| Abstrakt: |
Brand placement has gradually increased in its importance due to the diversity of marketing communication strategies used by the brand leaders. The product manufacturers have developed a strong competition regarding placing their goods in the media text. To understand brand placement techniques, the present study analyzed 16 top-grossing Pakistani films, from 2014 to 2018. The content analysis was used to investigate product categories, brand visibility, visual placement, brand association with characters, context of placement, and integration of brand with the storyline in the film content. The findings revealed fast-food restaurants and banks as brand leaders in the overall data. The visual placements, denoted as seen placement, were abundant, with the placements mostly in neutral scenes. Overall, there was a lack of association of brands with the film characters. Over a period of time, there was an increase in the integration of brand placement to the storyline and central placement was prevalent. Contributing to scarcity of literature on brand placement in Pakistan, the study provided insight from the example of a struggling film industry which started its revival just about 20 years ago. [ABSTRACT FROM AUTHOR] |
