THE EFFECTIVENESS OF FOOD AND BEVERAGE PRODUCT PLACEMENT IN KOREAN DRAMAS

• Main Author: Savy Poluan, Rachel
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68163
• Institution: Institut Teknologi Bandung

The increase of Korean drama audiences in Indonesia over the years opens up another way for businesses to promote their products or services through product placement, which is a marketing strategy commonly found in Korean dramas. Product placement comes with different dimensions categorised into modality and prominence. In terms of modality, audio-visual and visual only product placements are the most common to be utilised in Korean dramas. The cost of two types of modality differs in which audio-visual was found to be higher in cost. This shows that marketers need to consider whether is it worth it for them to spend more from their budget in a product placement. This paper analyses the effectiveness of different product placements by measuring brand awareness and brand attitude consumers have towards food and beverage brands displayed in Korean dramas using different product placement dimensions as well as comparing the effectiveness of prominent audiovisual and prominent visual food and beverage product placement in creating purchase intention with brand awareness and brand attitude as mediating variables. A post-test only non-equivalent quasi-experimental research design with a quantitative survey was used on a control group and two treatment groups. Participants in treatment groups were exposed to a short clip of either audio-visual or visual product placement scene before completing online questionnaire whilst the control group were not exposed to any product placement scene and filled out the survey directly. Methods used to analyse the data collected include Reliability Test, Pearson Correlation Coefficient, One-Way Analysis of Variance and Post-Hoc Test. Out of the four hypotheses developed, only one of them was accepted. Predictions were focused on proving that audio-visual product placement yields higher awareness, more positive attitude and to be successful in generating purchase intention. Results showed that the use of different product placement dimensions affect top-of-mind awareness and brand attitude yet no significant difference between audio-visual and visual product placement. Also, both top-of-mind awareness and brand attitude resulting from product placement successfully generated purchase intention among the Indonesian audience, with a more significant relationship found in brand attitude from audio-visual product placement.