Volume : III, Issue : XI, November - 2013

Covert Advertising in Indian Movies : a Theoretical Review

S. Vasanthi

Abstract :

Extensive and proliferation forces the marketers to select a new marketing communication technique to advertise their product and services. Digital and integration and some other latest technologies like Personal Video Recorders (PVR), Video–on–Demand (VOD) force the marketers to adopt the covert advertising technique. The covert advertising technique is, “ A product or and embedded in movies or television programs”. This article highlights the important covert advertising techniques like product placement, sponsorship, plugging products, viral marketing and guerrilla marketing and also ings out the examples of Indian movies where the products are successfully placed. It emphasizes the benefits of covert advertising which stresses the fact that, “ placing a and name, products or services within a movie or program increase the corporate image, and awareness and and image”.  

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

S. VASANTHI / Covert Advertising in Indian Movies : a Theoretical Review / Indian Journal of Applied Research, Vol.3, Issue.11 November 2013

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