Translated Copy of Thesis about Product Placement.pdf

UNIVERSITY OF INDONESIA
INFLUENCEPRODUCT PLACEMENT PROMINENCE
ANDBRAND LIKING TOBRAND ATTITUDE IN FAVORITE
MOVIES
THESIS
NINO PRIYONO
0906573931
FACULTY OF ECONOMICS
MANAGEMENT SCIENCE POSTGRADUATE PROGRAM
MARKETING COMMUNICATION
DEPOK
DECEMBER 2010

UNIVERSITY OF INDONESIA
INFLUENCEPRODUCT PLACEMENT PROMINENCE
ANDBRAND LIKING TOBRAND ATTITUDE IN FAVORITE
MOVIES
THESIS
Submitted as one of the requirements to obtain a Masters degree
NINO PRIYONO
0906573931
FACULTY OF ECONOMICS
MANAGEMENT SCIENCE POSTGRADUATE PROGRAM
MARKETING COMMUNICATION
DEPOK
DECEMBER 2010
ABSTRACT

NAME : NINO PRIYONO
STUDY PROGRAM: MARKETING COMMUNICATIONS MANAGEMENT
TITLE :INFLUENCEPRODUCT PLACEMENT PROMINENCE
ANDBRAND LIKING
TOBRAND ATTITUDE ON
FAVORITE FILM
Product placement has become part of today's marketing communications
strategy. This is when we see inspired by his successproduct placement in the
movie E.T. (1982) where Reese's Pieces due to the success of the film was able to
increase sales of chocolate candy by 66%. In this thesis, research onbrand attitude
student againstbrand
brand who doproduct placement on Transformers Movies. isproduct placement
able to improvebrand attitude from consumers? The purpose of this study is to
determine the extent of effectivenessproduct placement seen from the sidebrand
attitude.This research method uses a 2x2 experiment (Product Placement:
Prominent orSubtle) x (Brand Liking: High
andLow). The result of this thesis research is that it turns outproduct placement
able to improvebrand attitude student consumers. until paramarketers andbrand
owners strategy is recommendedproduct placement This is in marketing
communications
Keywords :Product Placement, Brand Placement, Branded Entertainment,
Brand Attitude
Nino Priyono Martono University of Indonesia

ABSTRACT
NAME : NINO PRIYONO
STUDY PROGRAM : MARKETING COMMUNICATION MANAGEMENT
TITLE : THE EFFECT OF PRODUCT PLACEMENT PROMINENCE
AND BRAND LIKING TO
BRAND ATTITUDE IN LIKED MOVIE
Product Placement has become a part of marketing communication strategy
these days. This strategy is inspired by the success of a E.T. (1982) where Reese’s
Pieces sales rose up to 66% because of the effect of that successful movie. In this
thesis a research about students brand attitude towards the brand that uses product
placement in The Transformers (2007) Movie. Does product placement have the
ability to increase consumers brand attitude? The goal of this research is to
examine how effective the product placement strategy on increasing brand
attitude. This research uses 2x2 Experimental Design (Product Placement:
Prominent or Subtle) x (Brand Liking: High and Low). The result of this thesis
concludes that product placement has the ability to increase brand attitude towards
consumers (students). Therefore marketers and brand owners are advised to use
the product placement strategy in their marketing communication.
Key Words : Product Placement, Brand Placement, Branded Entertainment,
Brand Attitude

LIST OF CONTENTS
TITLE PAGE……………………………………………………………………...i
DECLARATION OF ORIGINALITY PAGE……………………………………… .ii
APPROVAL SHEET…………………………………………………………..iii
PREFACE……………………………………………… ……………….iv
DECLARATION OF APPROVAL FOR THE PUBLICATION OF FINAL
PROJECT FOR ACADEMIC
INTERESTS……………………………………………vi
ABSTRACT………………………………………………………………………………v
ii ABSTRACT (in English)…………………………………
……………………………viii TABLE OF
CONTENTS………………………………………………………………………………
……..ix LIST OF TABLES……
…………………………………………………………………xi LIST OF
FIGURES………………………………………………………… ………..xiii LIST OF
APPENDICES………………………………………………………………………...xiv
1.
INTRODUCTION……………………………………………………………………1
1.1 Background ………..………..………………………………………………….1
1.2 Problem Formulation….….………….……………
…………………………………………6 1.3 Research
Objectives…….….……….……………………………………………...… 6 1.4
Benefits of Research….…….………………….…………………………………….7
1.4.1 Academic Benefits…………………………………………….…………7 1.4.2
Practical Benefits…………………………………………… .…………….7 1.5
Writing Systematics…………………….…………………………….………….7
2. LITERATURE
REVIEW……………………………………………………………….……92.1 Product
Placement………...…………………………………………...…………9 2.2
Strategi-strategi Product Placement…………………………….………………..19 2.3
Brand Liking…………………..……………………………….………...………29 2.4
Brand Attitude………………………………………………………………..….30
3. CONCEPTUAL FRAMEWORK AND
HYPOTHESIS…………………….………323.1 Conceptual
Framework………................................. ...........................................32 3.2
Hypothesis………………………… ……………………………………………....33
4. RESEARCH
METHODOLOGY………………………………………………………..374.1
Experiment……….…………………………………….……………………...37 4.2
Experiment Design………………………………… ………………………….…38

4.3 Participants…………..……………………………………………………..39 4.4
Brand Selection and Films…………………………………………………..……41
4.5 Preliminary Study………………………………………………………
………..42 4.6
Stimulus………………………………………………………………………………..
47
4.7 Data Collection Instruments……………………………………………………49
4.8 Data Collection Procedures……………………………………………………. .49
4.9 Methods of Data
Analysis…………………………………………………………….54
4.9.1 Descriptive Analysis…………………………………………54 4.9.2
Statistical Analysis t-test…………………...……… ……………………..54
4.9.3 ANOVA analysis…………………..……………………………..…….55
5. DATA
ANALYSIS………………………………………………………………..…565.1
Participant
Profiles………………………………………………………………..…….565.2 Age
of Participants…………………………………………………………………....57 5.3
Level of Education of Participants…………………………………… ……….57 5.4
Average Frequency of Watching Movies in
Cinemas………………………………....58 5.5 Average Monthly Expenses of
Participants……… ……………………....58 5.6 Manipulation
Check…....………………………………………………….……..59 5.7 ANOVA
analysis.
..……………………………………………………………………………….60
Cell Descriptive Statistical Analysis
1..………..…………………………61 Cell Descriptive Statistical
Analysis 2..………..……………………………63 Statistical Analysis
Cell Descriptive 3..………..……………………………65 Cell
Descriptive Statistical Analysis
4..………..……………………………67
5.8 Hypothesis Testing
…………………………………………………………………….70

5.9
Discussion………………………...…………… …………………………….…766.
CONCLUSION…………………………………………………………..…………796.1
Conclusion…………………………………………………………………….....79 6.2
Research Limitations and Suggestions for Future Research ………………….. …..79
LIST OF
REFERENCES………………………………………………………………………...81
APPENDIX…………………………………………………………
……………………..…89

LIST OF TABLES
Table 4.1 2x2 Research Experiment Design (Cells Still Empty)..…………..38
Table 4.2 2x2 Research Experiment Design (Cells Already Filled)…………..46
Table 4.3 Action Movies and Super Hero………… …………………………..42
Table 4.4 Average ResultsMovie Attitude for Selected Movies…………43 Table
4.5 Average ResultsBrand Attitude forBrand Selected……..45 Table 5.1 Test
Results of Between-Subjects Effects ANOVA……….60 Table 5.2 Comparison of
Average t-test in Cell 1……….……...…… …..62 Table 5.3 Comparison of
Average t-test in Cell 2…………………..……64
Table 5.4 Comparison of the Average t-test in Cell 3………………..………66
Table 5.5 Comparison of the Average t-test in Cell 4…………………..……68
Table 5.6 Comparison of t-test Means Between All Cells………………….69
Table 5.7 Comparison of Average t-test in Cell 1 (α=0.05)……………..72
Table 5.8 Comparison of average t-test in Cell 2 (α=0.05)………..……73 Table
5.9 Comparison of average t-test in Cell 3 (α=0.05)………..……74 Table 5.10
Comparison of average t-test in cell 4 (α=0.05)………….….75 Table 5.11 2x2
Research Experiment Design (Mean Value)……….76
LIST OF FIGURES
Figure 3.1 Research Model…………………………………………………33
Figure 4.1 Number of Research Participants from Beginning to End…………..40
Figure 4.2 Experiment Procedure……… ……………………………52 Figure
4.3 Example of Questionnaire…………………………………53
Figure 5.1 Gender of Participants…………………………………………56
Figure 5.2 Age of Participants…………………………………………………...57
Figure 5.3 Education of Participants……………………………………………57
Figure 5.4 Frequency of Watching Cinema Movies by
Participants…………………..…58

Figure 5.5 Average Monthly Expenses of Participants………………………58
Figure 5.6Compare Means Brand Attitude Cell 1….………………………..61
Figure 5.7Compare Means Brand Attitude Cell 2…….…………………..…63
Figure 5.8Compare Means Brand Attitude Cell 3……….…………………..65
Figure 5.9Compare Means Brand Attitude This 4……………………...67
APPENDIX LIST
Appendix 1 : Appendix of Statistical Output
Results…..……………………………………..…90 Appendix 2 : Research Experiment
Manual…………………………………….. .……108 Appendix 3 : Pre-Test
Questioner………………………………….……...113 Appendix 4 : Film Research &
Marketing Communication Form……..… ……………120 Appendix 5 : Film Research
Quiz………………………………..…..121
1

