INTRODUCTION
1 Background of advertising and history of product placement
The role and importance of advertising in the world today is needless to say as it has expanded and become an integral part of almost every business The enormous cost commercial enterprises spend on advertising to achieve their business goals is a good indication of the magnitude of modern advertising Moreover, advertising is one of the main elements in marketing management that lead to the success of businesses It plays an important role in increasing brand awareness as well as perception that are relevant to stimulate toward potential customers, general public and end users For the reason above, it is evident that many marketers are trying to discover, improve and utilize this tool as much as possible
Nowadays, with the rapid development of society, the demand for entertainment of people has increased dramatically and in order to attract people to buy products or use services, advertisers have to create and employ a lot of methods as well as means to make sure that consumers are aware of what they are being offered The American Marketing Association (AMA) has adopted a possible definition of “advertising” which describes it as “the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas.” Besides, advertising can also be considered as any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor (George E.Belch& Michael A.Belch: 16) As advertising is paid for, it is a legitimate commercial transaction It is non-personal, which means that advertising messages are directed at a mass audience and not specifically at any individual.
The role of advertising is delivering messages from producers to actual and potential customers The function of advertising’s communication element is transmitting different types of market information to match buyers and sellers in the marketplace (Wills.2004:14). Lamb, Hair, and McDaniel(2004:294-295) mentioned that most of companies today generally recognized and understood the persuasive power of advertising and invested a large amount of money in it to maintain brand awareness, market share, competitive advantages,consumers’ confidence, goodwill and other benefits Thus, advertising is believed to have an enormous impact on consumers’ beliefs, habits, as well as their behaviors and reactions in process of purchasing products
Following the above, it can be seen clearly that advertising has big impacts on marketplace and therefore companies should turn their focus onto investing in this field to gain advantage as well as achieve their targets in selling products and services, improve their position and popularity in the market as their products becomes more well-recognized among consumers. However, in order for marketing to work, it must be an effective tool to convey information from marketers to customers The channels of communication, which are used to transmit messages to target markets, are ordinarily called advertising media (Lamb, Hair, and McDaniel.2004: 504) Wells, Burnett, and Moriarty (2003) divided advertising media into two distinct groups: Print media: newspapers, magazines, outdoor advertising (posters, billboards,…) , transit advertising and directories; and Broadcast and interactive online media: television, radio and the Internet Because of the variety of those advertising media as well as their limitations, the key responsibility belongs to marketers as they are eventually the ones who have to determine which tools of advertising media are suitable for the company, bring the best result and meet the demand of the company
As a customer today, you are exposed to thousands of diverse brands or products on any days of week by just walking on the street or wandering around your town The fact is that not all of these exposures are advertisements but common items that you are either use or see.Nevertheless, Kotler et al.(2005) refers that in a day a normal person might be exposed to more than 1500 ads on average It is really hard to estimate how many advertisements one man can recognize per day as most of ads passed by were ignored by people and it is also easy to shift your concentration from some of the advertisement commercials that you are facing Especially with the rapid development of advertising, social and traditional commercials have lost trustworthiness and level of satisfaction from audiences Marketing and commercials that used to be before on TV now have changed a lot Moreover, the development of technology has altered the advertising industry On the other hand,technology is arguably a primary factor of the innovative advertising techniques and advancements in today's world The use of technology has allowed advertising to enter into every single aspect of consumers’ lives and enable the capability to target the key audiences more quickly and efficiently It creates opportunities for better advertising but also challenges For example, with remote control, audiences now can easily change the channel if there is an advertisement during break time which means marketers will miss their target audience if they do not a solution to overcome the problem Many new ways of advertising have arisen over the years in an attempt to avoid the shortcoming of traditional TV commercial Product placement is one of the most effective methods that has been increasingly trendy and received reasonable amount of attention over the last decades. (Balasubramanian, Karrh &Patwardhan, 2006; van Reijmersdal, Neijens & Smit, 