Abstract
Product Placement is a concept in marketing, where brands are incorporated into movies to avoid breaks that are usual in traditional advertisements. This is aimed at making a brand more visible and also to enhance its ability to reach the target audience effectively. Evaluating the effectiveness of product placement in improving brand recall in movies is the primary goal of the research. A comprehensive meta-analysis was carried out using SPSS version 29 and Jamovi to ascertain this impact. The findings obtained through the Random-Effect Model analysis yielded the outcome of the heterogeneity test. In this study, the data from thirteen relevant studies reported a positive effect of Product Placement on Brand recall. The effect size was determined using Cohen’s d. Consequently, the results revealed that Product Placement significantly boosts Brand recall suggesting it is a strong marketing approach. The results underline the power of Product Placement to influence consumer behaviour, thus indicating the efficacy of incorporating brands within the content of movies. Therefore, Product Placement is a more interactive and non-intrusive way to reach audiences, thus proving effective as a strategic marketing technique. These findings further confirm the efficacy of Product Placement in creating higher brand recall, thus validating this approach as useful in Movie marketing.
Keywords: Brand Recall, Egger’s Regression Meta-Analysis, Movie Marketing, Product Placement, Random-Effect Model.