CHAPTER I
INTRODUCTION
1.1 Background
Product placement on the big screen, in the last two decades has been done
a lot by themarketers andmovie makers of Hollywood.Product placement is a
promotional technique that integrates abrand into the movie by the wayaudio
visual. parties in generalbrand owner and
marketer pay an amountproduct placement fee to directors and producers as
filmmakers, in order to presentbrand them into their production films.
According to Bressoud and Bressoud (2009),product placement in film
over time continues to experience increasingly positive developments, both in
form and volume (Bressoud and Lehu, 2008; Donaton, 2004; Gupta and Gould
2007). This is due to the increasing demand for new strategies and new models
ofproduct placement, both from the Hollywood film industry (Eliashberg, Elberse
and Leenders, 2006) as well as fromadvertisers (PQ Media, 2007; Russell and
Belch, 2005). paraadvertisers often faced with a situation where the number is
decreasingaudience fromtraditional media such as newspapers, magazines, radio,
and television, and are also increasingly fragmentedaudience make paramarketers
increasingly difficult to be able to interact effectively withtarget market what they
expect (Blonde and Roozen, 2007; Deloitte, 2005; Kishore, 2003; Tse and Lee,
2001).
Worldadvertising Nowadays, we are filled with so many products and
services that we as consumers feel bored and are no longer interested in seeing
advertisements on television screens or in print media. And not a few consumers
who often changechannel their television tochannel while the commercials are
showing on television. Even though for themarketer to create and display these ads
requires a very large cost,
2

and if the consumer istarget market If you don't see the advertisement for the
product or service and don't buy it, then the costs have been incurred by the
customermarketer will be wasted.
One of the problems that arise in today's modern advertising world is that
many consumers feel disturbed by effect advertisementsad clutter or such too
muchexposure advertisements that consumers receive in a day. Consumers in a day
receive too much commercial information from consumersadvertisers, making
consumers have too many choices for consumption. Then with itremote control
Consumer TV will be even easier to dozapping or alternatechannel TV while a
commercial is showing. Not to mention consumers who are increasingly
fragmented according to their respective hobbies and preferencesmarketers having
trouble doingMarketing Communication through TV commercials to consumers
who have been fragmented in such a way.
In the United States and Europe where the emergence of the TiVo
phenomenonDigital Video Recorder from TiVo Inc., which is a digital television
recorder that cooperates and integrates very well with the networkTV Cable andTV
Satellite in the United States. TiVo is highly favored by consumers who enjoy
television in the United States. TechnologyDigital Video Recorder TiVo is capable
of recording consumers' favorite television shows with the ability to automatically
edit the TV commercials accompanying these TV shows so that they can be
watched at a later time without any commercial interruption at all. This is a serious
problem that can disrupt the advertising industry in the world, when it comes to
TiVo TechnologyDigital Video Recorder able to spread to all corners of the world,
where consumers can choose to watch television program recordings that have
been edited throughout the advertisement. Imagine the impact on industrial
developmentadvertising if all consumers had TiVoDigital Video Recorder, it is
certain that the audience will have a tendency not to see the advertisements that
accompany their favorite TV shows. Even though TV advertisements can still be
seen by consumers who watch live TV programs at that time, this is still a problem
that must be watched out for by the consumers.advertisers. For
3

marketers andbrand owners of course you have to find a solution to overcome this,
one of the best solutions isproduct placement or integrate aproduct or services of
abrand into the TV show or on the big screen movie that is shown onchannel those
TVs.
Besides that, with the development of digital technology in human life,
especially in young people, we can conclude that today's youth have a tendency to
be more visual, in the sense that they prefer watching TV, wide screen films, the
internet and mobile internet rather than reading books or newspapers. Even so,
they still like to read books, newspapers or magazines using sophisticated
electronic media orgadget such as Apple iPad, Apple iPhone, Blackberry or other
smartphones. In fact they can download feature films, TV shows, andmusic video
from the internet, can be throughwww.itunes.com, www.YouTube.com, etc. And
with growingsocial networks in virtual worlds such as Facebook and Twitter make
it even more difficult for young people to reach them using these
methodsmarketing communication traditional.Marketers
must always find a way of communicating that is liked by consumers, so that
consumers do not switch to anotherbrand.
Film media usedmarketers to communicate with consumers, is considered
to have a very special and close relationship withtarget market. Especially in films
that are the favorites of the viewers. Film is a formentertainment audio visual
which is very liked by consumers, especially young people who often watch
movies in theaters with their lovers, friends or even their families. The nature of
film which is a form of entertainment that can be seen, heard and felt, makes film a
medium of communication that is very easy for people to enjoytarget audience.
The film medium has been widely used by themarketer to promote a
product or service. And because film is generally not considered as a medium for
advertising as it isTV advertising, make a promotional strategyproduct placement
on film can be natural and smooth without being noticed by
4

consumers that actually in the film has been inserted by various products or
services by themarketers. Coupled with seeing your favorite movie star in a feature
film using a product or service very naturally in his daily life, strategizingproduct
placement is expected to have a striking and effective effect on consumers who
watch the film. Film does have a very high effectiveness compared to print media
in communicating somethingmessage both informative and commercial, because it
isaudio visual, so consumers only need to sit, see, hear and feel with their heart to
be able to enjoy the film.
Movies, whether we realize it or not, have a considerable influence on our
daily lives. Because film is a cultural portrait that can reflect how humans behave,
dress, speak, associate, socialize, and express themselves through the lifestyle they
choose. Regarding lifestyle, we can see it in the choice of products and services,
what makes someone choose a particular product or service, it could be because of
their social and economic background or because of somethingtrend that is
happening in society, for example the phenomenon of Facebook, Twitter,
Blackberry, iPod, iPhone, iPad and so on. Of course onetrend does not present
itself, of course aspectsadvertising be the thing that causes it to happen. But if
consumers tend to have an attitude to avoid advertising, thenmarketers whether
you like it or not, start glancingproduct placement on feature films as an
alternative promotional method.
Product placement then emerged as a solution to the problems in the
worldadvertising the. We often hear that the costs required to advertise in the
mediabroadcast such as television and print media such as newspapers and
magazines, are very expensive. Although expensive, does not mean all costs
incurred bymarketers will be 100% effective reachtarget audience andtarget
market which are expected. Especially with the increasing number of competitors
and the slower market growth,
5

make paramarketers andbrand owners must find a strategy to be able to overcome
this problem.
For film producers andmarketers, product placement is a mutually
beneficial partnershipwin-win solution. For film producers,product placement can
make film production costs lighter, while making the film realistic. While the
benefits formarketers andbrand owners, isbrand exposure high towards
consumers who watch the film.
When the film was a huge success inBox Office around the world, then the
two parties, namely film producers andbrand owners will greatly benefit. Film
producers will earn revenue from movie ticket sales andproduct placement fee.
Then dividebrand owners the benefits arebrand they will be seen by millions of
pairs of eyes around the world. And if the consumer really likes the film,
thenbrand-brand integrated in the film would also be liked. Because consumers
likebrand, then the desire to buy consumers will arise, and it is hoped that they will
make purchases of these products or services.Product placement in film is a form
of marketing communication that is generally very well received by many
consumers (Gould, Gupta and Grabner Krauter, 2000, McKechnie and Zhou, 2003;
Nebenzahl and Secunda, 1993).
Research onproduct placement has been carried out by several previous
researchers (Karrh, 1998; McKechnie and Zhou, 2003; Russel and Belch, 2005), in
this study the researchers focused on one of the characteristics ofproduct
placement likeprominence (Gupta and Lord, 1998; Russell, 1998, 2002; Steortz,
1987).Product placement prominence
will also be used by researchers in this thesis research, as a development of
research that has been carried out by several previous researchers.
6

1.2 Problem Formulation
Product placement in film is the research conducted in this thesis.
Howbrand attitude consumers can be influenced throughproduct placement
through film media is the essence of research conducted by researchers in this
research experiment, especially on student consumers.
Film as an entertainment medium that is preferred by consumers, makes
researchers want to know whether marketing communication techniques that use
film can effectively improvebrand attitude consumer.Product placement with
what characteristics can help themarketers andbrand owners in making consumers
like and love somethingbrand. If onlybrand has an assessment that is not so
favored by consumers, whether the marketing communication strategyproduct
placement in film can change it to be positive, or even have no effect.
1.3 Research Objectives
Research experiments regardingproduct placement This is done with the
following objectives:
1) To find out ifproduct placement in the preferred film, can improvebrand
attitude of college students as a target consumerbrand.
2) To know the strategyproduct placement with characteristicsprominent
orsubtle, which is a more effective marketing communication strategy
to increasebrand attitude from abrand like andbrand dislike towards
students as the target consumer of a brand.
So that the research results will be obtained which can explain the extent of
the influenceproduct placement in a movie favored againstbrand attitude in
students, especially students of the Faculty of Economics, University of Indonesia
as participants in this research experiment.
7

1.4 Research Benefits
In a research experiment regardingproduct placement prominence
andbrand liking It is hoped that this will produce useful benefits for the academic
and practical world.
1.4.1 Academic Benefits
This research is expected to be able to contribute science and knowledge to
the promotion concept in marketing in particularproduct placement in movies.
And also a source of reference for further research onproduct placement, with
developments that are increasingly in-depth than those examined in this thesis
research in accordance with the development of marketing science in
particularmarketing communication.
1.4.2 Practical Benefits
Make a positive contribution to the worldmarketing especially for
themarketers andbrand owners in its efforts to carry out a marketing promotion
strategy through strategyproduct placement in movies. This research is expected to
be able to overcome the problem where fewer and fewer consumers see
advertisements on TV and print media. Consumers who watch films in which there
arebrand which subtly and neatly doesproduct placement, will obtainexposure
against abrand without being able to be avoided by consumers is a very good way
to achievetarget audience andtarget market which are expected.
1.5 Systematics of Writing
The writing systematics used in the thesis regardingproduct placement
This research was written by the researcher into 6 chapters, in the following
systematic order:
8

CHAPTER I Introduction
This chapter contains the background, problem formulation, research
objectives, research benefits and writing systematics.
CHAPTER II Library Survey
This chapter will explain about the literature review used in this research
experiment, regardingproduct placement starting from its definition to its history,
deep strategiesproduct placement, brand attitude, andbrand liking.
CHAPTER III Conceptual Framework and Hypotheses
This chapter will explain the research model used in this thesis research,
and several hypotheses regardingproduct placement which became the basis of this
experimental research.
CHAPTER IV Research Methodology
This chapter will explain the research experiments used in this research,
statistical data analysis methods used, brand and film selection methods, and
participant data collection procedures.
CHAPTER V Data Analysis
This chapter will explain the profile and demographic background of the
participants, the average frequency of watching movies in theaters and the average
monthly expenditure of participants, manipulation checks, ANOVA analysis,
descriptive statistical analysis, hypothesis testing, and research discussion.
CHAPTER VI Conclusion
This chapter is a concluding chapter consisting of conclusions and
suggestions for future research that can be carried out by other researchers who are
interested in conducting research on marketing communication strategies.product
placement This.
9

