Published Paper Details:

Marketers have always been looking for alternative ways to reach the target population with their messages. One approach that has grown the last decades is product placement that has become a large arena for companies to involve in their marketing communication. It has been shown that people tend to dislike traditional advertisement such as commercial brakes in TV and tries to avoid it by switching channel. Since product placement is a type of advertisement that is embedded in a movie or TV-show and cannot be zapped away without missing the story of the movie or TV-show, it is a good opportunity to reach out with acompany’s message.T he purpose of this study is to investigate what attitudes the audience has towards product placements in Movies and TV-shows which will lead to a greater knowledge for marketing managers about the attitudes towards product placement . The research paper is an attempt of exploratory research, based on mainly secondary data collected from various sources, such as reference books, magazines, journal, and research papers & websites which are sited at the appropriate places related to above