From 121 respondents, this study tries to forecast the viewers’ attitude toward product placement. The logic behind choosing the Indian tv program for comparison is that Bangladeshi viewers are habituated with the Indian program. The second one is devolving and analyzing questionnaires to determine the Bangladeshi viewers’ scenario about embedded marketing. The first one is a comparative analysis of several product placements between Bangladeshi and the Indian media program. The study has been conducted in two aspects to investigate the consumer attitude towards product placement. Media and marketing relate inextricably with each other. In Bangladesh, people are less conscious about their local products as well as their media programs. Embedded marketing or Product placement helps both viewers and marketers to build a bridge for communication. People are fascinated by an innovative way of product representation, a tough and challenging task for marketers.
Consumers’ purchase decisions relate to how they know the brand name, and traditional marketing activities failed several times to hit the customer’s black box. Here product placement indicates a paid form of non-traditional advertisement where products or brand names are intentionally present along with the programs. The aim of this study is to investigate Bangladeshi viewers’ attitudes towards product placement activities.
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