Product Placement Across Digital Media: The Impact of Prominence, Modality, and Plot Connection toward Brand Recall on Korean Drama ‘Business Proposal’

This study aims to examine the effect of Prominence, Modality, and Plot Connection on Brand Recall on Korean drama Business Proposal. This study was measured by descriptive quantitative methods by distributing questionnaires. Multiple linear regression using SPSS was used to examine 111 valid responses from 15-25-year-old Jakarta residents who have watched at least an episode of Business Proposal. The results of this research are that Prominence partially has no significant impact, while Modality and Plot Connection partially have significant impact toward Brand Recall. However, they have a significant impact on Brand Recall simultaneously. This research contributes to the study of brand recall in relation to product placement on movies and provides insights for product advertisers in movies.