BAB II
LITERATURE REVIEW
2.1 Product Placement
Product placement over the last two decades has been defined by many
researchers, some examples are as follows starting with,product placement is a
process of merging between the names of a namebrand, product, packaging or
formtrademark from an item into a work of art in the form of a feature film,
television show or a music video (Steortz, 1987).
Opinions of other researchers also say thatproduct placement is the process
of including a product in a feature film or television program with the hope of
being able to influence the viewers from their views and behavior towards a
product that is displayed (Balasubramanian, 1994).
While the opinion of other researchers regardingproduct placement is a
form of participation in a product with a certain brand or other forms that can
identify a brand in material formaudio visual by paying a sum of money to the
producer to be shown to the mass media in the form of a broadcast program
(Karrh, 1998).
Gupta and Lord (1998) say thatproduct placement is a paid product
message that is intended to influence movie viewers or television viewers towards
somethingbrand product, through methodentry well-planned and not prominent or
excessive into a feature film or television program.
The definition of other researchers who are not much different
regardingproduct placement is an inclusion of a product, the name of abrand, or
even the name of a company into a feature film or into
10

a television program with the main purpose of promotion (d'Astous and Chartier
2000).
The thoughts of other researchers regardingproduct placement is a process
of incorporating commercial elements into a particular media program with the
aim of enhancingvisibility of a brand, type of a product, or even a service (La
Pastina, 2001).
Other researchers also defineproduct placement as an amalgamationbrand
with a special purpose into an entertainment vehicle orentertainment (Russell and
Belch, 2005).
There are researchers who also say thatproduct placement is the process of
inserting real products into feature films, television shows, books and plays which
are all fictional (Solomon, 2009).
Meanwhile, according to other researchers,product placement has a
definition that is a process in which a company pays an amount for an orderbrand
can haveverbal exposure andvisual exposure in a feature film or television
program (Moriarty, Mitchell, and Wells, 2009).
Product placement nowadays it is no longer said to be a new marketing
strategy, even because of the strategy's popularityproduct placement is likened to
havingcelebrity status’ as a form of promotion due to the increasing number of
paraadvertisers who use this strategy to influenceattitude consumers in
increasinglyoversaturated and its fragmentation from the environmentadvertising
andmarketing (Homer, 2009).
Product placement very urgent to be done by themarketer because today's
consumers already feel bored and tired of advertising. They feel that advertising
only distracts from the running of a film or television show. Advertisements are
generally not seen by consumers, as evidenced by the large number of television
viewers who switch to other channels as soon as advertisements appear on
television. And the last few years especially in the United States with the advent of
technologyDigital Video Recorder from TiVo (one of the TV companies

11
the best subscription in the United States) which is able to enable its consumers to
record TV shows, both movies and TV programs onto the hard disk, so that they
can be viewed at a later time, with the sophisticated ability to be able to edit all the
advertisements that accompany the television program. Thus viewers will be able
to watch a TV show without being disturbed by advertisements at all, because
advertisements can be passed through technological advancesDigital Video
Recorder (O'Neill and Barrett, 2004). This is clearly very troubling for the
ownersbrand andmarketer in general. Rememberbudget advertising a lot has been
spent on producing commercials as wellmedia budget spent on broadcasting these
advertisements for consumers to see, has been wasted due to the emergence of TV
program recording technology from TiVo with the sophisticated ability to
automatically edit all advertisements accompanying the TV program.
Based on a conversation from an eventtalk show, that I saw by accident on
television at a showThe Tonight Show with Jay Leno onchannel CNBC Asia via
Indovision Satellite TV about a year ago, that Jay Leno recorded a television show
entitled "24" for one season onDigital Video Recorder TiVo for viewing
onlinemarathon hours consistent
hours without the distraction of television commercials as they are edited digitally
and automatically by TiVo. The Tivo technology is highly favored by consumers in
the United States because many consumers are quite annoyed by commercial
breaks on television shows.
Many think that there are so many advertisements, and many of them are
irrelevant to the needs and desires of consumerstarget its consumers cause
consumers to feel increasingly reluctant to see these television advertisements,
especially if the advertisements are monotonous and do not contain comedic or
other elements that are interesting, provide solutions, are fun and exhilarating. Just
imagine if all television viewers in the United States and around the world have
and use the technology from TiVo on their satellite television, then it is certain that
consumers will tend to choose to take advantage of this technology and not see
advertisements.

12
which air on television and focus on television shows with no commercial breaks
at all.
This is what causes paramarketers from the years more and more often and
intensively doproduct placement. This urgency makes parabrand owner
andmarketer must find new and creative ways to be able to givebrand exposure
effective, efficient and on targettarget consumers. So thatbrand is able to
havebrand awareness
high and make consumers dobuying behavior of products or services frombrand
the. The basic idea is how consumers can be exposed to somethingbrand in a good,
fun and entertaining way for its consumers and without any element of feeling
forced.
Another cause cited by Lehu and Bressoud (2007) that makes paramarketer
really feel the need to doproduct placement is the fact that the media in this world
is very fragmented in large numbers as a result of consumers as viewers of the
media which are increasingly fragmented according to the background of each
consumer (Deloitte, 2005).
According to Lehu and Bressoud (2007) the number of researchers
conducting research onproduct placement in various variations ofproduct
placement this is quite a lot (Nelson, 2002; La Ferle and Edwards, 2006; Gupta and
Gould, 2007) and there are also those who focus and specifically conduct research
onproduct placement on the big screen (Karrh, 1998).Product placement according
to the researchers have the same meaning withbrand placement and the two terms
are often used interchangeably to describe the same meaning (Fontaine, 2006).
And Lehu and Bressoud (2007) also suggested that the processproduct placement
orbrand placement on wide screen films seem to be well received by consumers
(O'Reilly et al, 2005) and sometimes even have a lower cost when compared tospot
30 second commercial on television, and more importantly isproduct placement
orbrand placement considered more effective

13
than advertising on television (Jaffe, 2005). And Lehu and Bressoud (2007) also
need to remind that, as a result ofmedium which is used forproduct placement is a
medium of entertainment orentertainment, it will cause consumers to have an
attitude orattitude something positivebrand (Fontaine, 2005; Redondo, 2006) and
in particular the potential impactsbrand recall against abrand be very good.
According to Solomon (2009)product placement carried out on all types of
media around the world in 2004 reached a value of $ 3.5 billion, an increase of
200% from 1994. According to Homer (2009)product placement orbrand
placement carried out in various mass media programs was estimated to be worth
$7.5 billion in 2006 and is expected to reach a total value of $14 billion in 2010
(Graser and Stanley, 2006). According to Gregorio and Sung (2010) from the
results of media industry research conducted by PQ Media (2007) in 2006 the
value of money spent throughproduct placement on the big screen alone reached a
value of $ 885.1 million.Product placement especially on wide screen films
according to Lehu and Bressoud (2007) is a communication technique that is
increasingly being used by many marketers, especiallyadvertisers (Karrh et al,
2003; PQ Media 2007). And also according to research research conducted
byAssociations of National Advertisers (ANA) in the United States said that there
was a response of 63% from advertisers oradvertisers in America, has carried out
activitiesproduct placement which is well integrated in the communication
program planning they have made, and 52% specifically explained thatfinancing
for activitiesproduct placement have moved fromTV advertising budget theproduct
placement budget them (Consoli, 2005). From this information we can see that the
industry is increasingly moving towards the phenomenonproduct placement as an
increasingly preferred advertising method by themarketers especially
paraadvertisers.
The Hollywood Film Industry is a very harmonious blend of Art(Art) and
Business(Business). Where a high artistic work of film without being accompanied
by financial success becomes an empty or shallow success. Vice versa a film with
high financial success

14
without being accompanied by the artistic side and beautyvisual noraudioits both
clarity and awesomenesssound effects, the beauty of the music that accompanies a
film, and the storyline of the film and the acting of the actors who are able to
evoke the feelings of the viewers, makes the film feel flat and does not touch the
emotional depth of the psychology of moviegoers.
So according to Sim (2007) the Hollywood film industry can be said to be
a unique blend of integration betweenWall Street withMadison Avenue (Segrave,
Product Placement in Hollywood History, 2004). Wall Street which is the center of
the world's financial business, where many of the world's largest companies have
their headquarters or representatives inWall Street, New York. WhereasMadison
Avenue as an advertising art center oradvertising world, where many of the world's
largest advertising companies are locatedMadison Avenue, New York. So that the
Hollywood film industry is a world where the artistic aspects and the commercial
aspects of business can blend well and work hand in hand, becoming a popular
culture of today's popular society.
Product placement based on the data obtained, it has been carried out by a
Unilever company engaged in the field ofconsumer goods by insertingbrand
Sunlight Soap into some of the early Lumiere films of the late 1890s (Gregorio and
Sung, 2010). Meanwhile, according to Solomon (2009) in the book "Consumer
Behavior” explained that in 1896 there was a feature film that had a scene where a
horse-drawn carriage with the logobrand Sunlight (Abrand from Lever Brothers
before changing its name to Unilever) parked on the side of the road. According to
DeLorme and Reid (1999) another form ofproduct placement in the form of a
property in a film or more commonly calledbrand props been used in the
Hollywood film industry since the late 1940s and early 1950s (The Economist,
1991). DeLorme and Reid (1999) add that a famous and beautiful film star named
Joan Crawford in the 1948 drama film entitledMildred Pierce seen drinking Jack
Daniels whiskey products (Nebenzahl and Secunda, 1993; Troup, 1991), and in the
1950 filmDestination Moon, featuring four astronauts orspace travelers gliding to
the moon in a space shuttle, in a scene of the film looks moderate

