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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)

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Bangladesh Bangladesh
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Belgium Belgium
1
Georgia Georgia
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Germany Germany
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India India
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Indonesia Indonesia
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Iran Iran
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Ireland Ireland
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Lithuania Lithuania
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Malaysia Malaysia
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Nigeria Nigeria
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Pakistan Pakistan
1063611980
Philippines Philippines
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Romania Romania
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Singapore Singapore
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South Africa South Africa
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Spain Spain
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Taiwan Taiwan
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Turkey Turkey
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Ukraine Ukraine
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United Arab Emirates United Arab Emirates
1
United Kingdom United Kingdom
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United States United States
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Unknown Country Unknown Country
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Vietnam Vietnam
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