Brand Placement Effectiveness on TV Series moderated by Identification with Character
Haryantiningrum, Yeshika Alversia

Master of Management, Faculty of Economics and Business, Universitas Indonesia
Jl. Salemba Raya No.4, RW.5, Kenari, Kec. Senen, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10430

Abstract

Brand placement has become an emerging marketing tactic considering its approach to persuade broader audience in a more natural way without openly coming across as an advertisement directly targeted to them. This paper describes how brand placement can be an effective strategy by measuring key indicators such as brand placement memory, brand salience, attitude toward the brand, and behavioral intention. By using SEM method, this study inspects how Indonesian brand placement strategy in an international drama affected Indonesian audience. Furthermore, we suggest that level of connectedness between an audience and their identification with character might be a significant moderating variable for brand placement effectiveness - which was very limited in previous research. The case study for this research is brand placement strategy of Kopiko candy on popular Korean drama Vincenzo, with 631 Indonesian audience surveyed as respondents. Our hypotheses suggest that a brand placement exposure will positively affect audience in terms of their brand placement memory, brand salience, brand attitude, and behavioral intention - and the more they identify with the character, the stronger the impact. Finally, this study provides insights for marketers to make the most out of this marketing strategy, both effectively and efficiently.

Keywords: digital marketing, product placement, brand placement, brand placement memory, brand salience, brand attitude, behavioral intention, identification with character

Topic: Digital Marketing