15
drinkbrand Coke soda drink and wearing jeans withbrand Lee Jeans (Vollmers
dan Mizerki, 1994).
At firstbranded products in the process of making a film, its nature is only
given or lent bybrand owner, or purchased by filmmakers to improve the artistic
quality of a film scene (Spillman, 1989). It is important to note that according to
DeLorme and Reid (1999) after an agreement has been obtained between the brand
owner and the film studio, regarding negotiations that arewin-win solution product
placement orbrand placement in a film, in the end that becomes the hope of
thebrand owners andmarketers is addingvalue very positive attitude to a product
brand or service brand from the enormity of charisma andglamour that Hollywood
films have (Berkowitz, 1994; Colford, 1991; Solomon, 1992). Because the quality
of the Hollywood film industry is the best in the world and ismarket leader of all
the film industries that exist today and perhaps forever.
Nevertheless one reference from the activityproduct placement on the most
successful and legendary feature films, is what director Steven Spielberg did
through filmE.T. : The Extra Terrestrial orE.T. (1982). The film was very
successful at the United States Box Office and even the world. As an indicator of
how powerful and successful the film isE.T. We can see that from the
websitewww.boxofficemojo.com andwww.the-numbers.com, it was noted that the
film's gross earnings were worldwide orWordwide Gross Revenuewhich reached $
792 million, while video rental revenueE.T. in the United States reached $228
million at a production cost of approximately $10.5 million and wasrelease on
June 11, 1982 and in-release returned March 22, 2002. For the last mentioned date
is a form of celebration of 20 yearsAnniversary by improving the quality of the
film using the latest technology in termsVisual Effects (VFX) andSound Effects
(SFX). filmE.T. This is a very legendary family film for both children and adults,
because the story is so powerful that it is able to touch the emotional and
psychological feelings of its viewers in such a deep and moving way. Like

16
reported onPeople Magazine by Callo (1982), United States President Ronald
Reagan andfirst lady Nancy Reagan was deeply moved when she watched the
screeningE.T. OfWhite House on June 27, 1982. (People Magazine, Director
Steven Spielberg takes the wrap, 1982)
Exciting and legendary story aboutproduct placement what Steven
Spielberg did in the filmE.T. (1982) This lies behind the story of how a product
from Hersey's called Reese's Pieces can be part of this legendary film. At first the
director Steven Spielberg approached the Mars Inc. company, to negotiate a
cooperation contractproduct placement use of M&M's chocolate candy products in
filmE.T. what he's making. However, the company Mars Inc., refused to work with
Steven Spielberg on the grounds thatalien namedE.T. it has a very ugly shape and
appearance, and it is feared that it will make children afraid of itE.T. and can be
bad forbrand image M&M's chocolate candy.
Despite being subtly rejected by Mars Inc., Steven Spielberg did not give
up and found the Hershey Company to offer a cooperation contactproduct
placement to use Reese's Pieces products in film productionE.T. his work. As a
result, Steven Spielberg's offer was accepted by the Hershey Company, which is a
competitor company from Mars Inc., because Mars Inc.'s M&M's chocolate candy
products competed strictly with Reese's Pieces chocolate candy products from
Hershey Company inmarketplace. Lancaster (2005) estimates Steven Spielberg to
acceptpromotional fee from the Hershey Company for $1 million in kindproduct
placement on the movie E.T. (Segrave, 2004). SuccessProduct Placement in
moviesE.T. (1982) we can see in the increasesales 65% of the Hershey Company's
Reese's Pieces product and an increase in demand for distribution from Reese's
Pieces on a consignment basis to 800 cinemas showing the film E.T. the.
Considering how successful and legendary the film isE.T. (1982), one can
imagine the deep regret of Mars Inc. company executives, for having
refusedgolden opportunity product placement from the director and

17
legendary film producer Steven Spielberg whose name at that time (in 1982) was
not as popular and global as it is now. It is believed that since then (in 1982) it has
become the forerunner to the growth of activitiesproduct placement on feature
films and other media that are dynamic today.
Judging from how the functioning of a processproduct placement as quoted
by Gould, Gupta, and Grabner-Krauter (2000) research research found that
consumers, in fact, have a strong emotional bond between their real social world,
and the fictional world of a film, includingproduct placement which is inserted
therein, especially regarding aspects of consumption in the daily lives of
consumers (DeLorme, Reid and Zimmer, 1994; DeLorme and Reid 1999). This
shows that there is an emotional closeness between their favorite movies and their
real lives. Where consumers can get so much inspiration and life lessons through
films and of course the entertainment aspect orentertainment which is able to make
all of us, film connoisseurs, feel so lulled for a moment into a new world according
togenre the movie we saw. Because films are portraits of human life or human
culture that are stored in films and are eternal as part of human life to be used as
life lessons and works of art for the next human generation and can be passed on to
our children and grandchildren and great-grandchildren and so on as a form of
memorabilia about life at one time certain.
There are various types of products that often doproduct placement on
feature films or other media. In generalbrand props are used for added
effectrealismto a film scene, so that movie connoisseurs becomefamiliar towards a
movie scene because they often use the product in their daily lives as consumers.
Types of products and services in general are:Automobile, Motorcycle, Consumer
Electronics, Computer, Thisphone, food, beverages, clothing, delivery services,
cosmetics, and so on.
According to Lehu and Bressoud (2007), car products are one of the many
types of products that firstproduct placement

18
on the big screen because it can be witnessed by so manyaudience in very large
quantities and at relatively low costs (Parish, 1976).
Examplebrand productAutomobile andMotorcycle who often doProduct
Placement on the big screen films, for example, are BMW, Mercedes, Aston
Martin, Audi, Ferrari, Lamborghini, Porsche, Jaguar, Volkswagen or VW, General
Motors, Chevrolet, Ford, Toyota, Honda, Hyundai, Ducati, Harley Davidson,
Yamaha, and so on.
Product sampleConsumer Electronics that we often see doingproduct
placement in wide-screen films can be mentioned, among others, in the form of
television, radio, refrigerator, washing machine, iron,microwave oven, toaster,
blender, mixer, coffee maker,waffle maker, rice cooker, DVD player, MP3 Player,
Digital Camera, Digital Video Camera, Home Theater System, etc. Somebrand
Consumer Electronics world famous include, Sony, Panasonic, LG, Samsung,
Pioneer, Kenwood, Bang Olufsen, Philips, Sharp, Black and Decker, and so on.
ForComputers, Thisphones, Food, Drinks, Clothing, Services etc.Brand
with the types mentioned above can be Apple Macbook, Apple iPhone, Apple
iPad, Nokia, Blackberry, Motorola, Dell, Hewlett Packard, Sony Ericsson,
McDonald, Burger King, KFC, Pizza Hut, Taco Bell, Coca Cola, Pepsi, Mountain
Dew , Gatorade, Brioni, Gap, Victoria's Secret, Jimmy Choo, Versace, Visa,
MasterCard, United Parcel Service, FedEx and so on.

19
2.2 StrategiesProduct Placement
In simple terms, there are three typesproduct placement ievisual product
display, verbal brand-name mention plus visual display, and the use of products by
movie stars (Magiera, 1990).
According to Homer (2009) on the Hollywood film industry and various
academic studies understand that inproduct placement how important it is for a
product placed on a feature film to gainvisual image in the form of a clear look on
film, he statedbrand such on film dialogue, and an integrationbrand on film
storylines in a subtle and neat manner (Panda, 2004; Russel, 1998, 2002).
In the journal Balasubramanian (1990) now many companies routinely pay
large sums of money to their customers.moviemakersfor activitiesproduct
placement, because it is considered highly profitable (Fleming, 1990; Krasnoff,
1986); many observers are aware of that activityproduct placement it as big
business with big value (Fleming, 1990); Aproduct placement package can cost as
much as one and a half million dollars (Lang, 1990); one of the important aspects
that we can get from the activitysposor-perceived value this is the ability ofproduct
placement tomessage reach andmessage life this is due to the influence of
Hollywood films which have an extraordinary magnetism towardsworldwide
audience, and a broadcasting system that is not only shown on the big screen in
cinemas, but is also broadcast via televisionvideo sales Thentv broadcast

andcable/satelite tv broadcast (Fleming, 1990). The film in which there isproduct
placement can be seen in so many theaters, and can also be broadcast and watched
on DVD,cable TV / satelite TV, TV syndications program, and rebroadcasts (Lehu
and Bressoud, 2007).
According to Balasubramanian (1994), on filmMr. Destiny (1990), the Walt
Disney Company sent a letter of offerproduct placement to themarketers for
companies asbrand owners to includebrand they're on filmMr. Destiny (1990),
with various typesproduct
20
placement, with prices ranging from $20,000 tovisual product display, $40,000
forbrand-name mention as well asvisual, $60,000 for the use of the product by the
actor or movie star (Magiera, 1990).
Costproduct placement varies, but Keller (2009) estimates between
$50,000 to $100,000 to be shown in a feature film or TV program, depending on
the type ofproduct placement chosen and to what extentbrand exposure of a
product orbrand displayed.
Successful exampleproduct placement among other things, in the James
Bond film entitledDie Another Day (2002), the studio MGM / United Artists
specially prepared the sceneaction forbrand sports car luxury Aston Martin V12
Vanquish, the Aston Martin company is estimated to pay a fee of $ 70 million as a
form ofproduct placement to be displayed prominently orprominent in the James
Bond film entitledDie Another Day in 2002 (Belch and Belch, 2003).
Another successful example of Product Placement is, according toVariety
Magazine on moviesMinority Report (2002) directed by Steven Spielberg and
starring Tom Cruise, the film was estimated to receive moneyproduct placement
fee of $25 million from fifteen major companies, including American Express,
Gap, Pepsi, in exchange forbrand their product is included in the storyline of the
filmMinority Report (Segrave, 2004). According to data
fromwww.boxofficemojo.com, film Minority Report (2002) requireProduction
Budget of $102 million withWorldwide Gross Revenue of $358 million.