2009; Karniouchina, Uslay & Erenburg,2011) Product placement is a planned, prudent way to endorse products towards the audiences It is also a cost-effective method with big impact and a global reach Product placement can be described as the process in which film makers mention products in their films by the way of involving actor or actress or put products in positions that attract audiences and make them aware of products It is not random when a BMW appeared in Golden eyes, Pepsi in Sex and City,etc… Through product placement, advertisers can introduce new products to customers, increase brand awareness and sales for company The benefit that companies have after a well-made product placement can be seen in the rise of their sales as well as the fully persuasive image in customer’s eyes and people can see it via television, music video The thing that makes product placement different from
TV commercials (TVC) and other advertising media is that audience cannot ignore and everyone is exposed to product placement some times in life without recognizing it
Product placement has been employed for over 100 years The history of product placements can be depicted and divided into three periods (DeLorme, 1998; Brenan et al, 1999) The beginning of product placement is the time between 1920s and mid-1970s, when product placement was not a main point in the industry of advertising The product placement in this period was casual and mostly included barter arrangements (Delorme, 1998) This barter arrangement demonstrates stimulus history for product placement, which increased the level of reality movies by adding real products and brands (Brennan et al, 1999).Product placement has become more popular since the mid-1970s when the definition of brand name administration grown and vivid picture producers became concentrated on benefits from these placement (Brennan et al, 1999; Moser, Bryant&Sylvester, 2004) The second period of product placement extended over the time between late 1980s and early 1990s This period included a successful placement of Reese’s Pieces candy in the movies E.T The great achievement of this placement in the 1982 film made marketer change their mind of product placement and became the most important hallmark in the history of product placement.Following the success of E.T, the placement of some famous films brought big turn over after leasing of the films(Fourier&Dolan, 1997) Nevertheless, consumers criticized product placement as a form of cheating them and raised doubts about this type (DeLorme, 1998) In order to make customers feel satisfied and stop worrying about product placement, the Entertainment Resources and Marketing was founded by the product placement industry, which has a huge impact in the process of self-regulation and preemption of government regulations (Moser et al, 2004) The last period, which continues from the mid-1990s till today, marked the decade where product placements played an increasingly important role and became a lucrative industry Nowadays, advertisers expand the field of advertising and promotion programs parallel with product placement to improve and strengthen the power of product placements
Although product placement have been in place for over 100 years but its popularity and attractiveness to marketers as marketing tool has only ascended in recent years A series in Business week entitled” Product Placement Hall of Fame” reflects the fact that product placements have been recognized as a necessary marketing tactic since 1998 According to a report by PQ Media (2005), which investigates the historical trends of product placements form 1974 to 2004 in the US, the value of product placement has gone up 30% by 2004 to reach $3.46 billion Specially, film placements increased 14.6% to $1.25 billion PQ Media projects a 14.9 % compound growth rate to reach $6.94 billion between 2004 and 2009. Placements in the food and beverage, house and home, and health and beauty categories make up for more than half of all product placements These categories will continue to be the leading marketing categories over the next 5 years ( PQ Media, 2005).There are a lot of reasons explaining for the development of product placement However, there are three main reasons that should be noticed The first one is the increasing popularity of ad-skipping technologies, then there are more and more interactive television programs which attract a lot of people and besides audience fragmentation is the third reason for the rapid development of product placement As ad-skipping technologies or personal video recorders (PVRs) became more common, television ads became less effective at reaching target audiences By contrast,interactive television program made it easier to integrate product placement into programs by allowing marketers to feature different products at different times and for different region(PQ Media, 2005) And finally, the development of new media like the Internet has led to cluttered media environments and confusion of traditional advertising among marketers As results, marketers try to find alternative methods to attract audiences and begin thinking about the effectiveness of television spot ads, which became harder and harder to feature prominently within cluttered media environments or feature at all due to digital video recorders This has consequently led to the shift from traditional method to the new method such as product placement which can reach target audiences better
