PRODUCT PLACEMENT RECEPTION ON MUSIC CLIP VIDEOS

PRODUCT PLACEMENT RECEPTION ON MUSIC CLIP VIDEOS

BRANDING AND ADVERTISING

COMMUNICATION SCIENCE STUDY PROGRAM

FACULTY OF SOCIAL SCIENCE AND POLITICAL SCIENCE

AL AZHAR UNIVERSITY OF INDONESIA

JAKARTA

2020

PIG

PRELIMINARY

I.1. Background

Technological developments are now developing and rapidly, how not? nowadays technology is very modern Very quickly we can know all the conditions and information, but the rapid development of this technology makes the producers of goods and services compete to market their products using platforms or social media. Where advertising using platforms or social media greatly expands the market reach quickly because smartphone users tend to be more consumptive. In addition, smartphone users usually like to share information about the contest they are taking part in with their friends and relations, it is all because technology, which is increasingly developing.

With the advancement in technology, advertising is even more creative and diverse today to attract the attention of the public because it contains content that will introduce products from the brand to reach a wider audience. Speaking of advertisements on social media, now there are also so-called advertisements in music video clips where music video clips can be enjoyed via the internet, especially sites that provide video collections such as YouTube, DVD media and even music videos that we can also see on karaoke places. This means the opportunity for music video clips is greater than television shows.

Speaking of increasingly rapid technological advances, the development of the cosmetics industry in Indonesia is currently also very rapid. The total population of Indonesia, which is around 250 people, makes a lucrative market share for cosmetic companies. The cosmetics industry is not only segmenting the female market but also men, this is also happening between the competition in the care industry (skin care) and cosmetics are increasingly competitive. This is evident that there are many types of cosmetics industries circulating in Indonesia reaching 760 companies, as many as 95% of the national cosmetics industry comes from small and medium industries (SMEs) and large-scale industries have exported their products to countries in Asean, Africa, the Middle East .

At this time cosmetics are daily needs that are needed by the community, especially women who want to look beautiful and attractive. Besides cosmetics and women can not be separated have a very important role they need each other and complement each other in increasing one’s confidence, so it is not surprising that cosmetic products are now becoming increasingly needs from year to year. To be able to compete and satisfy consumers, a brand must have a unique selling point (USP) compared to competing brands and be able to meet consumer needs and be able to implement appropriate marketing strategies.

One strategy that has been proven successful and has been widely used by the marketing world is product placement. Non-conventional media is considered able to replace the effectiveness of advertising on television, because the placement of advertisements is not immediately realized by the audience. Product placement is a strategy undertaken by many advertising agencies / advertisers to display their products with the impression that the existence of these products seems to be a part of film stories, video clips, and television shows.

The product placement that will be discussed here is about the local cosmetic brand, PIXY, in Indonesia. Pixy is a cosmetic brand produced by PT Mandom Indonesia Tbk which is part of the Japan Mandom Corporation. All PIXY products are made with standard quality and the latest technology from Japan and are certified Halal by LPPOM MUI. This Pixy cosmetic product that is modern and reasonably priced is simple, modern and has the tagline “My Beauty, My Energy” that can be implemented that PIXY supports the beauty and persona of modern Asian women so that it can help bring out the positive energy they have. The potential of this domestic market includes an increase in the number of young population or millennial generation. Indonesia is one of the cosmetic markets that is large enough so that this business will be prospective and promising for the PIXY brand which is a local brand.

The type of marketing or advertising used in the discussion conducted by researchers is advertising through new media, namely YouTube. The advertisement carried out by the PIXY brand uses product placement on the Mawar de jongh video clip titled titled unfortunately via YouTube. According to wearesocial and Hootsuite surver 4.5 billion people use the internet this figure shows that internet users have reached more than 60 percent, then YouTube users 88% around 132 million people who watch YouTube in Indonesia. This shows that social media is now a service that is dominant enough to advertise the power of social media that we cannot avoid because the internet has a vision of connecting people with each other.

Based on data reported at the Top brand Award, the percentage of pixy powder sales in the market has gradually increased with the second Top Brand Award in 2019,2020 in 2019, the powder face of pixy reached 10.1% in the second position , exceeding far above its competitors. And in 2020 PIXY face powder reached an index of 10.8%.