Activityproduct placement on wide screen films or other media can also be
used as a medium for launching a new product orbrand new (Russell and Belch,
2005). As did the German car manufacturer, BMW, which launched its product by
conductingproduct placement in the James Bond film entitledGoldeneye in 1995
(Keller, 2009). Film Goldeneye (1995) starring Pierce Brosnan, and
21
in the film, BMW products are visualized, the BMW brand is mentioned in the
dialogue, and is used so elegantly and coolly by Pierce Brosnan who plays James
Bond and aBond Girl a beautiful woman named Natalya Siminova, played very
well by Izabella Scorupco.
Product placement in several previous studies (Karrh, 1998; McKechnie
and Zhou, 2003; Russel and Belch, 2005) are said to have several characteristics,
one of which isprominence. Several researchers who conducted research onproduct
placement, also examine the sidesprominence (Gupta and Lord, 1998; Russell,
1998, 2002, Steortz, 1987).
The emergence of abrand in the film we can identify by seeing it on ascene
if characteristicvisual and or mentioned in the dialog if it isaudio (Bree, 1996;
Karrh, 1998). Choice between doingproduct placement regularlyvisual oraudio, is
a business agreement betweenbrand owner with film producers. As for how
onebrand integratedproduct placement into the film, is the job of the film director.
Judging from how dominant the emergence of a brand in the film,product
placement can be distinguishedprominent (dominant) andsubtle (not
dominant).Prominence can be defined as a capacity in which a brand is able to
attract the full attention of its audience (Fontaine, 2001). We can elaborate this
capacity into several elements, including the size and duration of a buildingbrand
that appears on a film screen (d'Astous and Chartier, 2000; Fontaine, 2002a; Gupta
and Lord, 1998), can then be seen how many times or the number of times abrand
appears in onescene film (Bressoud, Lehu and Russell, 2008), and also a
locationbrand on film screens (Gupta and Lord, 1998; Lehu, 2005a).
Whereassubtle product placement can be defined if abrand only seen on the screen

without looking dominant and is only in the background or as a complement. The
thing that distinguishes it fundamentally betweenprominent andsubtle is on
whether or not something is dominantbrand appears in the film. if aproduct
placement isprominent,
visually very obvious and verbally mentioned by the inner charactersNino Priyono
Martono University of Indonesia
22
the film, but whenproduct placement issubtle, then it is only visible visually, and is
not very clearly visible and in general the size is not too big on a film screen. The
thing that confirms the characteristics ofproduct placement what we generally
encounter is located on the sideaudiovisual(Gupta and Lord, 1998; Law and
Brawn, 2000; Russell, 1998). Aspectprominence
fromproduct placement also related to characteristicsaudiovisual fromproduct
placement. Until oneproduct placement which isaudio andvisual can be defined
asprominent product placement, Becausebrand it benefits by being seen on the
screen and mentioned simultaneously in ascene exposure (Lehu and Bressoud,
2009). Andsubtle product placement it is only visual on a film screen, generally
the size on the screen is not that big, and is not dominant or very clearly visible.
Then another characteristic that is also often used by other researchers
isplot connection. Plot connection can be defined as how strong the association
isproduct placement from abrand related to a film scenario (Russell, 2002) or the
relationship between anproduct with a film scenario (Russell, 1998). We can also
interpret this, namely the extent of one's involvementbrand into the film storyline
(d’Astous and Chartier, 2000; Fountaine, 2002a, 2002b; Russell, 2002) or if
abrand experience direct contact with one of the main characters of the film, this is
also part of the categoryplot connection (Fontaine, 2002a, 2002b; Russell, 2002).
As previously explained,product placement nowadays it is no longer said
to be a new marketing strategy, even because of the strategy's popularityproduct
placement is likened to havingcelebrity status’ as a form of promotion due to the
increasing number of paraadvertisers who use this strategy to influenceattitude
from consumers in the increasinglyoversaturated and its fragmentation from the

environmentadvertising andmarketing (Homer, 2009).
Foradvertisers generally believe thatstimuli characteristic
advertisementprominent (obvious or dominant), has more ability to be able to
attract consumers' attention with visually very evocative images
23
points fromstimuli characteristic advertisementsubtle (not clear or not dominant),
so it has a tendency to increaseattitude against atarget object (Finn, 1988).
However, several previous studies said thatattitudinal judgement, unaffected by the
effectvividness /
prominent (obviously) orsubtle (unclear), some other researchers found that
effectvividness / prominent influenceattitude consumers when they are in certain
conditions (Kisielius and Sternthal, 1986). Several condition factors have been
tested and found to have interactions withvividness / prominent among others is the
floormessage difficulty (Chaiken and Eagly, 1976) and the credibility of the
communicator orcommunicator credibility (Andreoli and Worchel, 1978; Chaiken
and Eagly, 1983). Homer (2009) said that if the source of advertising information
is believed to have good credibility, then the elaboration process of advertising
information will be able to increase the persuasion of consumers, conversely if the
source of advertising information is believed to have low credibility, then the
elaboration process of advertising information will reduce persuasion. seduce /
persuasive to consumers.
In terms ofproduct placement, when compared withplacement which
isvisual withaudio, that it turns outplacement audio in nature is generally
considered to have a somewhat disturbing nature for its viewers, however, the
positive side is that it is able to attract consumers' attention more significantly
(Gupta and Lord, 1998; Posner, Nissen, and Klein, 1976). In a recent study, Russell
(2002) argues thatplacement regularlyaudio have a more 'meaningful' impact and
will be processed in-depthplacement which isvisual. This is a result of
natureplacement which isaudio which are categorized inprominent/explicit
placement is disturbing and unavoidable by the viewer (Russell, 22002), so that it
can result in a responseattitude negative from the viewer. Althoughproduct

placement which isprominent considered to have the advantage of being able to
persuade consumers to seduce in terms of changeattitude consumers in a more
positive direction, as a result of dominantly and clearly appearing on the big screen
able to attract consumers' attention, rather thansubtle product placement, It should
be noted carefully that if not done
24
carefully, it will cause negative effects from consumers, such as being considered
too disruptive to the storyline of the film, upsetting, lacking artistic taste, or even
seeming too commercial (Homer, 2009).
Homer (2009) says thatbrand attitude decreased ifproduct placement done
byprominent, rather whenproduct placement presented separatelysubtle, forbrand
attitude will increase. However, the research conducted by Homer (2009) is a 2x2
research experiment, namely (Product Placement: Prominent andSubtle) x
(Repetition: Low andHigh). Inspired by the research conducted by Pamela Miles
Homer (2009), in this thesis research I will adapt Homer's research (2009), namely
research onproduct placement with a 2x2 research experiment namely (Product
Placement: Prominent andSubtle) x (Brand Attitude: Like andDislike).
Product placement according to Moriarty, Mitchell and Wells (2009) that
the advantages ofproduct placement is notintrusive or disturbing, then if a product
is very appropriate to the story line of the film it will be a form of product
demonstration ortestimony characteristic productnatural, then the product will be
positively associated in the minds of consumers with certain celebrities that are
very liked by their fans, then the product is expected to have a positive association
with the very cool and very liked film. Howeverproduct placement also has some
imperfections such as an envelopmentbrand into the storyline of the film and
cannot be seen or recognized by consumers at all, then the potential for the product
will seem forced to be included in the storyline due to poor integration of the
product with the storyline by the writer, director and producer, then if the film
failed atbox office and is not liked by the audience, the investment that has been
made by the marketers in the film is in vain and not useful as a result of the low
number of viewers who want to see the film.

Meanwhile, according to George E. Belch and Michael A. Belch
(2003),product placement It has positive and negative sides as follows:
25
Exposure, in a year as many as 1.4 billion tickets are sold to see a film in
the cinema theater and a film has an averagelife span for 3.5 years with 75 million
exposures, this number has not been added to the increasing number of cable tv or
satellite tv subscribers who watch movies onchannel HBO, Cinemax, StarMovies,
MGM, FOX Movies, dsb. Sehingga jumlah exposure will be incredibly large.
Sofrequency, of the number of times people will see the film they really
like, either in theaters, on DVD, or on television broadcasts. If a film is a
consumer's favorite film, then the film will be watched repeatedly, resulting in
frequencyexposure from abrand to consumers will be high in number.
Then the aspect ofproduct placement which has propertiessupporting for
other media. of promotional media used by marketers. So that between one media
and another are mutually helpful in order to achieve goalsmarketing achieved
jointly and mutually beneficial.
The next positive side issource association, where consumers will be very
happy to associate themselves with the movie star who also uses the same product
that consumers use. This positive effect makes consumers feel special in using a
product. We can feel this when we wear shoesbrand Nike, lots of friends
my friend who feels that if you use shoesbrand Nike, it's like the world's top sports
star.
Then from the sideCost, will vary depending on the negotiation andbrand
exposure-her. Although the average cost is around $ 100,000 which is actually not
cheap, if you look at the cost of advertising on TV in the United States, which
reaches hundreds of thousands to millions of dollars per 30 seconds,product
placement in the film it will feel very light for the fansmarketers. Not to mention
the positive impact if the film is very successful atbox office worldwide and has
high DVD sales.

26
Then the next positive side isRecall, Whereproduct placement on
widescreen movies have a ratenext-day recall which is much higher than
television. This is caused by suchclutterher, when advertising on television.
Because there are so many advertisements on TV, it is very likely that if our TV
advertisements are casual, consumers will easily forget them. But if you doproduct
placement in a successful film,brand recall consumers will be very high.
ForBypassing regulations, has the understanding that cigarette and alcohol
advertisements on television are strictly prohibited in the United States while on
the big screen the regulations are relatively lax.
And the last positive side isAcceptance, where consumers are positively
more receptive toproduct placement, this is caused because in general TV
commercials are too disruptive to the running of TV shows, meanwhileproduct
placement are generally smooth and very well integrated into a film.
While the negative side isHigh absolute cost, due to intense competition to
obtainplacement in feature films. If the film has the potential to be successfulbox
office which is very large, then paramarketers, brand owners andadvertiser will
compete fiercely to be able to doproduct placement in the movie. For example, in
the films Transformers 2 and Transformers 3, because the film Transformers 1 was
very successfulbox office world, then the guarantee of millions of pairs of eyes
from all over the world watching the film will be very high, soproduct placement
fee will soar high as a result of various competitionsbrand who want to subtly
advertise in the film.
Time of Exposure period resultexposure somethingbrand a very short time
can cause anbrand completely invisible to consumers. This is often experienced
bybrand who choosessubtle product placement, This is caused by film viewers
who are very focused on the storyline of the film, so they don't see itbrand who
dosubtle product placement in the movie.

