(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
the products. It is the brand positioning as well. While the cost of advertisement each
time is not much as usual as television commercial. There is also the final list of
product that can emphasize on the brand of each product. The successful product
placement is mostly on soap opera which is the natural media to present picture and
sound. This has the influences on attracting the attention of consumers and makes
consumers to understand and recognize products well especially situation comedy or
sitcom comedy that is the presentation of real story and situation through the main
characters that can make audience amusement.
In Thailand situation comedy has started since 1991, and the popular one is
Sam Num Sam Mum which has already closed nowadays. After that, a lot of situation
comedy has been continuing; however, the most popular sitcom comedy is “Pen Tor”
which clearly has product placement. Moreover, “Pen Tor” is claimed to be a pioneer
of product placement, and it has broadcasted since October 2004 and is the number
one everybody knows well. Therefore, numerous owners of products and services are
interested in “Pen Tor”, and they want to advertise their products and services in a
form of product placement. For example, product placement appears on scenery such
as minimart, Tor’s condo and restaurant in every episode, and some characters use
and hold products. That many goods and services have chosen to use marketing
communication through the product placement in Pen Tor is the challenging for
communication to consumers. It surely has an effect on the achievement of the
advertisement of each good and service directly. It may or may not follow the
intention. Although it may not effect on purchasing behavior, the owners of goods and
services still expect that product placement would result in their brand recognition.
Therefore, researcher aims to study the brand recognition of the target which
is working people and university students of Pen Tor, and to examine how many
brands the audience can remember and recognize because there are a lot of goods and
services that appear in Pen Tor which can reflect the appropriateness of the use of the
challenges of this form of marketing communication of products and services that
how much they will achieve.
Research Objective
To study effects of product placement on brand recognition in sitcom drama
"Pen Tor"
Research Methodology
This is a quantitative research. Questionnaires were the tool to collect the data
from 600 samples who were the target of this sitcom drama. The samples have to
choose 38 brands of products and services and each one had three choices of the same
types but different brands and to consider which brands had displayed in sitcom
drama "Pen Tor".
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