Consumer Attitude Towards Product Placement in Programs

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.