EXPLORING THE EFFECTIVENESS OF PRODUCT PLACEMENT IN MOVIE AND TV SHOW TOWARD PURCHASE DECISION IN MANADO

Abstract

Product placement is one of the marketing strategy where a company that has a product and service will work together with production company of movie/TV show to be able to put their product and service into the movie/TV show. This study investigate the effectiveness of the Product Placement on either Movie and TV Show depend on which media the informants in Manado have seen, the effectiveness is measured through 2 major variable (Product Placement and Purchase Decision) with 8 sub-variable and to find a link between them on how Product Placement influence Purchase Decision. The Research method is Qualitative analysis with in-depth semi-structured interview of 15 informants using convenience sampling technique. The result show that the audience/informants ranging from 16-72 years old this is because both Movie and TV Show attractive to any audience, older audience especially female tend to like romance/drama genre while men tend to love action/thriller genre, as for Product placement toward Purchase Decision result show that only 2 out of 15 informants that have not made a purchase because of Product Placement which is a sign that Product Placement is indeed an effective marketing strategy to persuade the audience to make a purchase. It is also recommended that for the local Product Placement to follow the foreign Product Placement style that has subtlety enough to influence audience’s subconscious.

Keywords: product placement, brand awareness, purchase decision, purchase intention, advertisement