Table 1. Top Brand Award for PIXY face powder in 2019 & 2020

(Source: Top Brand Award. Https://www.topbrand-award.com/top-brand-index/?tbi_find=pIXY).

Not only does PIXY’s face powder also has a variety of other products such as lipstick. Based on data reported at the Top brand Award, the percentage of PIXY Lipstick sales in the market has slowly declined in 2019, the pixy lipstick occupying the 4th position has a percentage index of 6.0% and in 2020 it decreased to 5.4%.

Table 1.2

Top Brand Award for PIXY lipstick in 2019 & 2020

(Source: Top Brand Award. Https://www.topbrand-award.com/top-brand-index/?tbi_find=pIXY).

Based on the research data above, of the 2 categories that have been mentioned, only one category has entered the Top Brand Award, therefore it is not easy to become a top brand, so this requires more efficient and active marketing communication so that it can reach a wider community about the brand image of PIXY through Product Placement of the music video is unfortunately on Youtube.

Table 1.3

Previous Research About Product Placement, Reception Studies

No Researcher’s Name Type of Discussion Title

1 Pranasidi Award Thesis Parahyangan Christian University (2018) The effect of product placement on Chrysler brand awareness on logan film viewers Aims to measure the magnitude of the influence of chrysler logo placement in logan films

2 Aisyah Fatin Thesis Muhammadiyah Surakarta University (2013) Analysis of reception of married female viewers of violence against women in the film Die Fremde (When we leave) Understanding the reception of a married person to the film Die Fremde (when we leave) about all forms of violence against women

3. Risa Tusnawati Dian Nuswantoro University Journal (2017)

Analysis of audience reception of the contents of the message on the u mild cigarette ad version “co

wo know when to boong “Aims to find out the audience’s perception of the contents of the message on the U Mild cigarette ad where this ad uses creative advertising

In the above studies it can be explained that a Chrysler logo on a brand that already has a name can also measure how much brand awareness in product placement in the film and can also be explained that the reception of a particular brand or product to change the positive image on a product in the eyes of consumers.

In this study, it uses a critical paradigm, which is one that understands a problem deeply. The reason the researchers chose the Mawar De Jongh video clip is “being affectionately” as the object of research because in the video clip there is a product placement of a cosmetic brand named PIXY which is a local brand native to Indonesia, researchers want to find out how the audience watched the video clip about product placement of PIXY products in the video clips of artists who are bleeding from crossbreed Indonesia and the Netherlands, even though pixy is an original Indonesian product.

I.2. Formulation of the problem

Based on the background and explanation above, then it arises

The questions the researcher will analyze are:

1. What is the audience’s reception on the product placement in the Mawar De Jongh video clip version of ‘Being-unfortunately’?

I.3. Research purposes

The aim of the writer of this study is to find out the audience reception on the product placement in the video clip of Mawar De Jongh’s version of “I’m really sorry”.

I.4. Research Significance

It is hoped that this research will receive several results

benefits as follows:

I.4.1 Academic Significance

For Higher Education this article is useful as a study and learning material, especially science in the field of advertising related to the use of product placement in a music video clip. In addition, it is hoped that it can enrich the study of communication science related to audience reception in marketing communication.

I.4.2 Social Significance

This research is expected to provide new insights to the public regarding the use of product placement in a music video clip in the advertising activities of its products.

I.5. Writing system

The writing system is structured to provide a general description of the research carried out, as follows:

CHAPTER I INTRODUCTION

In this chapter, we will explain how the problem arises from the background to the research method used in the research reception of placemetn products in music video clips (studies on the video clip audience of the rose version of Jong De Jongh are unfortunately. This chapter consists of background problems, problem formulation, research objectives, research significance both in academic significance and social significance.

CHAPTER II THINKING FRAMEWORK

In this chapter, we will describe some of the views on definitions, theoretical foundations used in research on the use of product placement in a music video clip, this chapter consists of definitions of variables and Theory used in this research is the theory used postcolonial theory = cultural imprealism.

