Introduction: Inthe past decades organizations performed their marketing activities bycommunicating with the customer using advertisements.
This strategy wasbeneficial for firms in the era of low competitions. In the recent timesconditions for the marketing have changed abruptly. In conventional marketingtechniques the marketers use advertisements, reference group etc. The mostimportant ornament in transmitting a message process is advertising. Theproblems in the usage of this tool are as follows: the increase in the numberof critics about advertisement (Kaikati, J., & Kaikati, 2008) the consumers havingserious doubts to reliability (Weisberg , Pfleiger, & Friedberg, 2007),a previous feeling of being deceived causes a negative attitude to all otheradvertisements (Darke & Ritichi, 2000) (Calfee & Ringold, 1988)and an unconscious reluctance and feeling of discomfort to the brand logo inthe consumer persuasion process (Texeria.
T, 2012).In addition, because of excessive advertisementcosts, and more educated consumers the use of technological tools in order toavoid the commercial messages sent by firms. The consumers have found ways tosoothe themselves (Patty & Andrew, 2008), (Martin & Smith, 2008) this has causedfirms to look for alternative methods to persuade consumers without disturbingthem (Kuhn, Hume, & Love, 2010). As a contraryapproach, nonconventional 4marketing is being channelized. In this paradigm covertmarketing is used. In this technique marketers don’t disclose their involvementto avoid the consumer’s negative attitudes towards advertisements. (Milne, Shalini, & Andrew, 2008). Covert marketing,is a strategy, in which there are no direct vocal and written messages (Milewicz & Herbig, 1997) and the nature ofthe communication is not explicit to the consumers (Cambell, Mohr, & Verlegh, 2012) and it hasadvantages for the solutions of the problemsReview of the LiteratureConsumer Behavior:For making apurchase decision and assessing goods and services, consumer performance be theprogression of obtaining information (Moutinho, Ballantyne, & Rate, 2011).
This method contains searching for data, substitutes, appraisal, buying,consuming and arranging of products and facilities (Blackwell, Miniard, & Engel, 2006). Consumer attitudeis influenced by an extensive variety of both personal and objectiveinfluences.This unit willexplain characteristics of consumer behavior that linked to the researchpurposes, with a solid emphasis on decision making procedure concerningdetermined to purchase which triggered by a covert marketing. According to thismethod “few marketing and non-marketing actions creates incentives whichdirects consumer to consumer dark box and eventually reason purchase decision” (Kotler & Keller, 2011).Covert MarketingDifferent Names of Covert MarketingCovertmarketing has lots of names as secrete, under the radar, masked, bell, bate,hidden marketing.
It is method of product settlement technique. (Kaikati, J., & Kaikati, 2008), (Martin & Smith, 2008), (Nabenzahl & Jaffe, 1998).Covert marketing explained “as firms marketing actions whereby consumersbelieve that the activities are not those of firm.” (Milne, Shalini, & Andrew, 2008). Forms ofCovert Marketing:Covertmarketing has types. The first type is called as “Mole marketing”; when thedealers try to get, the possible consumers displaying them a familiar messagethrough unusual ways. When customers are searching the web data these practicesare applied in the ad-ware on the customer’s computer by which advertisingmessage will be send to the consumer.
Second type is “mental marketing”. Thisrefers to the messages that are not intentionally apparent but still influencethe consumer behavior towards product. (Lindstrom, 2005). In “Mole Marketing” pictures arecreatively added. These are known as “Three M’s” of Covert marketing (Kisielius & Sternthal, 1987).
Covert Marketing Using Brand PlacementCovertmarketing is well competent foundation of consciousness, freedom of choice,modification and establishes the applied use in the movies which increases thepurchase intention for product (Huan & Audrey, 2012). So, Marketers andpromoters must generate advanced advertising practices or used novel methods ofpromotion to inspire customer’s mind in different ways (Kiran, Majumdar, & Kishore, 2012).Purpose of Product Placement Using Covert MarketingThepurpose of product placement is to enhance the value of the product so thatcustomer can buy the product either by using covert marketing method or overtmarketing methods.
(William, K., Petrosky, Hernandez, & Page, 2011) described many donating purposes of productplacement in the entertaining manufacturing e.g. attaining projecting audienceexperience, consideration, deep concentration, prominence, maximizing brandconsciousness increasing brand connection, improve perceived excellence ofshowed product, increase customer memory and recall, generating promptappreciation in the media vehicle and the purchase intention; varying consumers’behavior; Changing viewers determinedand purchase attitude; producing interpretation on brand in the service ofbrand; and endorses the consumers’ attitude in the direction of practicalinvolvement of brand (p 5-6). Inmany cases audience is fully recognized that they are exposed to the commercialactivities, and the purpose is to develop brand consciousness through productplacement. These kinds of happenings that disclose the true promoter are notmeasured stealth marketing. Silent messages are the most commonly used methodof transporting product messages.
Organizations are creating connections withproducers to connect their product message along with the writing of TV show ordrama (Goodman, 2006) According to Smit et.al (2009) explanations of productplacement in TV shows and movies can be to advance a genuineness in a scene. Though,commonly the products have publicity goals. So, the products are not seemed tobe advertising. The objectives are to create trend impacts of product andtransfers a message. It can be used in scripted or planned and unscripted orunplanned TV shows (Goodman, 2006) Product placement is not only focused to theentertainment industry, but also growing through new media.
Covert Marketing through Movies(Alain & Francis, 2012) Have specified thatthere are three main reasons that marketers use for product placement.Initially, watching movies is a vastly focused action. It assured extreme levelof customer consideration because there was relaxed seating setting and lowlevel of noise. Moreover, successful movies have many viewers who are thefocused audience with competence. Lastly, insertion a product in movies is anon-attacking, ordinary and delicate way of going into marketing of products.
It has been watched that Marketers initially, focused on placement of goods andavoid the consumer feedback for it. Audienceresponse cannot be realized whether happy, sad or excited. Previous researchhas exposed that the kind of placement (subtle or prominent) and reappearance(low or sensible) does affect the decision of product purchase. Subtleplacement has constructive effect whereas reappearance of projecting productshas a negative consequence as specified by (Homer, 2009).Brand AwarenessAwarenessis the main factor that found in many brand equity models. Usually considering,awareness and intellectual/effective responses are linked to the situations. Itis not compulsory that awareness related to understanding the idea.
Awarenessmainly focused on the internal and external events (Mokhtaran, 2016). It is the strength of brand in thecognition of the customer. Awareness canbe measured in many ways that enable the consumer to recall the brand openingfrom acknowledgement (involvement to the brand) to recall (what is understandableabout the brand), to the primary in mind (first appearance in theconcentration) and lastly to supremacy (Chen, 2012). It enables theindividual to recall the brand though brand awareness contains unfinished knowledgeabout the product. It is the strength of brand in the cognition of thecustomer. Awareness can be measured inmany ways that enable the consumer to recall the brand opening fromacknowledgement (involvement to the brand) to recall (what is understandableabout the brand), to the primary in mind (first appearance in theconcentration) and lastly to supremacy (Chen, 2012).
Proposed Research Model: Research methodology Research Approach Quantitative, Positivism Data Collection Method: Data will be collected with the help of adapted questionnaire. Target Population: Unit of Analysis: Unit of Analysis in this research will be Individual. Sampling Technique: Simple Random sampling technique will be used. Sample Size: Sample Size will be selected on the basis of Data Analysis: · SPSS 20.0 Version · Structural Equation Modelling Sir Kindly suggest me appropriate title for this….