Firstly, let’s take a look at the data below: according to the research of a group of Professors in California State University in May 2012: 90% people skip TV ads so brands now have to get into the content to be seen easily and consumers’ consumption of entertainment increases when the economy is in tough times Research also shows that product placement in content boosts brand awareness, raises brand affinity, and encourages prospective purchasers with about 60% people feeling positive about brands they recognized in a placement, 45% saying they would be more likely to make a purchase It can be easily seen from those data that product placement is full of prospect and is in fact attracting many companies to jump into to promote their products In many countries such as: America, Korea, China, etc, … these days, the definition of product placement is no longer a new phenomenon It appears in almost every movie and people can easy recognize it through famous actors, panel, etc, … as they normally put products on a very smart way, very professional, not conspicuous, unobtrusive and suitable for the contents of the film A lot of studies have been conducted on how the audience attitudes are toward product placement Research on attitudes towards product placements has been done with Austrian, French and Americans (Gould, Gupta & Grabner-Krọuter, 2000), Australians (Brennan,Rosenberger & Hementera, 2004), Dutch (Reijmersdal, Smit & Neijens, 2010) and SouthKoreans (Lee, Sung & Choi 2011) and showed that the practice has generally a positive perception, and audiences in those countries had accepted relatively strongly with this form of advertising
However, in Vietnam, the situation does not look as bright as other countries in the world. Nowadays, with the rapid development of society and living standard dramatically improved, people can choose among an enormous variety of entertainment kinds to relax and going to the cinema is one of the most popular activities when people have free time Being able to identify the potential for growth and development of this field, advertisers and filmmakers try to cooperate to bring products closer to customer by putting products in movies with the use of appropriate actors as well as their appearances in some scenes They try to make products come into customer’s mind which can create a lot of complaints from audiences if the placements are not carried out properly Vietnamese audiences normally decry because of unobtrusive appearance, the obvious absurdity of the advertising products in the movies, negative abusiveness of product placement, more and more clumsy and offensive ads on Viet Nam movies Some audiences complaint that such placements make them feel like they are watching a TVC on movies because the actors use too much product in one scene and repeat this action again and again For examples: In”Nha Co 5 nang tien” movie, as soon as the main actor feel thirsty, he drinks C2 tea and most of the scenes have this product while the item” Double Mint” chewing gum also appears over 10s on the screen and this scene was repeated several times Film makers attempt give audiences a close-up of product Another example can be that in” De Mai Tinh” movie, the word” Sheraton” hotel was repeated so many times by actors, and it appeared in almost all of the scenes These are just examples of many complaints about product placement in Vietnam movies On a lot of websites such as: Baoanhdatmui.vn, Tuoitre.vn, many writers point out the negative side of product placement in Vietnam movies Tuoitre.vn had an article entitled” Quảng cáo trong phim-Vì sao nên nỗi: Tại anh, Tại ả”, “ Phô từ hình ảnh đến lời thoại”, while Baoanhdatmui.vn wrote a similar article with the title:” Tài trợ phim truyền hình cần có sự chuyên nghiệp” It seems that in Vietnam movies the advertisers do not really care about the quality and content of movie and instead want their products appear on movie as much as possible in an attempt to attract audiences Thus, audience especially Vietnamese young adults turn their back to some Viet Nam movies as well as the brands appearing in them So this research tries to explore which types of product placement have the significant positive impact on Vietnamese young adults and measure their attitude toward product placement in Vietnam movies In addition, we also look into how advertisers can improve and enhance the effectiveness of product placement in Vietnam movies to audience.
3 Research objectives of the study
In fact, studying about the attitude of audience toward product placement in Vietnam movies is very important because it helps advertisers recognize the strengths as well as weaknesses of this way of advertising Moreover, it can measure the effectiveness of product placement and bring the benefits for both advertiser and film makers This study wants to find out which types of product placement are suitable for Vietnamese young adults and considers the way to enhance positive attitude of audiences Thus, this thesis aims to attain these following objectives:
To explore which types of product placement have positive impact on Vietnamese young adults
To examine the attitude of Vietnamese young adults toward product placement in Viet Nam movies
To give some suggestions to enhance the effectiveness of product placement in Vietnam movies
Hence, with all those objectives, the research aims to answer these questions:
Which types of product placement in Vietnam movies have positive impact on Vietnamese young adults?
