Industrial Engineering Journal ISSN:2581-4915 DOI:10.26488/IEJ.6.10.5 1 A Study on Effectiveness of Product Placement in Diverse Media Ms. Shailaja Shankar Mantha 1 , Dr. R.K.Srivastava 2 , Dr. Mrinal Phalle 3 1 Research Scholar, Sydenham Institute of Management Studies, Research and Entrepreneurship Education, Mumbai ssmantha33@gmail.com 2 Professor, Sydenham Institute of Management Studies, Research and Entrepreneurship Education, Mumbai srivastava@vsnl.net 3 Professor, Vivekanand Education Society Institute of Management studies & research Education, Mumbai mrinalphalle@gmail.com ABSTRACT: Product placement is a worldwide accepted aspect of advertisement. Technology has changed type of advertising technique that embeds the company brand/product within print media, audio/visual media such as movie, TV program and digital platforms becoming a large arena for business organizations for product placement. Advertisements have been integrated into these things very effectively so as to catch just the right amount of attention. This study examines effectiveness of product placement in diverse media using demographic variables. The survey has been carried out at Mumbai city. Collected data has been analysed by means of ANOVA and t-test. The study revealed that factors like age, education, income considerably impact the consumers’ perception in usage of digital media for effectiveness of product placement. Present study concludes that product placement through digital media is one of the most effective way of promotion of products while not making the consumer feel that they are being bombarded with an advertisement. This study also suggests that it is important to understand how a consumer will feel about the product placement in order to determine what his next steps might be. Care must be taken to avoid any negative feelings as these would definitely create a bad image of the brand in their minds and only cause loss of current customers. KEYWORDS: Product placement, ANOVA, t-test 1. INTRODUCTION Today, advertisers are finding it increasingly difficult to establish a good image of a brand in a potential customers’ mind. This is due to the ever changing mass media business, increased competition and the rapidly changing mind-sets of people. The impact of product placement in movies and shows is seen to be more effective than digital marketing as consumers seek entertainment from these things. Perfectly integrating product placement in entertainment would boost sales and also promote positive or negative feelings towards the brand depending on the content being shown. It appears to work as people are highly focussed on what they are watching as that interest them and anything that is a part of the content will also receive the same attention. One of the best solutions to these problems was seen as placing the advertisements in the content. Product placement also known as embedded marketing can be defined as compensated promotion of a company’s product, name or service through TV programs and/or movies. The average adult spends at least 50 hours a week of his time watching movies and TV shows as compared to the 21 hours he or she spends on social media. Hence, product placement concentrates on attracting a customer’s attention in a place where they are spending more time. Volume 11 Issue 7 * July 2018