Revue du Journal arabe des affaires et de la gestion

Is it Ethical to allow Product Placement in Films?

Abstract

Rishi Shukla P

Purpose: In recent years, the Product placement industry in India has seen a significant boom. The growth of Product placement continues as media seeks funding and branded products. Product placement in Indian films and television is becoming increasingly common.
Background: This research focused on central themes related to Ethical issue in Product Placement Strategy as advertisement or pure entertainment, need for government control and influence on viewers.
Design: The results of a survey of 963 respondents from Pune and Mumbai are reported in this paper. Results indicate viewers have mixed response to ethical issues related to product placement in Indian films.
Result: The results of the study may provide marketers and business decision makers with a further understanding of product placement in films and ethical issues involved in it. Future implication: The study was restricted to analyze the product placement in Hindi films only. But the outcome of this study may apply to other regional films also.