What is the attitude of Vietnamese young adults toward product placement in
How to enhance the effectiveness of product placement in Vietnam movies?
4 Scope and limitations of the study
First of all, the lack of time and human resources will lead to a disadvantage of not being able to choose large sample to achieve more valuable results Beside, financial and geographical problems are great barriers to approach the data in other huge markets As a result, Ho Chi Minh City is chosen because of the convenience and its demographic characteristic This is the most important economic center of Viet Nam and accounts for a substantial proportion of national economy which means it can be taken as good representation The study group included young adults who have watched movies in all cinemas in HCMC The research will be conducted within 1 month included one week for focus group, one week for spreading survey and 2 weeks for data analysis
The research is divided into five main parts
To explain the research in general terms, to give reasons why we conduct the research, state research objectives and research questions as well as research scope and limitations and outline overall structure of the research.
LITERATURE REVIEW
To review the concepts and definitions used in the research as well as other researches related to the topic, present the theoretical basis and the models that are applied in this study
METHODOLOGY
DATA ANALYSIS & DISCUSSION
Qualitative Method
A group includes 9 people from 18 to 30 years old were asked to sit together in the yard of an apartment They are neighbors who live in Floor 5, so they know each other and can express their feelings about the topic 9 people often go to the cinema and before the conversation started, they had been given information about product placement All respondents can recognize that products appeared in Vietnamese movies is the type of advertising and called product placement They can distinguish the types of product placement clearly and completely but not exactly: product appears on the screen, on the banner in the street, product is mentioned by the actors and product plays as connecting tool in the story line of the movies However, most of respondents feel negative when seeing product placement in Vietnam movies especially with different types of product placement, they have different opinions But most of them agreed that product placement in Vietnam movies is normally too blatant, hard to understand They shared that when seeing product placement in Vietnam movies, they feel like seeing advertising program not watching movies which is really different compared to foreign movies It makes feel annoyed and disappointed
With regard to the attitude of respondents toward product placement, it just stops in the stage of cognition meaning that after watching movies that have product placement, people may increase brand awareness as well as brand recall, have more information about products or services, remember it better but it still has nothing to do with changing their behaviors into the stage of effective and conation It also does not motivate people to desire it and intend to buy it.
SAMPLE DEMOCRAPHICS
There are 250 questionnaires spread to audiences in 3 cinemas in Ho Chi Minh City: GalaxyNguyen Du, Megastar Parkson Hung Vuong and BHD Maximax 3-2 The number of returned questionnaire was 250 A careful check of collected data revealed that 50 questionnaires were not useful for data analysis because of either missing data or quality of responses Some of them did not give right answers, so they are deleted from the analysis process After the editing stage, the total of 200 questionnaires were chosen and analyzed with the SPSS software version 20.
Figure 4.1 to figure 4.4 describe the frequencies statistics or the demographics of sample in this study:
Figure 4.1 Percentage of gender of respondents
The result in figure 4.1 shows that study captures 54.5% (109) female and 45.5% (91) males answering questionnaires The ratio of male over female customers of cinemas is about 1, with a slightly higher number of female customers Since the target customers of cinemas are both male and female Additionally, movies in Viet Nam is suitable for females because they comprise of humor, romance, soft, nice and famous actress as well as females often concentrate on details of the movies So the sample is highly representative to the population of this study.
Frequency Percent Valid Percent Cumulative Percent
Frequency Percent Valid Percent Cumulative Percent
Figure 4.2 Percentage of age of respondents
The figure 4.2 demonstrates that highest percentage of age is 19 to 25 years old correlative with 49.5 % (99) respondents, on the other hand, the smallest proportion belongs to the over
30 years old group correlative with 8% (16) respondents The pie chart further signifies that 30% (60) of respondents fall under the age from 13 to 18 years old, whereas, 12.5 %(25) respondents fall in the age category of 26 to 30 years old
The outcomes of following figure exhibit the percentage of education level of respondents.
