期刊名称：International Journal of Economics and Empirical Research (IJEER)
印刷版ISSN：2311-3871
电子版ISSN：2310-5232
出版年度：2015
卷号：3
期号：3
页码：105-114
出版社：The Economics and Social Development Organization (TESDO)
摘要：Purpose: The changing attitude of viewers in skipping conventional television advertisements is causing a serious concern for advertisers. To respond this, marketing professionals are using diverse and more dynamic advertising strategies for instance, product placement to attract prospective customer attention. The study uses case study approach and the respondents are asked about the product placement of a mobile phone company (Q mobile) that uses product placement in a famous TV play (Bulbaly) in Pakistan. Methodology: This study examines the consumers behavior towards product placement as advertising strategy in television programs. It also examines how consumers with diverse demographic backgrounds responds to product placement advertising strategy. The study found significant influence of product placement in TV programs on consumer purchase intentions for the case of Q Mobile in Pakistan. The study also investigated how product placement differs on purchase intentions of consumers having diverse demographics including age, gender, education, income level and TV watching frequency. Findings: The findings of this research provide important information to devise a more successful advertising campaign to obtain a favorable consumer response. Recommendations: Recommendations are made on the basis of empirical analysis.
