Analisa Efektivitas Product Placement Burger King Dalam Film Iron Man 1 dan Audi Dalam Film Iron Man 2

nike krishnasari

Abstract


Product placement merupakan salah satu alternatif untuk melengkapi iklan komersil saat ini, karena dengan product placement suatu produk dapat dikomunikasikan kepada penonton secara tidak langsung dan mendapat perhatian penonton melalui media film. Penelitian ini membahas efektifitas penggunaan product placement Burger King dan Audi dalam film Iron Man 1 dan 2, serta melihat strategi product placement dalam meningkatkan  kesan nyata sebuah film.

Efektivitas dari product placement ini diukur dengan menggunakan penelitian kualitatif deskriptif berdasarkan principles of effective in-program placement, dengan mengambil unit analisis sebanyak 30 responden. Hasil penelitian menujukan bahwa Burger King dan Audi keduanya efektif,dan dapat meningkatkan kesan nyata pada film Iron Man, tetapi variabel efektivitas yang dominan pada merek Burger King adalah program induced mood dan placement modality, sedangkan variabel efektifitas yang dominan pada merek Audi adalah program induced mood, opportunity to process placement dan placement priming.


Keywords


Product placement; principles of effective in-program placement; realism in product placement

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