By looking at the percentages and shares in the chart, we can see the overall distribution of respondents on their levels of education, which is divided into 4 levels from students to others
Frequency Percent Valid Percent Cumulative Percent
Figure 4.3 Percentage of education of respondents
The dominant group in this dimension is the group with the education level of university, which makes up 40 %( 80) respondents of the sample The results of above chart additionally denote that 30.5% (61) respondents are students, while 19 % (38) respondents belong to postgraduate Finally others account for 10.5 % (21) respondents
The following figures demonstrate the ratio of respondent’s income
Frequency Percent Valid Percent Cumulative Percent
Figure 4.4 Percentage of respondent’s income per month
As the result, the highest ratio is 63.5% of total with less than 2 million VND It represents
127 participants among 200 respondents This result matched with all tables above which shows most of respondents are mostly in 13-18 years old and 19-25 years old Then, the second highest percentage, which occupies 25.5% of total 200 respondents, is earning from 2 to 6 million VND 6-12 million VND and over 12 million VND which account for 6% and5% respectively
DESCRIPTIVE STATISTICS
To reflex the overall the Vietnamese young adult’s attitude toward product placements in Viet Nam movies, the descriptive statistics were calculated Mean and Standard Deviation were most concerned The Mean shows the center of distribution of a value while Standard Deviation expresses the dispersion level The less dispersive data is the more valuable it is.
Visual product placement is the first dimension of product placement It describes the way that products appear on the movies by motion pictures or set of brand related to the scenes.
The satisfaction is evaluated by the agreement degree of respondents on each statement, indicating through the scale from 1 to 5 corresponding for from” strongly disagree” to “strongly agree”
Descriptive Statistics Table 4.1 Descriptive Statistics of Visual product placement
N Minimum Maximum Mean Std Deviation
Among five elements of Visual product placement, the average mean value of 3.867 with the range from 3.84 to 3.91 points out a relatively positive perception of respondents about the visual product placement The respondents most agreed with the factors VIS3 and VIS1 “I have no problem with product placements that is visual” and “Vivid pictures of visual product placement make me feel interested when seeing it in movies”, indicating by the highest mean( mean=3.91) among the group “I like when for example you can see a brand of a mobile phone they are using” (VIS2), “Visual product placement does not make audiences feel annoyed when appearing of product” (VIS4), “I do not mind when brands are being seen often” (VIS5) also receive the satisfaction from respondents, since they have relatively high agreement degree from respondents The mean and standard deviation values are not different much among factors in the group, which shows the standardization of factors in this group.
To measure the attitude of respondents toward auditory of product placement dimension, the
3 factors items were studied The outcomes from responses of respondents are shown in the following table
Table 4.2 Descriptive Statistics of Auditory product placement
N Minimum Maximum Mean Std Deviation
All the factors belong to respondent’s perception about auditory product placement have the average mean value at 3.15 which is considered as a neutral of agreement from respondents. The factors AUD2 “I like when character refers to a brand name” gets the highest agreement degree (3.18) showing that audiences feel secured when products or brands are guaranteed by the actors or the actress The standard deviation values indicate that opinions of respondents are not too different in these factors For example, factor AUD1 “I have no problem with product placements that is heard or mentioned” has standard deviation of 0.877 while factor AUD3 “I do not mind when brands name are being heard or mentioned” poses a standard deviation of 0.849)
The plot connection dimension is the third dimension of product placement
Table 4.3 Descriptive Statistics of Plot connection
N Minimum Maximum Mean Std Deviation
For items of plot connection dimension, it is clear that means of these items are neutral, ranging from 3.13 to 3.19 The lowest mean value is 3.13 of item PLOT4 “I do not like when a brand has a big part of a movie”, the highest mean value is 3.19 of item PLOT2” The products or brands are being placed into the movies should match the story” The average mean value of plot connection dimension is 3.16 which shows that respondents feel neutral with the four factors in plot connection dimension The standard deviations vary from 0.855 to 0.891 indicating that the perception of respondents does not deviate much from the mean
