The document discusses product placement in films from the perspective of building brand image and the profitable returns for brands. It covers three main topics: branding, entertainment marketing, and consumer behavior. Product placement refers to integrating brands into cultural vehicles like films and can increase brand awareness and recall of the products among audiences. While it provides funding for film productions, some view it as a form of subliminal advertising that can influence consumers' purchasing decisions.

2. “The importance of product placement in films in
terms of building a brand image and the profitable
return of the entertainment marketing from the
perspective of brands”
 Will Smith was driving
an Audi in “I, Robot”
 Jennifer Lopez was
drinking Carlsberg in
“the Wedding
Planner”

3. Reason
to affect millions of people all around the world
* their shopping and consuming behaviours
* incredible budgets of films
* images of brands and images of film
characters
* sense of reality
To understand the effects of the product/ brand
placement in media on consumer choice.

4. The bibliographical reference for some of
the key texts and sources
* Books and articles about branding, marketing, new
marketing, websites and blogs.
* Films as references since they involve brands in
them.
* Companies which associate the connection
between brands and film production companies.
People working in those companies’ branches and
their interviews.
+ Case Study

5. The perspective: Branded
Entertainment
 the initial question of  3 different big issues
“how product inside:
placement in * branding
media, particularly in * entertainment
films, can affect marketing
consumers” * consumer behaviour

6. Branding
brand is a  Strategic
"name, term, sign, symbol, or  Programmatic
design, or a combination of  Totalizing
them, intended to identify the
 Long term
goods and services of one
perspective
seller or group of sellers and
to differentiate them from  Conceptual
those of competition." (AMA)  Material
 Performative
a complex “new media
object”

7. Entertainment Marketing
Entertainment marketing is the association
between a product/brand and virtually any
entertainment medium.
* how entertainment marketing works?
* how the products, brands and mediums are
chosen?
* what are the results of that association between
brands and film production companies in a branding
perspective?

8. Consumer Behaviour
 “the process and activities people engage in when
searching
for, selecting, purchasing, using, evaluating, and
disposing of products and services so as to satisfy their
needs and desires”.
* ability to know people
* interactions among people’s thinking, feelings, and
actions, and the environment.
* exchanges between human beings
(Chaudhuri) 3 classic influences on behaviour:
 Particular characteristics of the individual
 The environment that surrounds the individual
 The inherited genetics

9. Consumer Behaviour’s Role
in Marketing Strategy
A marketing strategy is the design, implementation,
and control of a plan to influence exchanges to
achieve organizational objectives.
* Perception
* Learning
Emotion &
* Motivation
Reason
* Personality
* Attitude

10. What is Product Placement?
 Product placement describes location or the
integration of a product/ brand into cultural vehicles
as films, televised series, video games, songs and
novels.
 Types of product placement: visual, audible or even
both to maximise the impact.

11. History of Product Placement
 Product placement in the
cinema is an old and
simple technique.
 In E.T. (Kennedy &
Spielberg, 1982) the alien
followed a trail of Hershey's
Reese's Pieces to his new
home. Sales of Reese's
Pieces increased by 66%
in 3 months following the
film’s release, and to some
the product placement
industry was born.

12. Categories of Product Placement
• Classic Placement: Since the technique was first originated. More tactical than
strategic, it is a matter of making a product or brand appear in the camera’s
view, during filming.
• Corporate (Institutional) Placement: Prioritizes the brand over the product. If the
audience does not know the brand before seeing the film, it may be absorbed and
never noticed. it is often easier to insert a brand name or logo into a shot than a
particular product. more durable than a product. “Garfield” (2004) cited Ferrari and
Jaguar in the film, but no car by these brands is used.
• Evocative Placement: The brand does not appear, nor is it clearly onscreen.
distinctive to evoke its name and specificity in the mind of the target. It might not be
identified by an audience that is not familiar with the brand. “The Italian Job”
(2003), the group of thieves celebrate their success by drinking champagne. No brand
seen or mentioned on screen. However, several bottles are passed from hand to
hand. The champagne was Moet & Chandon, the Dom Perignon vintage.
• Stealth Placement: Highly discreet, almost undetectable. Often well integrated into
the scene. It avoids criticisms of commercial overtones. However, it can easily pass
completely unnoticed. In “Great Expectations” (1998) Gwyneth Paltrow is dressed by
Donna Karan.

13. For and Against Product Placement
 brand integration and conduction of successful brand
awareness campaigns.
 too many uncontrolled variables in the placement
model; too much instability in the environment; too
many uncertainties regarding audience reactions.
the intended
the seller buyer
the
intermediary (audience)
(the film
maker)

14. Research Objectives and Methodology
The lines between a theoretical and empirical work
in social sciences.
2 issues as research objectives:
* To establish respondents’ recall of product
placements in a film presentation, both unaided and
aided.
* To establish knowledge of and attitudes towards the
practice.
a) The identification and selection of respondents.
b)The choice of an appropriate stimulus to generate a
response.
c)The choice of technique(s).

