Product Placement
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Product Placement

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A Power Point from my lecture of Product Placement at the Conference of culture and identity; Kalmar 2009. ...

A Power Point from my lecture of Product Placement at the Conference of culture and identity; Kalmar 2009.

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Product Placement Product Placement Presentation Transcript

    • WHAT IS PRODUCT PLACEMENT?
    • HISTORICAL BACKGROUND
    • HOW E.T. CHANGED EVERYTHING..
    • SEINFELD – THE JUNIOR MINT
    • FRIENDS & OTHER TV-SHOWS
    • THE REBIRTH OF JAMES BOND
    • UNETHICAL PRODUCT PLACEMENT
    • CONCLUSION
    PRODUCT PLACEMENT
  • WHAT IS PRODUCT PLACEMENT?
    • EXCHANGE OF SERVICE
    • HIDDEN CORPORATE MESSAGE
    • DIFFERENT KIND OF PRODUCT PLACEMENT
    • TIVO KILLED THE ADS?
  • HISTORICAL BACKGROUND
    • THE SILENT ERA
    • THE 50´S A INNOCENT TIME?
    View slide
  • HOW E.T. CHANGED EVERYTHING..
    • THE SPIELBERG ALIEN – A POP CULTURAL ICON IN THE 80´S
    • M & M REFUSED TO PARTICIPATE
    • REESE´S PIECES LEAPED 65 % AFTER THE PREMIERE
    • NEW STANDARD FOR CORPORATE INVOLVEMENT IN FILMS
    $ View slide
  • SEINFELD – A SHOW OF NOTHING CHANGED EVERYTHING
    • POPULAR 90´S SITCOM
    • PRODUCTS A RECURRING THEME
    • A SHOW ABOUT NOTHING
    • 1993 - THE FIRST EPISODE DEVOTED TO A SINGLE BRAND
  •  
  • SEINFELD – A SHOW OF NOTHING CHANGED EVERYTHING
    • PLACEMENT ALLOWED JOKE ON THE BRAND
    • CHANGED ATTITUDE TO PRODUCT PLACEMENT IN TV
  •  
  • FRIENDS
    • GLOBAL SUCCESS AIMED TO A YOUNG AUDIENCE
    • PRODUCT PLACEMENT IN THE PLOT
    • RALPH LAUREN
    • VIRTUAL PRODUCT PLACEMENT
  • 24
    • ABOUT A COUNTER TERRORIST UNIT -CTU
    • -REFLECTS THE REAL PARANOIA FOR TERRORISM
    • PRODUCT PLACEMENT FOR CELL PHONES
    • JUSTIFIED THE USE OF TORTURE IN IRAQ & AFGHANISTAN
    • FOR AMERICAN SOLDIERS
  • THE REBIRTH OF JAMES BOND
    • BOND MOVIES ALWAYS SHOWED NEW PRODUCTS
    • MALE FANTASY
    • OUTDATED AFTER THE COLD WAR AS WELL AS BONDS VALUES
    • FRANCHISE UPDATED IN THE MID 90´S
    • TIME TO SELL GADGETS..
  •  
  • ” GOLDENEYE” 1995
    • A NEW LEVEL OF PROMOTION
    • $3 MILLION TO SWITCH FROM ASTON MARTIN TO BMW Z3
    • FROM ROLEX OMEGA WATCHES
  •  
  • ” TOMORROW NEVER DIES” 1997
    • CRITICIZED FOR TO MUCH COMMERCIAL, $160 MILLION FROM SPONSORS
    • ERICSSON ADMIT FAULTS BUT CONTINUE TO SUPPORT 007
  • ” DIE ANOTHER DAY” 2002
    • NEW RECORD FOR PRODUCT PLACEMENT
    • $35 MILLION TO RETURN BOND TO ASTON MARTIN
  •  
  • ” CASINO ROYALE” 2006
    • HUGE ANTICIPATION FOR THE FIRST IAN FLEMING NOVEL
    • THE TREND OF TEXAS´HOLDEM POKER
    • FEWER BRANDS, MORE INVOLVEMENT
    • NO FANTASY GADGETS
  •  
  • ” QUANTUM OF SOLACE" 2008
    • FORD KA, SONY ERICSSON C902 CYBER-SHOT PHONE,
    • OCEAN SKY,
    • JAMES BOND THE HARDEST SPONSORED ACTION HERO
  •  
  • UNETHICAL PRODUCT PLACEMENT
    • WHAT´S UNETHICAL PRODUCT PLACEMENT?
    • PRODUCT PLACEMENT FOR 44 MAGNUM, A HUGE SUCCESS
    • THE COMMERCIAL EFFECT OF 007´S NEW GUN WALTER P-99
    • GLOCK PROMOTION IN U.S. MARSHALS 1998
  • CONCLUSION
    • GOOD AND BAD PRODUCT PLACEMENT?
    • MOVIES MORE EXPENSIVE TO SHOOT THESE DAYS
    • IDENTITY PLACEMENT
    • WHAT SHOULD BE ALLOWED?