Prominence product placement addresses products or brands which are placed by the way easy to recognize or mentioned clearly The 5 point Likert scale is applied to measure how respondents agree with 5 factors in this dimension The outcome is presented in the table below
Table 4.4 Descriptive Statistics of Prominence product placement
N Minimum Maximum Mean Std Deviation
The mean values among the items in this dimension range from 2.18 to 2.42 and the average of all items is 2.27 In general, respondents are not really satisfied with this dimension or in other words they have negative view about this type of product placement, which is indicated by the lower average mean value in comparison with other dimensions The item PRO5
“prominence product placement affected to my movie’s habitation” has the mean value equal2.42 showing that the level of respondents’ satisfaction is a little high compared to other items It is an indication that the level of respondents was not affected by PRO5 On the other hand, the item PRO1 “I don’t have any problem when a brand is very noticeable in movies” has the lowest mean value is 2.18 which indicates that respondents had a bad point of view toward this type Similarly, PRO2, PRO3 and PRO4 gain the low mean value (mean= 2.21,2.25 and 2.29) This proves that prominence product placement makes audiences feel annoyed and uncomfortable because products, brands are too noticeable, mentioned too clearly or showed repeatedly in a movie Furthermore, the standard deviations 0.514, 0.608 and 0.525 of these items demonstrate that respondents have very similar perception about this dimension This is one of the important issues since it directly influences the respondent’s attitude toward product placement in Vietnam movies Figuring out effective solutions to this problem is a practical approach to improve attitude of respondents toward product placement.
Table 4.5 Descriptive Statistics of Subtle product placement
N Minimum Maximum Mean Std Deviation
The descriptive statistics of subtle product placement dimension is examined through the agreement degree of respondents toward 3 statements The average mean value at 3.81 shows that respondents have a positive view with this dimension generally In the three items of the dimension, the items SUB1 “I think it is more acceptable when product placement is hard to notice” has gained the highest point of view from respondents, indicated by the highest mean value among the items (mean=3.85) This item presents that “accepting when product placement is hard to notice” is one of the high landmark for marketers to find the way to make movies come to audience’s heart
The attitude dimension is built to measure the perception of respondents about the overall product placement in Vietnam movies Based on the scale from 1 “strongly disagree” to 5
“strongly agree”, it aims to examine the agreement degree of respondents attitude toward product placement in Vietnam There are three stages of attitude: cognition, affection and conation Based on three factors of attitude, it is possible to know the level of audience’s attitude toward product placement by checking what stage of attitude customers stop in after seeing product placement in Vietnam movies: Whether they increase brand awareness to product, brand (cognition) or they desire to have product (affection) or even they want to purchase product (conation) Testing attitude allows us to know the level accepting of respondents toward product placement
Table 4.6 Descriptive Statistics of Attitude
N Minimum Maximum Mean Std Deviation
The mean values of the dimension range from 3.29 to 3.77 with the average value at 3.5 Among them, AT1 “Product advertisements in movies make me remember the brands better” has the highest mean value (mean= 3.77) which indicated that after watching movies, respondents have high cognition about products or brands AT2 “I like the products after seeing them on movies” which describes the emotion of respondents after watching movies had mean value of 3.39 AT3 “The closeness makes me want to try the products” had mean value=3.29 Compared 3 items of this dimension, it is clearly seen that after watching movies audiences have high attention to buy a product that appearing in the movies with mean value
= 3.77, affection, conation and cognition elements do not affect much on respondent’s attitude It means that respondents just in the level of attention to buy products after seeing it in movies while affection and action do not related much on respondent’s attitudes.
