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Product Placement
- 2. Product placement isa 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
- 3. • When thefeatured 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
- 4. • Lumiere Brothers • Early examples • Most popular products • Increasing product placement & TiVo
- 5. 1. Exposure & frequency 2. Support of other media 3. Source association 4. Low CPM 5. Recall 6. Bypassing regulations 7. Acceptance 8. Targeting
- 6. 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
- 7. • Controls notas strict as television commercials • Companies engaging in product placement must be stated in end credits • Cigarettes and alcohol
- 8. • Stealth advertisinga.k.a. “undercover marketing” • Examples: – Sony Camera – Türi Vodka
- 9. • When filmmakers createfalse 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
- 10. • To createa 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
- 11. Movies Television Books Video Games Songs
- 12. Can you recallsome 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
- 13. “Have you everwondered how an actor can hold the Coke can just the right way every time so that the logo is perfectly visible?”
- 14. Here are somemore recent movies that contain many product placements:
- 15. 1985 2004
- 16. Apple laptop computeron “24” Perhaps the producers of "24" did not find a phone company that wanted to sponsor this episode
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- 18. Here are justa 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
- 19. “Crazy Taxi” KFC “CrazyTaxi” Pizza Hut
- 20. Product Placement inMusic Videos “Take Me Out to the Ball Game” “…buy me some peanuts and Cracker Jack”
- 21. • 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.
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