27
Limited appeal where the information that can be exposed on wide screen
films is fast and not deep and is only for use and enjoyment. The product
information shown in the film can be very little or even nonexistent. This can
happen because in order to maintain the integrity of the film so that it doesn't seem
too commercial and selling, which can reduce the enjoyment of the viewers in
watching the film.
Lack of control, Lotsmarketers who doproduct placement just leave it to
the director and producer as to when and how somethingbrand shown on the
movie screen. In order to gain more control,brand owners andmarketers have to
pay huge sums like BMW and Aston Martin in the James Bond movies. If they
want to pay more to film producers, then negotiate about how bestbrand is shown
in the film. The greater it isproduct placement fee which is issued, then it will be
even biggerbrand exposure in the film, without eliminating aspects of film art that
are highly valued by film directors. This solution is considered aswin-win solution
for all parties.
Public reaction there was a negative reaction from consumers who felt the
film was too commercial as a result of so many filmsProduct Placement that
emerged. Whenproduct placement not done carefully and tend to be excessive and
inappropriate, then consumers will react negatively to somethingbrand and films,
and will be very bad for all parties, both film producers andbrand owners.
Competition on a film that has the potential to be successful atBox Office
the tall one will make intermarketer compete fiercely to acquireplacement on the
film. If the amountbrand owners there are a lot of people who will place
advertisements in the film, so it will be very difficult to get themplacement which
is in line with expectations frommarketers andbrand owners. Film producers,
namely directors and producers, must be able to fairly and wisely divide scenes to
accommodate the audiencemarketers andbrand owners who want to doproduct
placement in the movie.

28
Negative placements which paramarketers worried whenplacement a
product in a scene in the film will greatly affect the consumer's association with
the product, if the scene is positive then the consumer's association with the
product will be positive, but if the scene is negative then it will have an impact on
the consumer's negative association with a particular product.brand the. This
usually happens frequentlybrand who doproduct placement in horror films.
one that makesProduct Placement be verypowerful in the eyes of
consumers is usagecelebrity endorsement in films that use these products and
verbalize these products with positive emotions so that those of us who are
consumers who like movies and celebrities also have a positive impression.
One thing for sure is thatcelebrity has an extraordinary magnetic power for
consumers because it can attract their full and focused attention. Not to mention
the physical advantages possessed by the film stars will be able to fully absorb the
attention of the viewers and completely enchant the fans.
According to Keller (2008) the reason why paramarketers usecelebrities in
their marketing communications is because celebrities have a very strong appeal to
attract consumer attention to somethingbrand that want to be marketed by
themarketers. Celebrities used in marketing communications are said to be
effective if they are able to improvebrand awareness, brand image, and a positive
response to abrand (Keller, 2008).

29
2.3 Brand Liking
Brand liking in this research experiment based onbrand attitude from
consumers to abrand who madebrand be liked or disliked.Brand liking can be
defined asattitude consumer of abrand viewed from the aspect of liking or
disliking. Onebrand said to havebrand liking high, Ifbrand is liked by consumers,
while vice versabrand said to havebrand liking low, if the brand is not well liked
by consumers. So termbrand liking which is used in this thesis isbrand attitude
tobrand who doproduct placement on films that participants also liked, based on
the resultspre-test. Because basically, this thesis research is looking at
influenceproduct placement tobrand liking (liked and disliked) on the movies you
like (success in revenuebox office world). Gardner (1985) says thatbrand attitude
consumer of abrand, influenced byattitude consumer of aadvertisement which is
done bybrand
the. This indicates thatbrand attitude orbrand liking from consumers to abrand,
heavily influenced by how anbrand present itself in an advertisement that is seen
by consumers. If the ad has a good message and is well communicated by the
advertisers, it can be concluded that consumers will have itattitude
positive about the brand. Mitchell and Olsen (1981) also added thatconsumers
brand-related beliefs have the ability to influence formationbrand attitude
consumer. So how do you make itbrand attitude consumers to be positive, is an
important aspect that must be considered by the consumermarketers andbrand
owners if you want to succeed inmarketplace.
30
2.4 Brand Attitude

A number ofliterature like Homer (2006) suggests that there are three main
determinants ofbrand attitude iead cognitions (consumer's logical judgment of
advertising), brand cognitions (consumer's logical judgment ofbrand), andaffect
(assessment based on consumer feelings).Ad cognitions
is a combination of positive arguments with negative arguments against
somethingadvertisement (Olson et al, 1982).Brand cognitions is a logical
judgment in the form of positive ornegative towards a product or brand (Coulter
and Punj, 2004; MacInnis and Jaworski, 1989). As for reactionaffection to
stimuliadvertising is a reflection of the feelings (emotions) of consumers which
examples can be happiness (happy) or anger (Homer, 2006; Teng et al, 2007).
And onad cognitions andbrand cognitions it also includes the consumer
associations it formsbrand attitude consumers (Cacioppo et al., 1981). Research
conducted by Praxmarer and Gierl (2009) regarding the influence of consumer
associations onbrand attitude, shows that the consumer's positive association with
an advertisement will produce a positive effect onbrand attitude consumers, while
the associationnegative consumers to an advertisement will also produce the same
effectnegative tobrand attitude consumer.
Yoo and MacInnis (2005) argue that so manyconceptual and emerging
empirical evidence, has made us moreadvanced able to understand the factors that
can influencebrand attitude from consumers (Chandy et al., 2001; MacInnis et al.,
2002; Meyers-Levy and Malaviya, 1999; Vakratsas and Ambler, 1999). Several
studies have also been able to identifycognitive predictors (Fishbein and Ajzen,
1975; Lutz, 1975; Wright, 1972, 1980) as well asaffective predictors frombrand
attitude.
Progress which is pleasing to the scrutiny ofaffective predictors
frombrand attitude has also been found to be an attempt to understand the
important role of ofemotions andad evaluations (evaluation of advertising) as a
factor that can be used to predictbrand attitude consumer (Brown et al., 1998;
Derbais, 1995; Kim et al., 1998; Edell and Burke, 1987; Burke
31

and Edell, 1989; Aaker et al., 1986; Batra and Ray, 1986; Holbrook and Batra,
1987).
Research conducted by Yoo and MacInnis (2005), found that the process of
formationbrand attitude depending on the emotional or informational format in
executing an ad. Whenever oneadvertisement use an emotional format, thenbrand
attitude consumers will be greatly influenced byfeeling responses (feeling
response) from consumers. Positive feelings will increase consumer assessment of
the credibility of an advertisement andbrand, while feelingsnegative will produce
biased judgmentsnegative from consumers to an advertisement andbrand (Yoo dan
MacInnis, 2005).
32

CHAPTER III
CONCEPTUAL FRAMEWORK AND HYPOTHESIS
This chapter will discuss the conceptual framework or research model and
hypotheses in this research experiment. Thesis aboutproduct placement This
method uses a simple 2x2 experimental form, namely 2 (Product Placement:
Prominent andSubtle) x 2 (Brand Liking: High andLow) between-subjects factorial
design. Product placement has the meaning that is a process of integrating
somethingbrand into movies or television shows. Several typesproduct placement
There are two methods used in this research experiment namelyprominent (very
clear/dominant) orsubtle (not so clear / not dominant).Brand liking
means evaluationbrand attitude owned by consumers towards abrand judging by
the factorsliking (like it or not). Brand liking canis saidhigh (high) when many
consumers have a tendency to likebrand the,brand liking can be saidlow (low)
when many consumers have a tendency not to like too muchbrand the.Brand
attitude isattitude from consumers who show how they evaluate somethingbrand,
The assessment is generally in the form of:attitude (attitude) like or dislike.
3.1 Conceptual Framework
The following is a conceptual framework or research model used in this
research experiment. The research model will explain the effectproduct placement
prominence from the sideprominent (very clear/dominant) orsubtle (not so clear /
not dominant) withbrand liking from the sidehigh (very much liked) andlow (not
very favorable) in his attempts to influencebrand attitude whether to be able to
make it positive or
it might even becomenegative. In the research model image below it can be
explained that there are two factors namelyproduct placement andbrand liking
whose effect will be seenbrand attitude, it is visible
33

from the presence of two arrows pointing to the constructbrand attitude from the
constructproduct placement andbrand liking.
Product
Placement:
PROMINENT
SUBTLEBrand
Attitude
BrandLiking:
HIGH&LOW
Figure 3.1 Research Model
3.2 Hypothesis
In a research experiment regardingproduct placement andbrand liking in
this preferred film, there are 8 hypotheses. The hypotheses to be tested in this
study include the following.
In the H1 hypothesis, we will see how the combinationproduct placement
withbrand liking can affectbrand attitude consumer. The provisions to be
compared are as follows, the first provision namelyprominent product placement
withbrand liking which is high compared to the second provision vizprominent
product placement but withbrand liking The low one. Between the two conditions,
it will be seen whether the first provision will have a value resultbrand attitude
which is higher than the second provision.
H1: Brand attitude forbrand Whichproduct placementherprominent andbrand
liking-is high will get a rating (brand attitude) which is higher thanbrand
Whichproduct placementherprominent Butbrand likingis low.
34

In the H2 hypothesis, we will see how the combinationproduct placement
withbrand liking high in comparison
with the second condition vizsubtle product placement withbrand liking tall one.
Between the two conditions, it will be seen whether the first provision will have a
value resultbrand attitude which is higher than the second provision.
liking-is high will get a rating (brand attitude) which is higher thanbrand
Whichproduct placementhersubtle Butbrand likingis high.
In the H3 hypothesis, we will see how the combinationproduct placement with
withbrand liking which is low compared to the second provision vizsubtle product
placement withbrand liking The low one. Between the two conditions, it will be
seen whether the first provision will have a value resultbrand attitude which is
higher than the second provision.
liking-is low will get a rating (brand attitude) which is higher thanbrand
Whichproduct placementhersubtle Butbrand likingis low.
In the H4 hypothesis, it will be seen how the combinationproduct
placement with withbrand liking can affectbrand attitude consumer. The
provisions to be compared are as follows, the first provision namelysubtle product
placement withbrand liking which is high compared to the second provision
vizsubtle product placement withbrand liking tall one. Between the two
conditions, it will be seen whether the first provision will have a value resultbrand
attitude which is higher than the second provision.
35

