A Study on Awareness of Product Placement in Malaysian Movies

  • Mohd Amir Syafiq Mohd Nordin Faculty Art and Design Universiti Teknologi MARA Perak Branch, Seri Iskandar Campus, 32610 Seri Iskandar, Perak, MALAYSIA
  • Shahrel Nizar Baharom Faculty Art and Design Universiti Teknologi MARA Perak Branch, Seri Iskandar Campus, 32610 Seri Iskandar, Perak, MALAYSIA

Abstract

Product placement in movies is a strategy to advertise the products and services. This strategy is generally used in international movies and become a trend for Malaysian movies. However, its effectiveness is still questionable especially for the local people. This research aims to discuss about how far the awareness of Malaysian people towards product placement in local movies for the brand recall. By using the qualitative method, the researcher randomly interviewed five participants through in-depth interview. The result shows that most of the participants are aware about the product placement in Malaysian movies and lead to the viewers' brand recall. Therefore, this will give a great potential for advertisers in Malaysia to use the product placement in movies as one of the key strategies for the brand awareness.


Keywords: Product Placement, Malaysian Movies, Brand Awareness, Brand Recall

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Published
2018-09-07
How to Cite
MOHD NORDIN, Mohd Amir Syafiq; BAHAROM, Shahrel Nizar. A Study on Awareness of Product Placement in Malaysian Movies. Idealogy Journal, [S.l.], v. 3, n. 2, p. 103-108, sep. 2018. ISSN 2550-214X. Available at: <http://idealogyjournal.com/ojs/index.php/idealogy/article/view/80>. Date accessed: 25 june 2024. doi: https://doi.org/10.24191/idealogy.v3i2.80.