EFFECTS OF PRODUCT PLACEMENT SPONSORSHIPS DURING CRICKET MATCHES ON THE PURCHASE INTENTION OF TELEVISION VIEWERS

  • Rabia Tasneem Department of Mass Communication Lahore College for Women University, Lahore
  • Muhammad Bilal Nawaz Department of Mass Communication Lahore College for Women University, Lahore
  • Muhammad Bilal Bhatti Department of Mass Communication, Mirpur University of Science & Technology (MUST), Mirpur, Azad Jammu and Kashmir, Pakistan.
Keywords: Product Placement, Pakistan Super League, Sports Marketing, Sponsorship, Advertising, Cricket, Branding

Abstract

Product placement is innovative, new, and current method of advertising and sales promotion in which marketers market their products into sporting events and entertainment shows. Product placement when associate with a reputable athlete or placed strategically on the playing field, has assisted many companies in gaining the much-needed exposure for their product content. Direct brand placement during live games or commercial breaks has replaced the principle of putting ten- or thirty-second commercials as a method of product placement over time. Corporate sponsorship and advertising has created new opportunities for Pakistan's sports administration. The Pakistan Super League (PSL), a thrilling sporting event filled with charm, glitz, and entertainment value, was introduced by the Pakistan Cricket Board (PCB) in 2016. The PSL has become a very effective platform for branding and advertising for numerous brands. The cricket tournaments has become a mass sports property for major multinational firms. This study's primary goal is to determine how effective brand placement is as a marketing strategy to understand the type and extent of incorporating brand placement in sporting events like Pakistan Super League to look into the viability of using it as a marketing tool from the advertisers' perspective.

 

 

Published
2023-09-29
Issue
Vol. 6 No. 2 (2023): July - September
Section
Articles

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