H4: Brand attitude forbrand Whichproduct placementhersubtle andbrand liking-is
high will get a rating (brand attitude) which is higher thanbrand
Whichproduct placementhersubtle Butbrand liking is low.
In hypotheses H5 to H8, it will be seen whether the provisions mentioned
in H1-H4 will have an assessment resultbrand attitude which was higher after the
participants sawstimuli video which is in itproduct placement. So that the results
will be comparedbrand attitude participants between before viewingstimuli video,
after viewing video stimuli.
In H5 we will see how the difference in values

isbrand attitude consumers
between before seeing the video stimulus and after seeing the video stimulus, with
conditionsprominent product placement withbrand liking tall one. The H5
hypothesis assumes that the valuebrand attitude consumers, will be higher after
viewing the video stimulus.
liking-is high will get a rating (brand attitude) which is higher after
viewing a movie (stimuli video) compared to before viewing the movie
(stimuli video).

conditionsprominent product placement withbrand liking The low one. The H6
H6 : Brand attitude forbrand Whichproduct placementherprominent andbrand
liking-its low will get Rating (brand attitude) which is higher after viewing
a movie (stimuli video) compared to before viewing the movie (stimuli
video).

between before seeing the video stimulus and after seeing the video stimulus,
36

under the conditionsubtle product placement withbrand liking tall one. The H7
H7: Brand attitude forbrand Whichproduct placementhersubtle andbrand liking-is
high will get a rating (brand attitude) which is higher after viewing a
movie (stimuli video) compared to before viewing the movie (stimuli
video).

conditionssubtle product placement withbrand liking The low one. The H8
liking-is high will get a rating (brand attitude) which is higher after
viewing a movie (stimuli video) compared to before viewing the movie
(stimuli video).

37
CHAPTER IV
RESEARCH METHODOLOGY
This chapter explains how the research methods used to test hypotheses,
data sources,stimuli, research variables, and research experimental procedures
used. To test the hypothesis in this research thesis, 4 (four) classes will be used as
laboratories to conduct this research. The four classes were divided based on the
four cells used in this 2x2 experimental study.
4.1 Experiments
According to Agung (1992) sometimes researchers have a tendency to
study influence, in terms of the notion of a causal relationship between one
variable and several response variables, as in pure experimental research, so the
researcher wants to show that there is a causal relationship between the group of
variables to be noticed in research. Agung (1992) also said that experimental
design is a very important thing to pay close attention to in our efforts as
researchers to study the causal influences between variables considered in a study.
The experimental research method was chosen in this thesis research to test
the fourtreatment different in terms ofproduct placement that is done in the film.
Each cell has a difference in terms of the type of characteristicsproduct placement
being studied, and also in terms ofbrand liking frombrand-brand used in this
research. Because it has some differencestreatment this, so that the experiment is
the most appropriate research method to be used in research onproduct placement
This.
38

4.2 Experimental Design
The experimental design used in the thesis research regardingproduct
placement this is a simple 2x2 experiment. Namely 2 (Product Placement:
Prominent andSubtle) x 2 (Brand Liking: High andLow) between subjects factorial
design. This is in accordance with Agung (2003) that the simplest multi-factor
experiment is the 2x2 experimentfactorial design, so the researchers decided to
use a 2x2 experimental design in accordance with the research that had been
conducted by Homer (2009).
Table 4.1 2x2 Research Experiment Design (cells are still empty)
Product
Placement
Movie
Action & Super Hero
Brand Liking
High
Brand Liking
Low
Product
Placement
Prominent
This 1
(minimum 30
people)
This 2
(minimum 30 people)
Product
Placement
Subtle
This 3
(minimum 30
people)
This 4
(minimum 30 people)
In this 2x2 experimental design, each cell will be filled with a minimum of
30 participants, with the following conditionsbrand liking: high andlow who
doproduct placement: prominent andsubtle, on the preferred movie withgenre film
Action / Super Hero which will be selected throughpilot-test or preliminary studies.
So for the selection of films and brands, they are selected usingpilot-test to 15
students. Students were chosen because the participants in this research experiment
were students, and students weretarget audience from the movies withgenre action
andsuper hero, and also istarget market frombrand brand who doproduct
placement on this movie.

39
4.3 Participants
Agung (2003) argues that students are a research population that is easy to
obtain and does not require expensive costs so the costs will be very cheap,
students can be used as research objects.survey, especially for thesis and
dissertation writing. Students can also be used as objects for conducting
experiments, especially for experiments or treatments that have no impactnegative
to the research object in question, including for example experiments on the
selection of products and services that are preferred among the several products
and services offered (Agung, 2003). Agung (2003) also added that there are so
many scientific works that use students as a population, including postgraduate
theses and dissertations from FEUI, not to mention the scientific works of several
international researchers, including Davi Dhar & Kalos Wertenbroch (2000); Chris
Janiszewski & Stijn M.J. Osselaer (2000) and Gentry, James W. et. Al (2000).
Based on Agung's suggestion (2003) in the paragraph above, the
participants selected were student participants, by being randomly selectedrandom,
by inviting students' willingness to take part in research on "Films andMarketing”.
The students selected in this study consisted of D3 and S1 students from the
Faculty of Economics, University of Indonesia, Depok. Students are given a form
asking for their willingness to participate in research on "Film andMarketing”.
Those who are willing to take part will be given monetary incentives, so that they
are willing and enthusiastic and want to invite their friends to take part in research
onproduct placement This. Participants were informed that the research to be
carried out was about “Films andMarketing”, this is done to hide the real research
intent, namely research onproduct placement orbrand placement in film this is as
Homer (2009) did in his experiment onproduct placement which he did, which is
also the basis for the replication of this thesis research.

40
Students who participated were 153 students. Due to the monetary
incentives that were felt to have quite an attractive number for students, there were
approximately 200 students who were interested in registering as participants, but
due to the capacity per class which was only able to accommodate 40 students,
participants were limited to only around 160 students to fill 4 classes.
Student participants were also selected with the argument that the selection
of films andbrand-brand which is used inpilot-test for this research experiment
mostly havetarget audience andtarget market from adolescents to adults (13 years
to 35 years), and students are part of that age demographic, so it is very
appropriate to be a participant in this research experiment.
Student participation forpilot-study amounting to 15 people, forpre-test
totaling 5 students and 153 student participants for the research experiment. So the
total student participants used in this study were 173 students.
Pilot-Test15
people
Pre-Test5
people
Experiment153
people

Figure 4.1 Number of Research Participants from Beginning to End.Nino Priyono
41
4.4 Brand and Film Selection
In the electiongenre film, the researcher chooses to use film withgenre
Super Hero andAction. This type of film was chosen with the consideration that the
film has a large amount of revenuebox office which is high, thus very liked by
themoviegoers and have a numberproduct placement very many up to tensproduct
placement. It can be said that is the reason so many companies want to do
thisproduct placement on moviesSuper Hero orAction is that the film was able to
reach a very large number of viewers, which are estimated to be tens to hundreds
of millions of viewers from all over the world, this is very logical if we look at the

success of the incomebox office these films. And in general, films by genreSuper
Hero orAction has a very large number of fans from among the young age.
For electionbrand, selected using a listproduct placement on filmsaction
andsuper hero obtained fromwww.brandchannel.com/brandcameo which according
to the researcher is the best and most trusted reference source in terms ofbrand
placement orproduct placement. Website www.brandchannel.com which is also a
company engaged in the field of branding / brand consultant, has identifiedbrand
who doproduct placement in Hollywood production films since 2000. So that
credibility can be relied upon to be used as a source of information. Based on the
information data obtained, the researcher double-checked by watching the film
seriously, so that if there isbrand that are missed can be added by the researcher to
be included in the data material for research. The results of selecting the preferred
film and selectionbrand will be discussed more fully in sub-chapter 4.5 on
preliminary studies.
42
4.5 Preliminary Study
In the preliminary study orpilot-study there are 15 students
used as participants to select films (movie attitude with the highest score)
andbrand liking high andlow which will be used in the experiment, withsemantic
differential scale 1-6 Like / Dislike (6=like very much, 1=dislike very much).
Then after considering the conditionsproduct placement (prominent
orsubtle) and conditionsbrand liking (high orlow), then choose somebrand to
populate each of the four cells from the research experiment this researcher
conducted.
The following are the films used in the questionnairepilot-test, with
some additional data namely, film production costs, ticket sales from around the

world and DVD sales of each film in the United States:
Table 4.3 Action Movies and Super Heroes
Movie Year Production
Worldwide Gross
United States
Budget
Revenue
DVD Sales
Transformers 2007 $150 million $709 million $290 million
Iron Man 1 2008 $140 million $585 million $171 million
The Dark Knight 2008 $185 million $1 billion $236 million
Iron Man 2 2010 $200 million $621 million $64 million
Superman Returns 2006 $270 million $391 million $81 million
The Incredible Hulk 2008 $150 million $263 million $58 million
Elektra 2005 $43 million $56 million $???
Daredevil 2003 $78 million $179 million $???
Watchmen 2009 $130 million $185 million $52 million
(source:www.boxofficemojo.com andwww.the-numbers.com)
43
Here are the resultsmovie attitude of 9 films, obtained fromPilot test,
sorted from the films with the highest mean to the lowest:
Table 4.4 Average ResultsMovie Attitude for Selected Movies
Average Movie Rank

