Product placement is one of the most important techniques in marketing especially in the past few years, where the media has played an essential role in forming people's opinion. As many people believe in all what they see because of the significant role of the media, product placement reaches its goals. However, the effectiveness of product placement varies according to numerous criteria, from how it is integrated to how it is used to show the product and whether it is intrusive or not. In the study article " The Effectiveness of Product Placement: The Influence of Product Placement towards Consumer Behavior of the Millennial Generation " by Liew Chee and Elizabeth Lim, the issue of product placement and its influence on a specific category of consumer is discussed. The study aims mainly to form a general idea about how effective the product placement could be to influence the millennial generation and sway their decisions. Liew and Lim made a valuable and professional study article that involves an interesting perspective regarding product placement through a good arrangement of ideas and a methodological study.
The study mainly elaborates on the idea of how people's demeanors are affected by their intentions, that affects in its term their perceptions through five main hypotheses with the theory of reasoned action expect people's behaviors. Liew and Lim have also
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distinguished between the personal preferences and the social influences in the process of forming the intentions. The experiment is based on the SPSS technology and surveys to identify the different responses of this millennial age. To conclude the study attempts to give several pieces of advice to professionals in the product placement field by giving the criteria of an effective product placement.
No doubt that the article " The Effectiveness of Product Placement: The Influence of Product Placement towards Consumer Behavior of the Millennial Generation " is a highly credible and reliable source to use as it discusses an important issue in a simple and innovative way. It is based on a quantitative research and an experiment using advanced techniques and it comes from a database. Liew and Lim have successfully created their ideas in the context of an experiment using the logos appeal. The way the ideas are arranged fits the form of this study paper. A long introduction that involves a large historical part to a more narrow scale that discusses the aim of the study and the methodology adopted with the techniques used and finally the results and the conclusion that sums up the whole study. But although it mainly focuses on addressing information to academic experts in the field of advertisement, it should also involve an explanation of the scientific terms used. (Alfano page )
Product placement in the media should be subtly integrated to create an effective influence. It is more likely for the consumer to feel more distracted when the...