CHAPTER III RESEARCH METHODOLOGY

This chapter discusses the research sundries: Research Paradigm, Research Approach, Research Strategy, Research Characteristics, Informant Selection Method, Data Collection Method, Data Analysis Method, Research Validity, and Research Limitations.

CHAPTER IV DESCRIPTION OF RESEARCH OBJECT

This chapter outlines the profile of the discussion discussed by researchers

in brief, Data about companies, programs, media, and discuss advertising

CHAPTER V DATA ANALYSIS AND INTERPRETATION / DISCUSSION

This chapter contains data analysis of the opinions of informants who

is a PIXY product consumer who has basic knowledge about

product placement in the music clip video.

CHAPTER VI CLOSING

This chapter, the last chapter that contains Conclusions and Suggestions from the Research conducted.

CHAPTER II

CONCEPTUAL REVIEW

II.1 Advertising

Advertising is one of the stages in the marketing of products, goods or services, both in the naming, packaging, pricing and distribution. Appear in advertising activities, advertising is very important without the average advertising of various products will not be able to flow quickly or smoothly to sellers especially in the hands of consumers.

Advertising has a different meaning from advertising, where advertising is a process, a one-way communication process that is impersonal that has the purpose of influencing people to buy products that will later be disseminated through social media, mass media or mass media and loading requires paying a time slot for radio, television or film or OOH and also through social media.

As for the definition of advertising is persuasive communication that uses mass media, interactive media and social media to reach audines extensively in order to connect clear sponsors with buyers or target audiences and provide information about products, goods, and services. Advertising itself is as a means of information for consumers in addition to knowing all types of products, goods or services but also to find out the consumption products they need either through print or electronic media, through advertising indirectly to increase consumer buying interest in buying products, goods and these services, and media advertisements that are urgently needed by businesses to market their products and to increase sales and attract consumers to buy products that are advertised or offered.

II.2 Purpose of Advertising

the main purpose of advertising is to inform the product to be offered, persuade consumers to buy, and remind consumers about the existence of a product to better attach the name or brand of certain products in the minds of consumers. There are 3 types of advertising goals:

1. Informing: Basically all advertisements are to inform the purpose of delivering a message about a new product, which is to make consumers aware of the existence of new brands, informing the characteristics, advantages of the product so that it facilitates the creation of a brand image the positive.
2. Persuading: Besides informing advertising information, it also indirectly persuades customers to try or use the advertised products and services, in this case persuasion is more important than the advertiser’s message, artistic audio, visual and audio visual. Effective advertising will certainly persuade consumers to consume or try a product, goods and services where the business owner tries to convince consumers that the brand offered is the right choice.
3. Reminding (reminding): with this goal to keep brand products in the mind or always remembered by consumers, this is usually done to brands that are old or well known so as an effort to remind consumers that their brands are still in the minds of consumers amid competition which is increasingly developing. and also aims to encourage consumers to re-buy goods or services.

The object of this research is the pixy beauty product placement located in the rose de jong video clip “unfortunately” which is where the type of advertising purpose is (persuading) to persuade viewers of the video clip indirectly to try or use beauty products local pixy brands in the scene

II.3 Types of Advertising

Following below are the types of advertisements based on their properties. By its nature, advertisements can be categorized into several types, namely:

1. Commercial Ads: Commercial advertisements are advertisements that sell products or services directly. Included in the types include:
2. consumer advertising

This advertisement has two items that are commonly bought by consumers, namely customer goods and durable goods and all goods advertised through social media with social layers.

1. Inter-business Advertising

advertisements offering non-consumer goods. The advertising target is the company. For example, raw materials such as factory machinery, components or computer equipment.

1. Trade advertisement

This advertisement provides information to distributors and retailers who aim to encourage consumers to own, promote and resell certain product brands to their consumers and customers.

1. Reseller Ad

advertisements conducted by retailers to sell merchandise.

