Abstract:
Product placement in programs is becoming a popular trend in Sri Lanka. Literature suggests that product
placement is the inclusion of a brand name, product package or other trademark merchandise within a
motion picture, television show, music video or movie. The main difference between product placement and
traditional commercials is, viewers normally shift to another channel or pay less attention to the traditional
commercial. But product placement links the product and the content of the program. Such as program
endorser or an actor using the product. Some scholars identify this strategy as a method of subliminal
advertising. In which viewers do not perceive them consciously but subconsciously. The goal of this study
was to find out consumer attitude towards product placement in programs and moderating effects of
demographic factors such as gender and education level. Study is a descriptive type research and attitudes
were measured by tri components attitude model. One sample t test and one way ANOVA were used to
examine the hypothesis developed in the study. The results suggest that there is no favourable attitude
towards product placement in programs among Sri Lankan consumers. It changes as a function of gender
but not based on the education level.