RELIABILITY STATISTICS
The reliability test is used in data analyzing process in order to measure the degree of consistency between multiple measurements of a variable The analysis is based on Cronbach’s alpha coefficient which is performed to test the reliability of each factor and to know whether all items are measuring the same thing or internal consistency (Devellis, 1991).
Cronbach’s alpha is used as evidence to support the convergent validity of those items (Anderson and Gerbing, 1988) A satisfactory coefficient alpha is 0.60 while Hair (1995) suggests a more acceptable alpha being greater than 0.70 for social science research. Following is the outcome of reliability test
Table 4.7 Reliability Statistics of Visual product placement
The high value of Cronbach’s alpha (0.919) is the evidence of internal consistency of this measurement set The factor items included in this dimension have close relation with one another
Table 4.8 Item-Total Statistics of Visual product placement
Scale Mean if Item Deleted
Cronbach's Alpha if Item Deleted
From the table above, we can see that the elimination of item (VIS4) can improve the reliability coefficient of the dimension However, because the improvement is very small (from 0.919 to 0.922), the item (VIS4) is kept as before
Table 4.9 Reliability Statistics of Auditory product placement
The coefficient value of Cronbach’s alpha (0.720) presents that the initial scale of this dimension is well set and the factor items are internally consistent
Table 4.10 Item-Total Statistics of Auditory product placement
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
No removal of any items can improve the value of Cronbach’s alpha Therefore, it can be stated that this scale is well-designed, and it can be representative to measurement of the Auditory product placement dimension
Table 4.11 Reliability Statistics of Plot connection
In the Plot connection dimension, the coefficient value of Crobach’s alpha indicates that the initial scale of this dimension is well set and the factor items are internally consistent
Table 4.12 Item-Total Statistics of Plot connection
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
From the table above, the item (PLO1) is deleted can improve the value of Cronbach’s alpha; however no items is removed from the scale because of the improvement is not significant
Table 4.13 Reliability Statistics of Prominence product placement
Table 4.14 Item-Total Statistics of Prominence product placement
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
From the table above, we can see that the elimination of item (PRO5) can improve the value of Cronbach’s alpha So the following tables is the new value of Cronbach’s alpha after the item (PRO5) is deleted
Table 4.15 Reliability Statistics of Prominence product placement
Table 4.16 Item-Total Statistics of Prominence product Placement
Scale Mean if Item Deleted
Cronbach'sAlpha if ItemDeleted
No removal of any items can improve the value of Cronbach’s alpha Therefore, it can be representative to measure the prominence product placement dimension.
Table 4.17 Reliability Statistics of Subtle Product Placement
The Cronbach’s alpha of Subtle product placement dimension shows that its initial measurement set is correctly designed The three items in this dimension are closely related
The result of Alpha coefficient in the table above shows that the scale of this dimension is highly reliable The three factor items in this group are highly consistent.
Table 4.18 Item-Total Statistics of Subtle Product Placement
Scale Mean if Item Deleted
From the table above, no removal of any items can improve the value of Cronbach’s alpha. Therefore, it is stated that this scale is well designed, and it can be representative to measure the Subtle Product Placement dimension
Table 4.19 Reliability Statistics of Attitude
The high value of Cronbach’s alpha (0.957) is the evidence of internal consistency of this measurement set The factor items included in this dimension have close relation with one another
Table 4.20 Item-Total Statistics of Attitude
Scale Mean if Item Deleted
Cronbach's Alpha if Item Deleted
Since no items deleted can increase the current value of Cronbach’s alpha, it can be stated that the current scale is well designed, and the factor items are enough representative to measure the attitude of audiences.
FACTOR ANALYSIS
After finishing the reliability test for the scale measurement, we conduct the factor analysis to test the validity of the scale The process will apply KMO( Kaiser-Meyer-Olkin) and Bartlett’s Tests of Sphericity to assess the adequacy of data for factor analysis
KMO>= 0.90: very good; KMO >= 0.80: good; KMO >= 0.70: acceptable; KMO > 0.60: so-so; KMO >=0.50: bad; KMO