECTIVES The objectives of conducting the research are as follows 1. To find out whether people known what in film advertising is? 2. To find out whether the viewers are able to recall the brands being showcased in the movie? 3. To find out whether it is increasing the visibility of theShow MoreRelatedFunctions of Marketing and Public Relations1238 Words   |  5 Pagesimprove sales by creating what people want. A marketing strategy is a plan identifying your target market, goals and objectives. It should include the 4 P’s. The purpose of a marketing strategy is to provide you with a structure and time limits. Advertising is an effective way to communicate. Advertising is used to sell your product apart from the competition, and encourage your target market to take an interest in your campaign/product to create awareness. The function of brand promotionRead MoreLaunching the Bmw Z3 Roadster1042 Words   |  5 Pagesdrivers. The Z3 initiative provided the important opportunity to increase market share and build a stronger brand connection with Americans. Its success would influence how Americans related to all BMW products moving forward, shaping overall brand strength across market segments. The Z3 Roadster launch also needed to be done with the context of BMW’s redesigned 5 series and their role as the â€Å"official international automotive sponsor† of the 1996 Atlanta Summer Olympics. For the launch ofRead MoreThis essay explores the mutually beneficial commercial collaborations between the tobacco companies1700 Words   |  7 Pagescollaborations between the tobacco companies and major motion picture studios from the late 1920s through the 1940s. Smoking in movies is associated with adolescent and young adult smoking initiation. Public health efforts to eliminate smoking from films accessible to youth have been countered by defenders of the status quo, who associate tobacco imagery in â€Å"classic† movies with artistry and nostalgia. Both the entertainment and tobacco industries recognised the high value of promotion of tobaccoRead MoreDigital Marketing : The Utilization Of Electronic Media Essay1423 Words   |  6 Pagescustomers and allowing them to interact with the brand through digital media. This article focuses on the importance of digital marketing for both marketers and consumers. We examine the effect of digital marketing on the firms’ sales. Additionally the differences between traditional marketing and digital marketing in this paper are presented. This study has described various forms of digital marketing, effectiveness of it and the impact it has on firm’s sales. The examined sample consists of one hundredRead MoreChallenges Of The 21st Century And The Role Of Advertising1281 Words   |  6 Pagesâ€Å"Challenges of the 21st century and the role of advertising in the future.† There are many challenges and dispute that advertisers face in the marketing. Advertising is an audio, visual, print form of marketing communication with potential and existing target audience either for commercial or social purpose. It is something that captures the attention of a customers. Advertising has moved away from traditional print and television to a smaller screen of the mobile phone. The primary purpose ofRead Moreâ€Å"the Impact of Celebrity Endorsement on a Customer’s Buying Behaviour†2543 Words   |  11 Pagescelebrity endorsement on a customer’s buying behavior† and using celebrities in advertising and endorsing different products. Various Theories selected within this literature review are those which constitute a core of consumer buying behavior theory in relation with the marketing principles. In particular, the literature is also reviewed which genuinely examines the influence and impact of celebrities in advertising and endorsing va rious consumer products. McCrackens (1989) defines a celebrityRead Moreâ€Å"the Impact of Celebrity Endorsement on a Customer’s Buying Behaviour†2559 Words   |  11 Pagescelebrity endorsement on a customer’s buying behavior† and using celebrities in advertising and endorsing different products. Various Theories selected within this literature review are those which constitute a core of consumer buying behavior theory in relation with the marketing principles. In particular, the literature is also reviewed which genuinely examines the influence and impact of celebrities in advertising and endorsing various consumer products. McCrackens (1989) defines a celebrityRead MoreAdvertising : Advertising And Advertising1636 Words   |  7 PagesIntroduction Every Advertising campaign main focus is to be cost effective, reach the largest target audience and most importantly should attract new customers.(allbusiess.com) Advertising plays a crucial role for every company regarding the size of the company, it doesn’t matter if the company is big or small an effective and well planned ad campaign can do wonders for the company. â€Å"Effective advertising reaches potential customers and informs them of your products or services. Ideally, advertising shouldRead MoreCoca Col An Overview1694 Words   |  7 Pagesthere was as little as 1/400 of a grain of cocaine per ounce of syrup. It eventually became cocaine free in 1929. The Coca Cola company reports on their website that the first year John only sold 9 servings daily in Atlanta at 5 cents each. Currently, sales are at 1.9 billion servings daily worldwide. Over the course of three years, 1888-189, Pemberton sold the Company to Atlanta businessman Asa Griggs Candler. Candler gave aw ay coupons for complimentary first tastes, and gave pharmacists clocks, urnsRead MoreCelebrities And Consumer Culture Of Citizens1407 Words   |  6 Pagesinterlinked majorly with consumers since without the other; the other would cease to exist. This is evident as celebrities livelihood relies completely upon the consumer culture of citizens, which is what makes them famous, and gives them that celebrity role. Whilst this is apparent, the links involve As stated by Graeme Turner in Understanding Celebrity, ‘the contemporary celebrity will usually have emerged from the sports or entertainment industries; they will be highly visible through the media; and