AUDIENCE ATTITUDE TOWARDS DARLING HAIR PRODUCTS PLACEMENT

ABSTRACT

This study examines the attitude of audience towards embedded brand entertainment with a look at Darling hair product. Product placement is an increasing strategy of marketing that has accelerated over the years in the promotion of brands and boosting of sales. Sponsors have taken to engaging viewers of reality shows in order to promote product awareness and invoke purchase intentions. In the course of viewing, audience react in different ways to such embedded branding that in turn, form their behaviours towards brands. It leaves companies a challenge when audience attitude is not favourable towards them as it could affect purchase decisions. For this reason, the study evaluates the awareness level of audience, explores the mechanisms used by Darling hair product to appeal to these audience and as well, ascertains their perceptions and attitudes towards the product. The survey research method was used to gather data for the study. The findings suggest that awareness of the product placement on 2021 Big Brother Naija reality show promoted brand recall. Findings also reveal that several appeals applied in the show were subject to what suited the audience. The audience found that they had positive attitudes towards the placement and were satisfied with it. The researcher therefore concludes that audience are indulged to make purchase decisions by brands whose placements alter their experiences. Since a lot of efforts and money are on stake for placement, it should be well-maximized for utmost objectives. The study recommends that product placement should not be suggestive but that careful considerations be given to social psychology and researches to understand and anticipate audience needs in order to strategize effectively with the research results.