The Difference Analysis of the Effect of Different Types of Product Placements in the Film Advertisement on Young Consumers

Abstract

Product placement is a form of advertising that uses various media to advertise and promote a product to its audience. It has a long and dynamic history and a large number of studies have been carried out in this field to investigate the factors that affect the effectiveness of this type of advertising method. This research intends to investigate what types of products are best suited to this form of advertising by using data collected by means of an internet questionnaire and quantitative analysis. The study explores the attitudes of young people towards product placement in films from the perspective of potential consumers and analyses their preferences. It recognised that product placement is more likely to attract the attention of today's social media-using and highly globalised youth and increase their desire to consume. The final outcome of this search is the conclusion that food and drink products are the most suitable for this advertising format. The main reasons for the result include the limited spending power of teenagers and the fact that this type of product appears more frequently in films and is more likely to leave a deeper impact on the audience. However, businesses wishing to use this method of advertising need to be aware that product placement does not directly increase the sales of their products. It is therefore essential to combine this type of advertising approach with other marketing methods.