Management Theory and Studies for Rural Business and Infrastructure Development, Volume 35, Number 2

The assessment of product placement in Lithuanian feature movies used by Lithuanian food producers

Sigita Jurgilaitė, Lina Pilelienė

Abstract

This paper analyzes Lithuanian food industry producers’ practical use of product placement in Lithuanian feature films. Lots of experiments made foreign authors have proved the effectiveness of product placement in movies and its ability to promote product sales; therefore, it becomes important to examine product placement practical usage in our country’s movies. The usage of product placement by Lithuanian companies that produce food products has been chosen for the research. The aim of the article was: after disclosing product placement used by Lithuanian food producers in Lithuanian movies, provide guidelines for the usage of this marketing tool. Achieving the aim, theoretical analysis of scientific literature was provided to substantiate the effectiveness of product placement in movies. The evaluation of Lithuanian food producers’ practical use of product placement in our country’s feature movies lead to determination of extent of the usage of this promotional tool; the main food categories which use product placement in movies were determined.

JEL codes: L660, M310, M370, M390.

Keyword(s): food products, Lithuanian feature movies, product placement, sales promotion


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Management Theory and Studies for Rural Business and Infrastructure Development eISSN 2345-0355

This journal is published under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License. Responsible editor: Dr Audrius Gargasas.