Brand Placement in Top grossing films of Pakistan

Abstract

Brand Placement has gradually marked a great importance due to the diversity of marketing communication strategies by Brand leaders. The product manufacturers have developed a strong competition regarding placing their goods in entertainment media which has amalgamated to be placed in Films, TV Dramas, Digital Games and Publications. This study utilized a content analysis of top grossing films of Pakistan from 2014 to 2018. This content analysis set a baseline for the brand placement phenomenon in Pakistani Films by measuring the frequency, modality and emotional valence in film content of Pakistan. Primary association with character and Placement patterns were analyzed as per models applied on Hollywood and Bollywood cinema. Findings revealed that placement frequency was much diversified due to evolving cinema industry. Study revealed Fast Food restaurants as brand leaders in overall data. While Visual placement denoted as seen placement was abundant with highest numbers of placement in neutral scenes. Association with characters denoted as stars decreased through the years 2014 to 2018. There was a remarkable increase to 70% since the inception in integration to storyline and central placement in Pakistani movies in 2018. The study findings will help the future research in terms of measurement of effectiveness of brand placement in Pakistani films.