1. Direct Response Advertising

A new type of advertisement that allows consumers to respond immediately when they see it. That is, between the advertiser and the consumer interaction occurs. For example, when there is a car ad. Consumers can request desired car qualifications, such as body, color, tires and accessories. This request can be submitted directly by post, telephone, fax or internet

Based on the type of advertising that is the object of this study, including the type of consumer advertising because in this ad sells consumer products that can be used daily by women in the product placement. And in the video indirectly selling products to consumers in the form of a consumer item in this ad explains that it is as if the rose is beautiful by using a local beauty product that is pixy.

II.4 Advertising Media

Advertising media can be divided into two lines of upper and lower line media, namely:

1. Above the line

By using this top-line media media that has advantages that can focus on consumers more specifically, so that efficiency and effectiveness can be achieved so that it is charged. Media which includes top-line media are newspapers, radio, banners, magazines, television, internet, posters, brochures and billboards. The purpose of using this media is to attract more consumers’ attention to existing products and services.

2. Below the line media

Whereas by using this bottom line media so that target consumers see, feel, touch and experience the goodness of your business product or service the reason is by using this bottom line media so that consumers can ask directly to the owner of the product or service whether the product or service benefits are the same as what advertised. The media included in this bottom line media are seminars, events, direct email, public relations and sales promotions.

According to Jack Z. Sissors and Roger B. Baron in his book entitled Advertising Media Planning there are 4 categories advertising media namely:

1. Traditional Mass Media

Mass media such as newspapers, magazines, radio and television are well suited to provide advertisements as well as news, entertainment and educational content to a wide audience or mass.

2. Non Traditional Media

Another more innovative way to send advertising messages to consumers is considered as non-traditional media. Non traditional advertising can include alternative media and outdoor media.

3. Online media is advertising that uses social media such as Facebook, communication media where there is direct interaction between sellers and potential consumers.
4. Specialized Media is a media that provides information with specific readers’ specific interests such as photography, money management or antic goods.

The advertisement that the researcher made the object in this study is a product placement ad in the video clip of the rose de jong “being unfortunately” via the internet or social media ads using a platform or from the explanation above is one type that uses top line media (above the line ).

II.5 Product Placement

As we have seen before, there are many types of ads in this world, one of which is Product Placement. Product. Placement is one type of advertising that makes me very interested, because of all types of ads, Product Placement when executed properly, can convey advertising messages implicitly or indirectly, but the receiver or audience can still digest the intent of the message. Product Placement itself, is a way to increase the promotion of a product or service by displaying the product with the impression that the existence of the product seems to be part of the story. In the research that I am going to do, PIXY cosmetic products are the ones who do Product Placement in the Mawar De Jongh video clip titled “Unfortunately” and review how the reception of the audience who watched the video clip about the product placement of PIXY products in the artist video clip which is crossbreed with Indonesian and Dutch hybrids, even though pixy is an authentic Indonesian product.

II.6. Postcolonial Theory

etymologically colonialism does not imply colonialism. But only a kind of area or village, has a negative connotation after an unbalanced interaction between newcomers and old residents. postcolonial as a collection of theoretical and critical strategies used to examine cultures such as literature, politics, and history of the countries of the former European colonies and the relations of these countries with the rest of the world. De Jongong, who is bleeding from Indonesian and Dutch mulatto, towards the placement of pixy products in the video clip of roses, which are original Indonesian pixy products.

II.7. Reception Theory

Reception theory is a theory that focuses on how audiences give meaning to the contents of media messages, audiences also have the freedom to interpret the meaning of the contents of the message delivered. This theory emphasizes the audience’s view of how they can produce different eating to the existing message and related to the title of my research how the audience response to the video clip rose to the placement of pixy products.

CHAPTER III

RESEARCH METHODOLOGY

III. 1. Research Paradigm

Paradigm is a perspective to understand Mi complexity in the real world. The paradigm shows them what is important and makes sense. He also shows what we have to do without the need to make lengthy existential considerations.

Research is a translation from English, that is research or there are also experts who translate research as research. Research itself comes from the word re which means back and to search which means to search. So it can be understood that research is a retrieval activity. Research basically aims to test the truth of previous research and as a discovery of new science or theory.

