The Effect of Covert Advertising on Brand Patronage

Vol. 5 No. 4

Year : 2011

Issue : Mar-May

Title  : The Effect of Covert Advertising on Brand Patronage 

Author Name  : Nelson Okorie, Akhidenor Gloria 

Synopsis  : 

The use of covert advertising in film production is an emerging brand communication strategy in the Nigerian society. In this advertising strategy, it integrates an advertiser's product into movies and TV shows on-screen visibility; it involves the inclusion of a product, brand name or the name of a firm in a movie for increasing awareness of the brand and instant recognition at the point of purchase. This paper examines the effect of covert advertising on brand purchase, using the movie ‘Letter to a stranger’. The study also examined if the products advertised were noticed; their level of awareness as well as if the placements contributed to the patronage of the product towards the advertised products. The paper suggests that Nigerian movie producers and advertisers should work together to create more placements in Nollywood movies, but these placements should be creatively done so as to be able to recapture the hearts of many Nigerians.