15. Critical Issues
a) current university  The demographic profile
students and new of the respondents is
graduates = group of the following:
highly educated young * 4 females are 23 years
people who were born old,
and lived in Turkey. * 2 females are 22,
b) demographic and * 3 males are 22
psychographic
similarities help to * 1 male is 24.
generate my response. * All younger than 25
c) a focus group years old = an important
experience with some market segment
other mixed research * Of the 10
methods in it. respondents, 4 had
seen the film before.

16. James Bond – Die Another Day (2002)
 20th in the James Bond
series, and the fourth
and final film to star
Pierce Brosnan as
fictional MI6 agent
James Bond.
 40th anniversary
 It became the highest
grossing James Bond
film to that date. The
film earned 432 millions
of dollars in box office
and sat on the 46th rank
in all films

17. Marketing Strategy
 The audience was all around
the world; thus, that success
brought marketing success
with itself.
 Mattel is granted the license
to sell a line of Barbie dolls
based around the franchise.
Mattel announced that the
Bond Barbies will be at her
"stylish best".
 Madonna has performed a
song for the film. Madonna’s
Die Another Day is the
second most expensive
music video. (2010) The
production cost for this
music video is $6,100,000+.

19.  Even though “Die Another  Revlon collaborated
Day” has one of the biggest with the makers of Die
marketing campaigns in Another Day to create
memory, blatant product a cosmetics line based
placement here is minimal. round the character
 The Aston-Martin Vanquish Jinx. The limited edition
and Jaguar 007 Colour Collection
XK8, Bollinger, and a few was launched.
shots of well-placed  A global marketing
products such as campaign ads, in-store
Heineken, Sony, Brioni. and online promotion
and publicity, Revlon
said, aimed at
reinforcing the brand's
"Unforgettable Women"
positioning.

20. Questionnaire
 Section 1
 A) Age: B) Sex:
 Have you seen this film before?
 Could you write down in a few words
 What you most liked?
 What you least liked?
 A) Were there any particularly memorable scenes?
 If yes, what ones?
 A) Can you write down the names of any brands referred to in the film?
 Can you write down the names of any songs referred to in the film?
 If you could have any drink at this moment, what would it be?
 Is this your favourite drink?
 If not, what is?
 Can you write down the names of any products you saw in the film?
 Section 2
 Which of the following brands were referred to in the film? (Tick all you can
remember)
 Which of the following products were mentioned?

21.  Section 3
 Product placement is defined as the inclusion of consumer products or services in motion pictures
in return for cash fees or reciprocal promotional exposure for the film in the marketers existing
programmes.
 In recent years there has been an increase in media exposure to this practice. I would now like you
to indicate your opinion.
 Now you know what Product Placement is. What do you think of the practice?
 Have you noticed any examples of Product placement in any other films before today?
 If yes, what were the films and their related products?
 Can you mark on the scale your attitude towards product placement concerning the given criteria.
 Usual – Unusual
 Important to you – Unimportant to you
 Ethical – Unethical
 Obvious – Hidden
 Pleasing – Annoying
 Can you think of any benefits gained by having the practice of product Placement?
 If yes, what are they?
 If no, what are the problems of the practice?
 Should there be a disclosure statement before a film starts explaining what Product Placement
sponsors are featured in the film?
 Please give reasons for your answer.
 If there was no Product Placement, it would ultimately lead to an increase in ticket prices. Would
this be acceptable?
 If yes, how much extra would you be willing to pay to have such references excluded?
 Any further comments.

22. Analysis of Findings
 Those who liked the film mentioned its music, action
scenes and the characters.
 2 males mentioned the cars that the characters
drove.
 It can be said that it was more interesting to males in
terms of product placement.
 Males were more attracted to the scenes with action
like fighting and car driving-racing.
 All respondents correctly named Madonna and her
song “Die Another Day”.
 Those who didn’t like it mentioned its lack of
story, unreality and characters.

23.  Analysis of the positive responses:
* Those who felt product placement was necessary to
create or add realism.
* Those who saw it as creative advertising which could
reach audiences that might otherwise be difficult to
reach.
* Those who saw it as a source of funding for film
production.
 As for the negative responses these centred on the
possible subconscious effects which were regarded
as unethical.

24.  Only 2 respondents had an overall negative attitude.
 When I asked “Can you think of any benefits gained
by having a practice of product placement?” 9 of 10
respondents said “Yes”. The benefits could be grouped
into the following categories:
• Positive associations of a product with the film and its
characters.
• Increased brand awareness.
• More realistic films.
• Source of funding for film producers.
• Displays product in a realistic situation.
• An advertisement.
• Helps target specific audiences.

25. CONCLUSION
 The fiction needs points of reference with reality in order to be
accepted by the audience. (Flandé, 2007)
 Image
 It is very difficult to reach definite results since they are both -
branding and consumer behaviour- very dynamic and multi-
directional.
Despite its obvious limitations, the study indicates that:
1) Product placement is effective in achieving both unaided and aided
recall of featured products. Decay effects were not measured.
2) Product placement can influence intentions to buy following
exposure. Neither actual behaviour nor long-run intentions were
measured.
3) While only 2 respondents expressed a negative attitude to product
placement as a practice, 5 of them considered it might be a form of
subliminal advertising.
4) Product placement is seen as a recognised variable in the
promotional mix.

26.  THANK YOU.