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Product Placement

Product Placement






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    Product Placement Product Placement Presentation Transcript

    • Product placement is a form of advertising and promotion in which products are placed in television shows and or movies to gain exposure. A Coca Cola product placement on the space shuttle is a form of space advertising
    • •  When the featured product is not part of an economic exchange, it is called a product plug •  It is not always the product that is placed in the media, you can also find advertisements for the products placed in the media
    • •  Lumiere Brothers •  Early examples •  Most popular products •  Increasing product placement & TiVo
    • 1.  Exposure & frequency 2.  Support of other media 3.  Source association 4.  Low CPM 5.  Recall 6.  Bypassing regulations 7.  Acceptance 8.  Targeting
    • 1.  High absolute cost 5.  Public reaction 2.  Time of exposure 6.  Competition 3.  Limited approach 7.  Negative 4.  Lack of control placements 8.  Clutter
    • •  Controls not as strict as television commercials •  Companies engaging in product placement must be stated in end credits •  Cigarettes and alcohol
    • •  Stealth advertising a.k.a. “undercover marketing” •  Examples: –  Sony Camera –  Türi Vodka
    • • When filmmakers create false products that frequently appear in the movies they make • Also common in comic books, television, and “reality- based” video games Pixar Animation pizza place “GTA” video game series Quentin Tarantino films
    • •  To create a fictional brand in a fictional environment and then release it into the real world “Vote for Pedro” t-shirts from “Forrest Gump’s” fictional brand now Napoleon Dynamite a restaurant chain
    • Movies Television Books Video Games Songs
    • Can you recall some of these famous product placements? •  Risky Business – Ray-Ban sunglasses •  Back to the Future – Pepsi products, the DeLorean •  Demolition Man – Taco Bell •  You’ve Got Mail – AOL, Apple, IBM and Starbucks •  Austin Powers – Pepsi and Starbucks •  Cast Away – FedEx and Wilson •  Men In Black II – Ray-Ban sunglasses, Mercedes Benz, Sprint, Burger King
    • “Have you ever wondered how an actor can hold the Coke can just the right way every time so that the logo is perfectly visible?”
    • Here are some more recent movies that contain many product placements:
    • 1985 2004
    • Apple laptop computer on “24” Perhaps the producers of "24" did not find a phone company that wanted to sponsor this episode
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    • Here are just a few examples of what you can find in your local library or bookstore: Skittles Riddles Math The Cheerios Counting Book The Hershey’s Kisses Addition Book The M&M’s Brand Counting Book The Crayon Counting Book Reese’s Pieces: Count By Fives
    • “Crazy Taxi” KFC “Crazy Taxi” Pizza Hut
    • Product Placement in Music Videos “Take Me Out to the Ball Game” “…buy me some peanuts and Cracker Jack”
    • •  Product placement has become big business. The amount of money spent on product placement increased from $190 million in 1974 to $3.458 billion in 2004.5 From 1999 to 2004, the overall product placement market grew at a compound annual rate of 16.3%. Product placement spending in 2005 is expected to increase 22.7%, to a total of $4.24 billion. •  M&M/Mars was first asked to place their M&M’s product in the movie, E.T., but turned it down. Reese’s Pieces then made the debut and their sales increased 65% due to the exposure.
    • http://www.youtube.com/watch?v=bLeXUC8pSdk http://www.youtube.com/watch?v=nQbVD5hlddk http://www.youtube.com/watch?v=wo2nEMjchq8 http://www.youtube.com/watch?v=Fb12uXbH5mo http://advertising.about.com/od/promotions/a/prodplacegames.htm http://www.jsonline.com/story/index.aspx?id=305598 http://en.wikipedia.org/wiki/Product_placement http://money.howstuffworks.com/product-placement.htm http://www.marketingpower.com/content19350.php Advertising & Promotion Textbook
    • The End