5.14 Transformers 1
4.78 Iron Man 1 2
4.78 The Dark Knight 3
4.71 Iron Man 2 4
4.28 Superman Returns 5
4.21 The Incredible Hulk 6
3.42 Elektra 7
3.28 Daredevil 8
3.21 Watchmen 9
This research experiment was carried out on the most liked films, with
considerations due to the success of the Transformers filmbox office the world at
large has numbersproduct placement which is very much good with typeprominent
orsubtle,so it will be easy to do research onproduct placement on the film.
Researchers studied fromwww.brandchannel.com/brandcameo that in total there
are approximately 73brand who doproduct placement on Transformers Movies
(41brand used in the questionnairepilot-test, 14 brand used in the questionnaire
pre-test, 14 brand also used in the experimental questionnaire), whereas
Watchmen, which is the film that students dislike the most, only has 16product
placement only and most are just naturesubtle product placement.
Onpilot-test this is usedsemantic differential scale 1-6 Likes / Dislikes.
Number 1 means really dislike, and number 6 means like very much. Then
frompilot-test was obtained by Transformers as the most liked film with Mean
(M=5.14) in the first rank.
44
To fill in each cell of this research experiment, there are several conditions
that must be met first so that filling in the cells can be done correctly, and the

method is as follows:
❖ This 1
Filled with several provisions viz(product placement: prominent)
and(brand liking: high) with a target of 40 participants (minimum 30 participants).
❖ This 2
Filled with several provisions viz(product placement: prominent)
and(brand liking: low) with a target of 40 participants (minimum 30 participants)..
❖ This 3
Filled with several provisions viz(product placement: subtle) and(brand
liking: high) with a target of 40 participants (minimum 30 participants).
❖ This 4
Filled with several provisions viz(product placement: subtle) and(brand
liking: low) with a target of 40 participants (minimum 30 participants).
In the table below is an example of multiple resultsbrand liking of 73brand
who doproduct placement dalam Transformers Movies obtained frompilot-test
against 15 students. Here are the average resultsbrand liking 15 participants
frompilot-test:
45
Table 4.5 Average ResultsBrand liking forBrand the chosen

Average Brand Rank Product Placement Type
5.78 Apple 1 Prominent & Subtle (Visual, Usage)
5.35 BMW 2 Subtle (Visual)
5.28 Volkswagen Beetle 3 Subtle (Visual, Usage)
5.14 Nokia 4 Prominent (Audio, Visual, Usage)
5 Volkswagen 5 Subtle (Visual)
4.85 Nike 6 Subtle (Visual)
4.85 Burger King 7 Subtle (Visual)
4.78 Ford Mustang 8 Subtle (Visual)
4.78 Porsche 9 Prominent (Audio)
4.64 Lexus 10 Subtle (Visual)
4.57 Ford 11 Prominent (Audio)
4.5 Chevrolet Camaro 12 Prominent (Audio, Visual, Usage)
4.5 Hummer 13 Prominent (Visual)
4.5 reeboks 14 Subtle (Visual)
4.42 Yahoo! 15 Prominent (Visual)
4.07 eBay 22 Prominent & Subtle (Audio, Visual)
3.71 Cadillac 28 Subtle (Visual)
3.29 Pontiac 31 Prominent & Subtle (Visual,
Characters)
❖ Cell 1 is filled withbrand Apple, Nokia, Porsche.
❖ (MApple=5,78), (MBMW=5,28), (MPorsche=4,78)
❖ Cell 2 is filled withbrand Chevrolet, eBay, Pontiac Solstice.
❖ (MChevroletCamaro=4,5), (MeBay=4,07), (MPontiac Solstice=3,29)
❖ Cell 3 is filled withbrand Apple, BMW, Burger King.
❖ (MApple=5,78), (MBMW=5,28), (MBurger King=4,85)
❖ Cell 4 is filled withbrand eBay, Cadillac, Pontiac Solstice.
❖ (MeBay=4,07), (MCadillac=3,71), (MPontiacSolstice=3,29)
After the pilot-test was carried out, the Transformers film was chosen as
the most preferred film from the nine selected films submitted andbrand liking

high i.e. consists ofbrand Apple, Nokia, Porsche, BMW, Burger King danbrand
liking low i.e. consists ofbrand Chevrolet, eBay, Pontiac Solstice, Cadillac.
46
So that the 2x2 research experimental design can be filled with the preferred film
andbrand liking high andlow as follows:
Table 4.2 2x2 Research Experiment Design (Cells Already Filled)
Product
Placement
Movie
TRANSFORMERS (M=5.14)
Brand Liking
High
Brand Liking
Low
Product Placement
Prominent
This 1
Apple. (M=5.78)
Nokia. (M=5.14)
Porsche. (M=4.78)
This 2
Chevrolet. (M=4.5)
eBay. (M=4.07)
Pontiac. (M=3.29)
Product Placement
Subtle
This 3
Apple. (M=5.78)
BMW. (M=5.35)
Burger King. (M=4.85)
This4
eBay. (M=4.07)
Cadillac. (M=3.71)
Pontiac. (M=3.29)
Afterpilot-test After this is done, a questionnaire is made to be used as a
questionnaire forpre-test against 5 students. This was done to check whether the
number of questions used was too many or they were just right, then whether there
were questions that the participants did not understand or were difficult to
understand. And also onpre-test This also measured the duration of time required
by the student to complete the questionnaire. Some questions arefiller some were
omitted because it was feared that it would take too much time to fill out the
research questionnaire, so they were omitted so that the time needed to fill out the
questionnaire was less than 10 minutes.
In the questionnaire questions for research experimentsproduct placement
given a question“Filler” or questions that are complementary and obscure the real

intent of the research experimentproduct placement this, into research on films
andmarketing, for participants
thought that this research was research on film andmarketing andNino Priyono
47
not research aboutproduct placement. Questionfiller the data was not processed by
the researcher. Some questionsfiller used is asked how the students' assessment of
the films withgenre action andsuper hero, then questions about students'
assessment of several famous Hollywood film stars, and how students evaluate the
physical appearance of film stars who play roles in the Transformers film. This
was done to keep the participants from filling out the questionnaire objectively.
4.6 Stimulus
The stimulus used in this study was a video clip clip from the selected film
with the highest scorepilot study (Trans Formers Movie) andbrand the chosen one
isbrand (who doproduct placement in the Transformers Movie) with high marks
for meeting the conditionsbrand liking high (Apple, Nokia, Porsche, BMW,
Burger King) thenbrand with a low value to meet the conditionsbrand liking low
(Chevrolet, eBay, Pontiac Solstice, Cadillac).
Each cell contains 3brand, so that the video stimuli prepared are in the
form of videosproduct placement thirdbrand in each cell for the total cells used.
The duration of the video stimuli used is a total of about 10 minutes for each cell,
and each cell consists of 2 to 4 clips according to the categoryproduct placement
prominent norsubtle.
Researchers in this experimental research in determining the categoryproduct
placement to select a video stimulus withbrand in it, using criteriaproduct
placement from the sideprominent andsubtle from previous research journals
without asking participants whetherproduct placement theprominent orsubtle,
because it is felt that the criteria used by previous researchers have been very clear
in defining the differences in characteristicsproduct placement the. Here are the

criteriaproduct placement which is a strong basis for researchers to determine
aproduct placement belong to categoryprominent orsubtle, seen from how
dominant the appearance of abrand in movie,product placement can be
distinguished
48
prominent (dominant) andsubtle (not dominant).Prominence can be defined as a
capacity in which a brand is able to attract the full attention of its audience
(Fontaine, 2001). We can elaborate this capacity into several elements, including
the size and duration of a buildingbrand that appears on a film screen (d'Astous
and Chartier, 2000; Fontaine, 2002a; Gupta and Lord, 1998), can then be seen how
many times or the number of times abrand appears in onescene film (Bressoud,
Lehu and Russell, 2008), and also a locationbrand on film screens (Gupta and
Lord, 1998; Lehu, 2005a). Whereassubtle product placement can be defined if
abrand only seen on the screen without looking dominant and is only in the
background or as a complement. The thing that distinguishes it fundamentally
betweenprominent andsubtle is on whether or not something is dominantbrand
appears in the film.
if aproduct placement isprominent, visually very clear and verbally
mentioned by the characters in the film, but whenproduct placement issubtle, then
it is only visible visually, and is not very clearly visible and in general the size is
not too big on a film screen. The thing that confirms the characteristics ofproduct
placement what we generally encounter is located on the sideaudiovisual(Gupta
and Lord, 1998; Law and Brawn, 2000; Russell, 1998). Aspectprominence
fromproduct placement also related to characteristicsaudiovisual fromproduct
placement. Until oneproduct placement which isaudio andvisual can be defined
asprominent product placement, Becausebrand it benefits by being seen on the
screen and mentioned simultaneously in ascene exposure (Lehu and Bressoud,
2009). Andsubtle product placement it is only visual on a film screen, generally the
size on the screen is not that big, and is not dominant or very clearly visible. Then
another characteristic that is also often used by other researchers isplot connection.
Plot connection can be defined as how strong the association isproduct placement

from abrand related to a film scenario (Russell, 2002) or the relationship between
anproduct with a film scenario (Russell, 1998). We can also interpret this, namely
the extent of one's involvementbrand into the storyline of a film (d’Astous and
Chartier, 2000; Fontaine, 2002a, 2002b; Russell, 2002) or when abrand come into
direct contact
49
with one of the main characters of the film, it is also part of the categoryplot
connection (Fontaine, 2002a, 2002b; Russell, 2002).
4.7 Data Collection Instruments
The data collection instrument is using a questionnaire withsemantic
differential scale or a scale of 1-7 Like / Dislike (1=dislike very much and 7=like
very much). The questionnaire was divided into two stages, namely the first stage
and the second stage. In the first stage fill out an assessment about films, movie
stars andbrand. Then, if the first stage of the questionnaire was completed, the
participants were shown video stimuli for approximately 10 minutes, then after the
video was finished playing, the participants filled out the second stage of the
questionnaire which contained the physical appearance of film stars in the
Transformers film, an assessment ofbrand second stage, then questionsfiller
aboutproduct placement and questionsfiller about the behavior that participants
have done after watching a movie, then the questionfiller about seeing or hearing
somethingbrand in the film, and the last is participant demographic data.
Collecting data in this experiment using a questionnaire to measurebrand
liking participant of somethingbrand, in the conditions before and after viewing
video stimuli. Do video stimuliproduct placement used can have a positive or
negative influence onbrand liking from the participants in this case the consumer.
Questionnaire method researchsurvey This is based on the consideration
that this method has economic value, is fast and gives freedom to participants in
answering and collects facts and maintains the confidentiality of participant
identities. So that this research can be carried out in a short time and does not take
up a lot of time, funds, and human resources.

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