BRAND IMAGE COMMUNICATION MODEL BY USING PRODUCT PLACEMENT ADVERTISING IN Y SERIES

Abstract

This research aims to study 1) Examine the process of brand image communication planning through product placement in BL (Boys' Love) series. 2) Propose a brand image communication model through product placement in BL series. This research is Qualitative research using in-depth interviews with 12 key informants [D1] using purposive sampling. The informants were producers, directors, and representatives from companies that directly owned products related to the three BL series: "Two Moons the Series", "Ai Long Nhai", and "Kinn Porsche the Series La Forte." The study also involved analyzing the three BL series videos. The result of the study was followed by objective of the brand image communication planning process through product placement in BL series resembles the process of selling regular advertisements. The advertising goals are to create brand and product awareness, increase liking and recall upon repeated exposure, stimulate repeat purchases, and communicate brand image, including being unique, modern, high quality, and reliable. The planning process consists of five steps: 1) Providing product information 2) The BL series producer's process 3) The client or advertising agency's process 4) Broadcasting 5) Summarizing results Six types of brand image communication through product placement in BL series were identified: Product placement, Product movement in scenes, VTR sponsor, Sign and Script integration.