Product placement: A study of audience's attitude in the context of vietnamese TV dramas

Abstract

Product placement is a form of advertising has been used in Vietnam for recent years especially in TV dramas. The purpose of this study is to determine the attitude of audience to Vietnamese TV dramas. The attitude is measure based on three components of cognition, affection and conation. Descriptive research was employed by using both qualitative and quantitative approach. In order to collect primary data, focus group was set up and questionnaire was designed and delivery to target sample by convenient method. After collecting and analyzing data, the study came up with the conclusion that the product placement in Vietnamese TV dramas was most effective at the stage cognition of attitude. Appearance frequency of product effects on cognition but also the type of placement makes audience uncomfortable the most. In addition, young consumer seemed to be more negative than older ones in the attitude toward product placement. Finally, the ideas collected from respondent were used as suggestion for marketers and filmmakers to improve the effectiveness of product placement in Vietnamese TV dramas.