Wenzao Ursuline University of
What is Product Placement?
• 1. a practice in which manufacturers of
goods or providers of a service gain
exposure for their products by paying for
them to be featured in films and television
"product placement is common practice in
• An advertising technique used by
companies to subtly promote their
products through a non-traditional
advertising technique, usually through
appearances in film, television, or other
• Also known as embedded marketing or
advertising, it has been around for
decades, but marketers have become
much more sophisticated in the way they
• Filmdrunk short movie
A Brief History of Conspicuous
Product Placement in Movies
At what cost?
• A recent example of quite costly product
placement was the use of the new Ford
Mondeo in the James Bond movie Casino
Royale. It is reported that Ford paid $14M
to have James Bond drive the Mondeo. It
was on screen for around 3 minutes,
which equates to $78,000 per second!
That's more than the average US family
makes in 1 year.
• Product placed in this scene?
Guess the name of the film?
• The name's Bond, the watch is Omega.
Pierce Brosnan and some flagrant brand
brandishing Photograph: Omega
The appearance of FedEx branding in the 2000 drama "Castaway"
starring Tom Hanks is technically not a product placement since the
courier company didn't not pay for the screen time. After the film's
release FedEx saw a significant increase in brand awareness in Asia
and Europe where brand recognition was low.
• "Toy Story's" inclusion of an Etch-A-Sketch boosted
sales by an amazing 4,500%. Mr. Potato Head sales
saw an 800% increase.
Mission Impossible/ Apple
• When the company was
struggling in 1996, Jon
Holtzman, Apple's marketing
manager, made a
major deal in which the PowerM
Mission: Impossible film.
• Although Apple didn't pay
for the placement, the film
and tech company made an
arrangement: In exchange
for PowerMac's prominent
would strongly promote the
Watch the Ad here:
movie in its ads.
• You’ve got Mail!
• The Thomas Crown Affair
• Choose a local film or TV drama
• Identify at least 5 product placements in
• You can use Word or Powerpoint Or even
Paint) to save your screenshots. Make
sure to identify the product in the pictures.
And don’t forget to add the name of the
film or drama.
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