Consumer Attitude Toward Product Placement: A Descriptive Study Between Bangladeshi & Indian Media Program

Karmakar, A.; Nur-Al-Ahad, Md.; Hyder, T.

Please use this identifier to cite or link to this item: https://essuir.sumdu.edu.ua/handle/123456789/86069

Or use following links to share this resource in social networks: Recommend this item

Title	Consumer Attitude Toward Product Placement: A Descriptive Study Between Bangladeshi & Indian Media Program
Authors	Karmakar, A. Nur-Al-Ahad, Md. Hyder, T.
ORCID
Keywords	продакт-плейсмент размещение продукта product placement ЗМІ Бангладеш Бангладеш СМИ bangladesh media поінформованість споживачів осведомленность потребителей consumer awareness відкликання бренду отзыв бренда brand recall
Type	Article
Date of Issue	2021
URI	https://essuir.sumdu.edu.ua/handle/123456789/86069
Publisher	Sumy State University
License	Creative Commons Attribution 4.0 International License
Citation	Karmakar, A., Nur-Al-Ahad, Md., Hyder, T. (2021). Consumer Attitude Toward Product Placement: A Descriptive Study Between Bangladeshi & Indian Media Program. Business Ethics and Leadership, 5(2), 107-121. https://doi.org/10.21272/bel.5(2).107-121.2021
Abstract	The aim of this study is to investigate Bangladeshi viewers’ attitudes towards product placement activities. Here product placement indicates a paid form of non-traditional advertisement where products or brand names are intentionally present along with the programs. Consumers’ purchase decisions relate to how they know the brand name, and traditional marketing activities failed several times to hit the customer’s black box. People are fascinated by an innovative way of product representation, a tough and challenging task for marketers. Embedded marketing or Product placement helps both viewers and marketers to build a bridge for communication. In Bangladesh, people are less conscious about their local products as well as their media programs.
Appears in Collections:	Business Ethics and Leadership (BEL)