ETHICAL IMPLICATIONS…. IN DHOOM 2, ACTOR HRITHIK ROSHAN USES HAYABUSA BIKES TO OUTSMART THE POLICE BY DRIVING AMONG CARS CREATING WRONG IMPRESSION. WRONGFULLY INDUCES VIEWERS TO PURCHASE HAVING ZERO OR LESS VALUE FOR HIM. MISLEADING ADVERTISEMENTS LIKE COTTON COUNTY, LEVI’S GARMENTS OFFERING HUGE DISCOUNTS AND CHARGING HIGH PRICE SIMULTANEOSLY.
DEFINATION When you are watching a movie and the main character pours a bowl of "cheerios" or you see a bottle of "Tide" laundry soup in the background. Or when someone in a movie mentions something like "Myspace" or "Youtube". That is product placement.
FEATURES…. Product placement is an advertising technique in which companies pay a fee or provide services in exchange for a prominent display of their products. Product placement appears in plays, film, television series, music videos, video-games and books. Product placement occurs with the inclusion of a brand's logo, or a favorable mention or appearance of a product. The most common form of product placement is movie and television placements and more recently video games.
CURRENT TRENDS IN PRODUCT PLACEMENT…. The net worth of the overall product placement market in 2004 was $3,460 million as compared to $2,400 million in 2003 ie an increase of 30.5 %. This is as per a study published by PQ Media. • Product placement market – compound annual growth rate of 16.3% from 1999-2004. • The value of television product placements increased to $1,870 million in 2004.( increase of 46.4 %). It grew at an annual compound rate of 21.5% from 1999-2004.
CURRENT TRENDS…… In films the value of product placements rose to $1,260 million in 2004, (increase of 14.6%) Product placement grew at a compound annual rate of 11.4% in the 1999-2004 period. Product placement spending in other media increased to $325.8 million in 2004,( increase of 19.9%) and grew at a compound annual rate of 11.7% from 1999-2004.
EXAMPLES OF PRODUCT PLACEMENTS… BRANDS LIKE ICICI, FORD IKON, ARCHIES CARD, TIDE AND TATA TEA APPEARED IN THE FILM BAGHBAN
EXAMPLES OF PRODUCT PLACEMENTS MISSION IMPOSSIBLE – Lamborghini