A Study of The Art of Advertising in Film: How The “Hyundai Ioniq 5” Use It

Abstract

This research aims to investigate the impact of product placement on brand awareness, the influence of product placement on brand image, and the relationship between brand awareness and brand image. The study employs an associative hypothesis approach with a quantitative research method to elucidate the effects and relationships among two or more variables. The population comprises residents of Kota Kupang aged ≥ 18 who have watched the film Spider-Man: No Way Home. The research sample consists of 107 respondents selected through purposive sampling, a non
probability sampling technique. Data collection is accomplished through the distribution of questionnaires via Google Forms. Data analysis is performed using 
SmartPLs 4.1.0.0 software. Hypothesis testing is conducted using significance level evaluation through t-table values and p-values. The results indicate that product placement positively influences brand awareness and brand image. Effective product placement enhances brand awareness and fosters a more positive image of Hyundai Ioniq 5. Furthermore, brand awareness demonstrates a positive relationship with brand image. Audience awareness of Hyundai Ioniq 5's presence in the film Spider Man: No Way Home forms a favorable perspective towards Hyundai Ioniq 5. The research provides insights into the impact of product placement on brand awareness and brand image, as well as the relationship between these variables, particularly in the context of the film Spider-Man: No Way Home. The findings offer practical implications for marketers and advertisers regarding the effectiveness of product placement in enhancing brand awareness and shaping brand image. By examining the effects of product placement on brand awareness and image, particularly in relation to the movie Spider-Man: No Way Home, this study adds to the existing body of research.