PRODUCT PLACEMENT IN THE PAKISTANI ENTERTAINMENT INDUSTRY
DOI:
https://doi.org/10.52567/pjsr.v4i2.511Abstract
Product placement is a marketing tool that uses an unconventional way of promoting the products and brands in the entertainment setup, be it movies, dramas, or other creative content. The objective of the study is to see if the viewers register product placement and evoke any emotions in the viewers. The study uses qualitative research using interviews as a research method and thematic analysis technique to analyze the data. The population of the study is working women who watch dramas and movies as a pass time or as a means of entertainment. The study reflects that viewers register the product placement but aren’t happy with the directedness and repetition of the products and brands and prefer subtlety. The study will help the practitioners understand the primary viewers’ mindset, i.e., women, about the content and how they can plan the product placement aligned with the context to increase brand awareness and purchase intention.
Keywords: Product Placement, Pakistani Dramas and films, advertisement, Influencer.
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