PENGARUH PRODUCT PLACEMENT VOLVO DI DALAM FILM TWILIGHT SAGA: BREAKING DAWN PART 1 & PART 2 TERHADAP BRAND RECALL
Abstract: Movie scenes have
become attractive means for many industries to present their products without
enforced impression. Through careful designed product placement strategy,
Twilight movie became the perfect promotional media for Volvo in promoting
their products. Volvo is one of the premium automotive brands under the
auspices of Indomobil. This well-known brand always put and positions their
product merely for the target premium. Product placement is an example of a
hybrid message or an attempt to influence audience at an affordable cost. Some
benefits in advertising through product placement are a lot of audiences see
the products so that the brand awareness and the products’ credibility would
significantly increase. In conclusion, consumer’s behavior in recognizing and
remembering a product might be affected by their vision, hearing, and
admiration.
Kata kunci: Product Placement, Volvo, Twilight Saga, Breaking Dawn,
Brand Recall
Penulis: Ghygha Yunus Widya
Prasetya
Kode Jurnal: jpmanajemendd131208
