business problem statement

Impact of

Product Placement by Branded Entertainment

on Advertisement Industry Assessment 1 - Project Outline

ON-CAMPUS STUDENT 1

Research in Business - BUSN20016

Table of Contents

Title Page

1. Problem Statement 3

2. Aim & Objectives 3

3. Methodology

• 3.1 Literature Synopsis

• 3.2 Data series & Surveys

4

4. References 5

BUSN20016: Assessment of Assignment 1

Criteria Total marks Marks Obtained 1. A brief statement of the problem 2.Research aim and objectives 3. A brief methodology 4. Accurate referencing, use of correct English and logical sequences between sentences and paragraphs 5. Topic presentation (for on-campus students)/ topic discussion on the unit Moodle side (for distance mode students)

Total = Penalty for late submission (5% reduction for each day of late submission)

Penalty for high level of Turnitin similarity (Marker/UC decides) GRAND TOTAL =

1. Problem Statement

The product placement is one of the important part of 4p's of marketing. The product

placement or so called promotion of product in a specific medium or among targeted market

in order to create brand awareness (Kumar, 2015). The brand awareness is becoming one of

the important aspect in order to survive in this competitive era and capture a large area of

local and international markets (Huang & Sarigöllü, 2012).

The branded entertainment product placement is a marketing strategy which is basically a

convergence or collaboration of advertisement industry and entertainment industry. The

entertainment sources like films, web series etc are used as a medium to place a product and

integrate it which this sources and make it look like product is part of it (Lehu, 2007). In

recent time it has been changed a lot and it has impacted at a drastic level to advertisement

industry and consumer behavior towards any brand. Nowadays this strategy is also

experimented with video game industry, which is also a growing industry (Yoo & Eastin,

2016). This is clear that branded entertainment doesn't consider age or other factors like

geographic location. Some scholars who belong to marketing background believes that this is

the future of marketing and it will be evolved with time and type of products to be placed.

This necessity of understanding a market and target audience and how product should be

placed and promote is core reason to pursue this work. This systematic and detail research is

to explain and understand the impact of product placement by branded entertainment strategy

on advertisement industry.

2. Aim & Objectives

The core aim of this research is to study the impact of product placement by branded

entertainment on advertisement industry.

The objectives which will justify this research aim will be:

• To study the previous practices related to branded entertainment & product placement

• To create a research which helps to understand pros and cons related to this sector.

• To find how it has affected advertisement industry in recent years.

3. Methodology

3.1 Literature Synopsis

An secondary source of data will be referred to study the previous practice which have been

carried out for product placement by the means of branded entertainment. The importance of

product placement by branded entertainment and what other sources were used and how

efficient were they in previous times. There has been drastic change in practices adapted by

today in marketing field, which will be studied by this sources.

The secondary sources will be consist of journals, articles, interview, books available from

CQU library (online & campus), Google Scholar and other online sources.

3.2 Data series & Surveys

In order to measure impact, an series of data will be collected and surveys will arranged

online to record consumers view towards product placement by branded entertainment. It is

very important in marketing research in order to compare new data with previous data in

order to know that efficient the strategy is working (Soba & Aydin, 2013).

Qualitative Approach: An set of questionnaire and forms will be designed for

consumers or participants which will be distributed them through on line surveys at

online sources. Also there will be discussion with people belong to marketing

background and are interested to share their views.

Quantitative Approach: An collected data will be transform into graphical forms

like charts, graphs etc, which states the impact of branded entertainment product

placement on advertisement industry.

4. References

Huang, R., & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand

equity, and the marketing mix. Journal of Business Research, 65(1), 92.

Kumar, Pankaj. (2015). MARKETING MIX : 4 P’S. Indian Streams Research Journal, 5(7),

1-5.

Lehu, Jean-Marc. (2007). Branded Entertainment Product Placement and Brand Strategy in

the Entertainment Business. London: Kogan Page.

Soba, M., & Aydin, M. (2013). Product Placement Efficiency in Marketing Communication

Strategy. International Journal of Business and Management, 8(12), 111-116.

Yoo, S. C., & Eastin, M. S. (2016). Contextual advertising in games: Impacts of game

context on a player’s memory and evaluation of brands in video games. Journal of Marketing

Communications, 1-18.