(S)mar(T)keting Se01 Ep03
1. Placement and Price
2. Best practices and a project to promote self
Metrics for smarter decision-making
What are our objectives and the vision we are pursuing?
How will we get there and what are the current problems and opportunities?
Are we doing things right: what do we get for the resources we invest?
Are we doing the right things: what results or impacts do we wish to influence?
What is the bigger picture: which priority areas are related to each other?
Placement and Price
● Framework analysis
● Collective storytelling
Product placement (1)
Product placement, or embedded marketing, is according to the European
Union "any form of audiovisual commercial communication consisting of the
inclusion of or reference to a product, a service or the trade mark thereof so
that it is featured within a programme". Product placement stands out as a
marketing strategy because it is imperative to attach the utmost importance
to "the context and environment within which the product is displayed or
Product Placement (2)
"Product placement is intentional and
compensated inclusion of a product or
a service (product, package, logo,
trademark, verbal mentioning or an
advertisement of a product) in an
entertainment production." (Vollmers
in Immonen 1998, 13)
Brand placement as the correct term to
indicate the placement of brand
products in the mentioned contexts.
James A. Karhh argues that "in most
cases a certain trademark is used
instead of a product group" (Karhh in
Immonen 1998, 14).
This argument basically means that product
placement actually is a form of
sponsorship where media visibility is
achieved only through brand names
without the actual product.
Integrated marketing strategy
MC emerged into an environment where marketing communication practices were radically
changing. These changes included e.g.
1) reduced faith in mass media advertising (media clutter, rising costs, and negative consumer
2) fragmentation and demassification of target audiences,
3) increased sophistication, perceptiveness, and interest of consumers,
4) increased reliance on highly targeted communication methods,
5) greater demands imposed on marketing communications suppliers,
6) shift in a balance of power from manufacturers to retailers,
7) technological advancements,
8) globalisation of markets, and,
9) increased efforts to assess communications’ return on investment.
(Shimp 1997, 15; Hackley & Kitchen 1998, 1; Kitchen 1996, 7; Erdogan & Kitchen 1998, 369;
Tedlow in Cornelissen 2000, 8; Schultz & Kitchen 1997, 13, 18; Eagle & Kitchen 2000, 675;
Stewart 1996, 147; Hutton 1996, 155; Englis & Solomon 1996, 189; Pickton & Broderick 2001,
Greimas semiotic square
The semiotic square, also known as the
Greimas square, is a tool used in the
structural analysis of the relationships
between semiotic signs. [...] Greimas
considered the semiotic square to be the
elementary structure of meaning.
Toolkit: Twitter Epic hijacking
The hashtag is the tool of choice for
communication on Twitter, and it's a
prominent feature on social media
sites such as Google+, Pinterest,
Tumblr and, most recently, Facebook.
It helps create conversations, aids in
the spread of news and promotes
events or products.
But sometimes, when a hashtag is
trending or a company promotes it, it
isn't used for the original tweeter's
intended purpose. This process is
known as hashtag hijacking — or
hashjacking — and it's common
practice on Twitter.