The paradigm used in this study is a critical paradigm, a critical paradigm that is looking at the observed reality. In this study, using a critical paradigm, which is an understanding of a problem in depth, researchers want to know how the opinions of the audience who watched the video clip regarding product placement PIXY products in the video clips of artists who bleed Indonesian mulatto and dutch where pixy products are native to Indonesia.

III. 2. Type of Research

This research is a qualitative study which explains that qualitative research intends to understand the phenomena about what is experienced by the subek research, for example, behavior, perception, motivation, actions and others. Qualitative research methods are used so that the data obtained will be more complete, deeper, credible and meaningful so that the objectives of this study can be achieved.

While the type of research used is a case study, which is this research in the form of intensive testing of a single entity that is equipped with sources and evidence of objects and subjects that are observed and is limited to space and time, then the case study research aims to get a deep description or knowledge regarding events that fit the context.

This study uses a case study design with the intention to find out cases about what is experienced by research subjects in this case the views or responses of video clip viewers to the placement of local products on Mawar De Jongh’s song entitled “being unfortunately” in the video which is a rose as a crossbreed girl.

III.3. Nature of Research

the nature of the research used in this research is descriptive research. Descriptive research is a research method aimed at describing the phenomena that exist today or in the past. This research is a research that seeks to describe a symptom or situation systematically so that the object of research becomes clearer.

III. 4. Unit of Analysis

The researcher will determine the unit of analysis as the object to be examined as the subject or target of the research target which is the analysis or focus of the study. The research unit is the audience of Mawar De Jongh’s video clip entitled “I am really sorry” and who knows that PIXY is a local product.

III. 5. Informant Selection Techniques

To determine the selection of informants in this study, researchers purposive sampling techniques. Purposive sampling technique is sampling data sources with certain considerations. For example, the example of the person who is considered to know the most about what we want or expect and maybe he is a ruler so that it will be easier for researchers to master the object or situation to be examined. In the purposive sampling technique, the respondents or informants who really know the problem are taken. based on the selected informant sampling technique, women and men aged 15-29 according to the target market and who understand PIXY products and viewers of the music video are “unfortunately” unfortunately on the YouTube channel domiciled in Jakarta.

III. 6. Data Analysis Techniques

Data analysis techniques used in this study were researchers using the stage of coding. Relevant data is coded, then grouped or categorized based on the analytical framework that has been made. this technique does not mean that qualitative research does not have guidelines about the procedures that must be undertaken with data analysis.

The coding steps are:

• The first step is called Open coding. at this stage the transcript is given information about the information that contains the informant along with the surrounding situation when the interview was conducted.
• The second step, Axial Coding. This stage has a table column that contains categories, code numbers and transcript results.
• after axial coding there is the final stage, selective coding. data that provides a more mature picture of the observations and makes it easier for researchers to find them whenever needed.

III.7. Research weaknesses

This research has weaknesses due to limitations in conducting research, some of its weaknesses:

• this research is very limited, due to the covid pandemic – 19. which is very dangerous and also has to fulfill a permit so that the time and place to conduct research is very difficult to carry out and cannot be immediately dropped off.
• Researchers only examined one advertisement for the Rose de jongh video clip product placement.

CHAPTER IV

DESCRIPTION OF RESEARCH OBJECT

Object of research

in this research, the object of the research is the placement of PIXY product placement in the Mawar De Jongh video clip “being affectionately”.

At the beginning of the video clip scene “Mawar” unfortunately I started with the writing or logo of PIXY cosmetic products.

Then came the PIXY type of cosmetic powder product that the rose was holding in the video clip.

In the next scene there is a BB cream PIXY cosmetic product that is taken as an angle in front of a photo of a rose and her parents.

Then in this scene Mawar De Jong was using a LIXINT type PIXY cosmetic product called “pixy get inked”.

In this scene Mawar carries a liptint pixy get inked into her bag.

source: https://youtu.be/PlwqnE5eYX0

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Ministry of Industry. the ministry is optimistic that the cosmetics industry’s growth will reach 9 percent. https://kemenperin.go.id/artikel/20557/Kemenperin-Optimistis-Pertambat-Industri-Kosmetik-T touching-9-Persen. Accessed on Wednesday, April 15, 2020, at 19.50 WIB.

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