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http://hdl.handle.net/11718/11973| Title: | Analyzing the effectiveness of product placement in Media – Indian context |
| Authors: | Das, Abhishek Yadav, Narendra Singh Malode, Sanjay |
| Keywords: | Placement in media;Product placement |
| Issue Date: | 27-Sep-2012 |
| Publisher: | Indian Institute of Management Ahmedabad |
| Series/Report no.: | SP;1817 |
| Abstract: | Instances of product placement in media have been increasing at a high pace. In this context it becomes important to analyze the effectiveness of these product placements. Recall of a product in the mind of prospect customers is one of the key parameters in understanding the effectiveness of a product placement. In this project, we have focused on comparing recall of various kinds of products placement. The recall – both aided and unaided of a particular product placement has been analysed with respect to the nature of respective product placement as well as specific background of a viewer. |
| URI: | http://hdl.handle.net/11718/11973 |
| Appears in Collections: | Student Projects |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| SP_1817.pdf Restricted Access | 1.21 MB | Adobe PDF | View/Open Request a copy |
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