An exploratory study the impacts of product placement in VietNam movies on Viet Nam young adult's attitude
Abstract
This research aims to investigate the impact of product placement in Vietnam movies
on Vietnamese young adult’s attitude. Hence, with the important findings from research, the study will provide some results as well as recommendations in order to enhance the effectiveness of product placement in Vietnam movies.
The research has been conducted from February 2013 to May 2013 with the sample size of 250 respondents in Ho Chi Minh City. Using literature review and attribute of product placement, this study creates the model which suitable for the purpose of research with five types of product placement has impact on Vietnamese young adult’s attitude. Then with the answered from questionnaires, data were analyzed with the SPSS software to come up with two dimensions of product placement has strongly positive impact on Vietnamese young adult’s attitude and product placement
in Vietnam movies has most effective in cognition of attitude.
The recommendations from the research will help the marketers and filmmakers improve the imagines of product placement in Vietnam movies better and better. In addition, they can enhance the effectiveness of this type in Vietnam movies to attract
more and more audiences.