PRODUCT PLACEMENT AND BRAND VISIBILITY ACROSS FILM GENRES: EVIDENCE FROM SRI LANKAN CINEMA

Abstract

Product placement is defined as the purposeful inclusion of branded products in film and television, making it a major tool in increasing brand visibility, brand recall, and recognition. This research aims to examine the influence of product placements on brand visibility in the Sri Lankan context and to explore the role of film genre as a moderator. The study used a quantitative research method, and a structured questionnaire with a large sample of respondents collected data. Findings reveal that product placement positively correlates with brand visibility. Among the three factors, the frequency of exposure shows the strongest positive effect on brand visibility. Additionally, types of placements and contextual fit also have a positive but less pronounced effect on brand visibility. The moderation analysis suggests that film genre has a significant direct effect on brand visibility, but not on the relationship between product placement and brand visibility. These findings imply that the Product Placement successfully increased the brand recall and recognition among Sri Lankan viewers within the film genre. Given the evolving nature of the Film Industry, these findings will offer valuable theoretical and practical insight to marketers, brands, and film directors to improve product placement strategy in terms of frequency, type of placement, and fit with the context.