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Jha, Manish
- Product Placement in Bollywood – A Study on Hit Hindi Movies
Authors
1 Panipat Institute of Engineering and Technology, 70th km milestone Vill- Pattikalyana, Samalkha-Panipat, Haryana-132102, IN
2 Fairfield Institute of Management and Technology, Kapashera, New Delhi, IN
Source
Asian Journal of Management, Vol 5, No 1 (2014), Pagination: 90-96Abstract
Recognizable brand names appeared in movies from cinema's earliest history, before films were even narrative forms in the sense that they are recognized today. Product placement is an investment for brands trying to reach a niche audience as consumers to focus interest for a particular product. A high cost feature film that has expectations of grossing millions attract many product attention but the film studios has to analyze if a product fits with the image of the film, Movie advertisements are subtle. Every time you see a character in a movie drinking a coke, you can be pretty sure it is an advertisement. Celebrities are both advertising for movies, and advertising for themselves. In the entertainment industry, famous stars are advertisements for a given film, and self-promotion machines. If you see a famous actress in a show, this alone might make you want to see the movie. You may also be inclined to purchase fan type material like T-shirts or dolls or books about these people, who are also in themselves products for consumption in the entertainment industry. In many ways a movie is like a long advertisement for a celebrity, in that if they are entertaining, a viewer will be more inclined to see other movies with this same person starring.
This Research has been significantly done to examine the importance of Marketing and Brand Promotion in the Entertainment Industry, Authors have tried to focus on this aspect with the aid of Three (3) hit Boll ywood Movies.
Keywords
Entertainment, Movies, Brand Promotion, Marketing, Consumer.
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- A Study on Indian Consumer Outlook towards Online Shopping and Payment
Authors
1 Department of Management, Samalkha Group of Institutions, Samalkha-Panipat, Haryana-132102, IN
2 Department of Management, Fairfield Institute of Management and Technology, Kapashera, New Delhi, IN
Source
Asian Journal of Management, Vol 6, No 3 (2015), Pagination: 163-168Abstract
The growing use of Internet in India provides a developing prospect for online shopping. If Emarketers know the factors affecting online Indian behaviour, and the relationships between these factors and the type of online buyers, then they can further develop their marketing strategies to convert potential customers into active ones, while retaining existent online customers. This research found that information, perceived usefulness, ease of use; perceived enjoyment and security/privacy are the five dominant factors which influence consumer perceptions of online purchasing. The growing use of Internet in India provides a developing prospect for online shopping. If E-marketers know the factors affecting online Indian behavior, and the relationships between these factors and the type of online buyers, then they can further develop their marketing strategies to convert potential customers into active ones, while retaining existing online customers. This project is a part of study, and focuses on factors which online Indian buyers keep in mind while shopping online. This research found that information, perceived usefulness, ease of use; perceived enjoyment and security/privacy are the five dominant factors which influence consumer perceptions of online purchasing.
The two perspectives that seek application of its knowledge are micro and societal perspectives. The micro perspectives involve understanding consumer for the purpose of helping a firm or organization to achieve its objectives. The people involved in this field try to understand consumers in order to be more effective at their tasks. Whereas the societal or macro perspective applies knowledge of consumers to aggregate- level faced by mass or society as a whole. The behavior of consumer has significant influence on the quality and level of the standard of living.