Analyzing the effectiveness of product placement in Media – Indian context
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Date
2012-09-27Author
Das, Abhishek
Yadav, Narendra Singh
Malode, Sanjay
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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.
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