In-Film Advertising: Brand Positioning Strategy

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Over a period of time advertising has emerged as a key component of Integrated Marketing Communication. Moreover, it has adjusted with the changing economic environment and consumer behaviour. The clutter in product market and media have made the task challenging for marketers, to reach their consumers. Over and above, the zapping and muting facilities in television make advertising ineffective. Thus, the advertiser s search for innovative advertising techniques has led to In-film Advertising. In-film advertising, wherein branded products or signages are placed in a film (visual and/or audio format), is visible to the consumers without any distraction. Leveraging on the entertainment value, emotional quotient of the film and its psychological impact on viewers, advertisers can utilize this medium to the optimum. This phenomenon is gaining momentum due to its clutter-free feature and advantage of celebrity endorsement for products or services. Diverse genres of films make the task easier for marketers and advertisers to associate with the right kind of movie and reach their target consumers. This advertising technique brings in an additional source of revenue for film producers, advertisers and corporates and it has proved to be an additional technique to strengthen their brands. This book captures the global trend of this noteworthy advertising technique. It discusses the concept, impact and its effectiveness on consumers and ethical issues around it. With its real time illustrations, the book, it is hoped, will be interesting and informative.

ABOUT THE AUTHOR Prateek Kanchan

Prateek Kanchan holds a Master degree Business Administration in Marketing from Dr. H S Gaur University, Sagar (MP). He also holds a Ph.D in Advertising from Bundelkhand University, Jhansi. The title of his Doctoral (Ph.D) work was â€œSocio-Economic Impact of Advertising with reference to National Capital Region of Delhi" He is currently working as a Reader at B K School of Business Management, Gujarat University, Ahmedabad. Before that, he worked as Assistant Professor with the ICFAI Business School, Ahmedabad for over 4 and a half years. Prior to that he has worked as Faculty Member with Nirma Institute of Management at Ahmedabad. He has twelve years of experience out of which the last ten years have been in academics. He has presented more than a dozen papers at National and International Conferences. He also has to his credit several publications in various magazines, journals, newspapers and newsletters. His areas of interest include marketing management, consumer behavior, services marketing, sales and distribution management.