Students’ perceptions on the effectiveness of product placements: a case study of a private higher education institution in Durban.
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Date
2017
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Abstract
The development of technology has changed the way in which business is practiced and has had a
profound impact on marketing and advertising. Organisations and brands have identified that it is
important to attract and retain loyal customers. Advertising and the implementation of marketing
communications strategies has been designed to create awareness about a product or brand and
change the purchasing behaviour of consumers
The saturation of advertisements within the various media has propelled marketers to employ not
only a variety of approaches but to seek unique ways in which to market their products. The
introduction of television has opened the door for companies to strategically place their products in
movies, television programmes and music videos. The youth market represents an attractive market
for many organisations, as satisfying this demographic’s needs early in their life cycle can result in
the development of long-lasting and profitable relationships. As the youth are highly exposed to
movies and television programmes, many marketers have been attracted to add product placements
in visual media into their overall marketing communications strategy.
However, results have indicated that product placements are similar to traditional advertising in terms
of capturing the audience’s attention, developing positive feelings towards the product and recall
when faced with a purchase decision. It was also established that students believe other marketing
communication tools, such as digital and social media advertising, sponsorships, sales promotions
and even traditional advertising as being more effective than product placements. This finding allows
marketers to question whether they should use this approach when targeting a younger demographic,
such as students.
Description
Masters Degree. University of KwaZulu-Natal, Durban.