THE EFFECT OF PRODUCT PLACEMENT TO BRAND AWARENESS OF INDONESIAN FILM

• Main Author: Bulan Jelantik, Sheila
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64213
• Institution: Institut Teknologi Bandung

Many promotional mediums are utilized to promote brand, and one of them is television and movies. Many brands are attempting to develop advertisements to introduce their products. However, in this era, the audience can easily skip advertisements and end up with products from the brand not being delivered or not being recognized well by the audience. There is an alternative promotion that is attractive and cannot be skipped by the audience by placing the product on television or in films or usually known as product placement. Some brands already implement product placement on films. Therefore, this research aims to discuss and determine the effect of three dimensions of product placement (visual, auditory and plot connection) on brand awareness and acceptance of product placement from the audience of film Keluarga Cemara. There are 125 qualified respondents in this study who were the audience of the Cemara Family, Indonesian citizens. The findings of this research show that respondents only gave positive perceptions of product placement in terms of audio on brand awareness, respondents can be aware of the existence of brand (Gojek) in film Keluarga Cemara, while in terms of audience’s acceptance, respondents only gave positive perceptions of product placement in terms of plot connection on film Keluarga Cemara, respondents stated that the presence of brand (Gojek) in the film Keluarga Cemara did not interfere with the storyline of the film Keluarga Cemara. This research is expected to enhance the knowledge of marketers and brands in maximizing the use of product placement in films, especially in Indonesia.