The Problem and Its Background
The significant growth in consumption of streaming and OTT content, combined with the ability to block ads on the web and tiered content subscription models that allow viewers to avoid brand messages completely, has prompted advertisers to rethink how they promote. TV commercials are still relevant in both linear and digital streaming channels. But advertisers are increasingly seeking to complement them with a smoother and more effective brand and product integrations that would be presented to the audience within their content of interest. Of particular interest in this study is the impact of product placement in Teleseryes on Netflix in the Philippine media industry.
During this study, the following hypotheses are put forward:
- Features of product placement influence and even shape buying behavior.
- There is no significant difference between the characteristics of product placement marketing and the purchasing behavior of respondents grouped according to the profile of respondents.
Literature Review
As the line between entertainment and marketing communication becomes more and more confused or even blurred, the notion of placing a brand in an entertainment context is receiving significant attention from both scholars and practitioners. While product placement is a great tool for promoting products, some viewers prefer the subtle method over the obvious because they find it annoying. Product placement can also demonstrate the value of the product on display because it is included in the Teleseryes plot. The popularity of actors and how they can create a positive image of the advertised brand are two of the most important elements influencing viewers’ desire to buy. Moreover, the perceived impact of product function influences the effectiveness of product placement on brand positioning (Perwitasari et al., 2020). Product-story congruence refers to the integration of the featured product into the storyline or plot of the television series.
Product placement (PP) is a modern, subtle technology for managing mass consciousness and consumer behavior. It is a technology for placing a particular product, brand, or service in film, television, and radio programs, newspapers and magazines, Internet gaming space, and more. Thus, all ‘products’ have a plot and are addressed to the average consumer. Technology product placement plays a significant role in forming specific behavior patterns, stereotypes, and inclinations to choose image packages in people. They covertly manipulate people’s minds to encourage consumers to buy products used by their idols and thus promote brands in the global market. There are three main types of products placement:
- Visual product placement (visual product placement) – when viewers can see a logo, product, or service.
- Verbal product placement (spoken product placement) is divided into two subtypes:
- Verbal – a phrase (dialogue) promoting a product, service, or company;
- Non-verbal – sound, which is an integral property of a particular product;
- Kinesthetic product placement (usage product placement) – the actor’s interaction with the product (Budovich, 2019).
The main psychological advantage of the product placement in front of other marketing communications lies in its technology, which allows you to manipulate public consumer opinion, inspire the masses with standards of behavior, consumption, lifestyle, and fashion and influence their psychology while not causing a barrier of distrust, especially characteristic of advertising.
This promotional tool benefits both the brand and the film, providing numerous opportunities to improve skills and create effective strategies. Similarly, integrating branded products into films to impact audiences or consumers is essential to creating a practical product placement strategy. Research on product placement in international films shows that product placement affects consumer awareness, recall, and brand attitudes. However, the effectiveness of its placement remains controversial (Eisend et al., 2020). Consumer behavior regarding product placement in films is evident all over the world. However, many scientists point out that their effectiveness is not the same in different cultures. Understanding culture can influence how product placement is processed and interpreted.
Product Placement in the Philippines
Product placement can have a significant impact on the perception of a message. Interest in advertising appearing in product placement in films is reported to have ‘attentive’ or ‘some’ interest in 31.2% of consumers (Product placement, 2008). Frequent viewers who like the program pay more attention to the placement product. Brands should be visible long enough to attract attention but not too long to annoy the public. Many films form certain behaviors that consumers tend to use. Spectators who are fascinated by the plot and the brilliant play of the actors may not even notice that the behavior of the heroine is at odds with her image. However, the PP message affects the sphere of the unconscious and can provoke consumers to act in accordance with the already formed behavior model.
The study found that when Butterfingers were used in the movie ET as a chocolate snack that the alien liked, the sales increased by 25% after the film’s release. Another example of this was during a reality show featuring South Korean boy band BTS called BTS: Bon Voyage, where in one episode, the contestant was seen doing laundry, and a bottle of Downy fabric softener was presented as that brand was used. After the release of the episode, Downy’s Amber bottled fabric softener Blossom went off the shelves as fans continued to buy the brand. Downey, startled by the sudden situation, had to issue an official statement about the situation at the warehouse.
Filipinos are often described as impulsive users. According to an online article Filipino consumers are critical online shoppers: A look at Southeast Asia written in ValueWalk (2020), the availability of online shopping encourages impulsive purchases, and therefore some Filipinos are characterized as impulsive. On the other hand, YouTube content creators or influencers usually go mainstream before a pandemic hit. Those who develop content create video recommendations or share content only so that viewers can influence the purchase of a product. Researchers mentions that some Filipinos routinely use various online platforms to assess potential purchases and make a final decision. For example, there are some Filipinos who are looking forward to skin care products; when they see social media influencers creating content about some skin care products that have helped them achieve flawless skin, they are quickly tempted and eager to buy the product. At the same time, Filipinos’ shopping patterns are influenced by what they see and hear, which significantly impacts their shopping habits.
Methodology
In order to understand the impact of product placement on the purchasing behavior of the Filipino audience, the researchers used a quantitative method. According to Allen (2017), quantitative analysis allows researchers to know what is effective or significant and affects the population. The aim of the researcher is to gain a deep understanding of the factors that influence their buying act, such as the perceived influence of the actors, the congruence of the product story, and the perceived impact of the product feature on the Filipino audience. The study used a quantitative descriptive study design to analyze and interpret data.
A number of research tools were used to collect data. Convenience sampling is the low probability sampling method to be used; the researcher will be able to collect the necessary data from qualified respondents. The data collection tool used is a questionnaire compiled by a researcher, in which several experts, including statisticians and professors in the field, will check its appearance and content for validity after passing a pilot test to check its reliability. The researcher will collect information by conducting an online questionnaire to obtain proper knowledge about the impact of loyalty card benefits on customer satisfaction.
The sampling strategy used by the proponents of the study is purposeful sampling. It is a type of non-probability sampling in which researchers deliberately select participants based on a criterion (Jordan, 2021). Moreover, the proponents of the study will select participants with different age gaps and purchasing power. In addition, purposive sampling will be used to maximize potential data from a limited sample size. In addition, purposeful sampling will allow researchers to make generalized assumptions and make the most of the collected data.
The researcher uses qualitative data analysis using structural analysis to collect the information needed for research work. It is an effective way to use a much more complex method of researching data and experiments, advanced methodologies that can be used to create data purposeful choice to improve the overall quality of research work. It covers the empirical and analytical framework needed to understand the underlying results and discussion.
References
Allen, M. (2017). The sage encyclopedia of communication research methods. Web.
Budovich, L. S. (2019). Experiential marketing as a basis for modern communications with consumers. Espacios, 40(6). Web.
Eisend, M., van Reijmersdal, E. A., Boerman, S. C., & Tarrahi, F. (2020). A meta-analysis of the effects of disclosing sponsored content.Journal of Advertising, 49(3), 344–366. Web.
Filipino consumers are critical online shoppers: A look at Southeast Asia. ValueWalk. (2020). Web.
Jordan, M. (2021). Purposive sampling 101: Alchemer blog. Alchemer. Web.
Perwitasari, D. A., & Paramita, E. L. (2020). Product placement on Korean drama as an effective tool for brand positioning (case study: LANEIGE).Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(1), 145. Web.
Product placement effectiveness and growth. NextMedium. (2008). Web.