Product Placement An Introduction

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This presentation introduces one to the core concepts in product placement in movies or television programs. It is also termed as brand placement, in film advertising, branded entertainment etc.

Product Placement An Introduction

  1. 1. Seema Gupta IIM Bangalore DigitalMarketingTadka.com dmtadka@gmail.com
  2. 2. What is Product Placement? © Seema Gupta
  3. 3. A marketing practice in advertising and promotion wherein a brand name, product, package, signage, or other trademark merchandise is inserted into and used contextually in a motion picture, television, or other media vehicle for commercial purposes © Seema Gupta
  4. 4. Initial Successes • As old as films but became a legitimate marketing tool in the mid-1970s • Hershey’s Reese’s Pieces in E.T.: Hershey’s profits increased by 65%. • Ray Ban’s Wayfarer sunglasses Risky Business: increase of sales from 18,000 units per year to 360,000 units per year. © Seema Gupta
  5. 5. Let us meet Product Placement’s family © Seema Gupta
  6. 6. Here they are!! © Seema Gupta
  7. 7. Types of Product Placement (Modality) Visual dimension Auditory dimension Plot connection Source Toward A Framework of Product Placement: Theoretical Propositions Gristel A. Russell, University of Arizona © Seema Gupta
  8. 8. Product Placement - Types Starbucks in You've Got Mail (1998, Warner Bros., screen capture) Visual Placement – Passive Placement Product or its logo can be simply observed within the setting (usually in background) Number of times and the length of time of screening important Fashion, FMCG Emami banner in “Koi Mil Gaya” Disadvantages Lower effectiveness as the brand is not actively discussed in the scene © Seema Gupta Chance of being ignored
  9. 9. Visual Placement Iron Man 3(2013)-Oracle © Seema Gupta
  10. 10. Visual Placement Jaane Tu Ya Jaane Na (2008)- PVR cinemas © Seema Gupta
  11. 11. Product Placement - Types Time - Phrase 01:31:02 Now, the true history of Stark name will be written. 01:31:05 Jarvis, where is he? 01:31:07 Accessing the Oracle grid. Eastern Seaboard. 01:31:11 What your father did to my family over 40 years, 01:31:16 I will do to you in 40 minutes. Iron Man 2 (2010)-Oracle grid • Auditory Placement – Active Placement – Character verbally mentions in the dialogue – Ex: SRK mentioning Castrol in Chalte Chalte, VLCC in Jassi Jaisi Koi Nahin, Suzuki in Dhoom 2, ICICI Bank cheques in KBC – Advantages • Greater effectiveness-can process information even when not viewing the screen • Direct Association with the celebrities © Seema Gupta
  12. 12. Product Placement - Types FedEx packages in the movie Cast Away • Plot Connection – Brand integrated in the storyline – Involves physical handling or use & recommendations by the key characters – Ex: Videocon in Hungama; Microsoft, Xbox & Halo 3 in Bachna Ye Haseeno, Sony Ericsson phones in Indian Idol 3 & LG Phones in Indian Idol 4 – Advantages • Most effective form of placement and has greater impact on the audience © Seema Gupta
  13. 13. Pros of Product Placement  Cost effective communication  CPT continues to decline  Clutter free environment - captive nature of the audience  Overcome zapping, zipping and muting  Digital video recording (TIVO) © Seema Gupta
  14. 14. Cons of Product Placement  Risk of negative portrayal of brand  Reach and frequency are difficult to quantify  Lack of control over the placement process  Lack of audience selectivity © Seema Gupta
  15. 15. How Product Placement works? Brand/Film factors Brand Equity (+) Critical acclaim (+/-) Film violence (+/-) Execution factors Plot connection Video prominence Audio Valence Priming of brand appearance-Tie in ads (+) Star association Character association Number of brands Blatancy Effect(s ) PProcessing Explicit Implicit Recognition Recall Brand Attitude/Image Purchase Intention Brand choice Brand usage behavior Individual factors Audience absorption (-) © Seema Gupta
  16. 16. Source : Practitioners' Evoiving Views on Product Piacement Effectiveness; JAMES A. KARRH, KATHY BRITTAIN McKEE, CAROL J. PARDUN;Journal of Advertising Research © Seema Gupta
  17. 17. Source : Practitioners' Evolving Views on Product Piacement Effectiveness; JAMES A. KARRH, KATHY BRITTAIN McKEE, CAROL J. PARDUN;Journal of Advertising Research The product has been shown in a number of other movies. Most movie viewers already use the brand. The brand is new to the market. The brand has a number of strong competitors. The brand is already well known. The brand has its own unique "personaiity." The brand is supported with other promotion and advertising. The brand has a very recognizabie package or design. Brand Characteristics Leading to Effective Placements 8 7 6 5 4 3 2 1 0 © Seema Gupta
  18. 18. 1. To achieve prominent audience exposure, visibility, attention, and interest 2. To increase brand awareness © Seema Gupta
  19. 19. 3. To create instant recognition of the product/brand in the media vehicle and at the point of purchase and sale 4. To bring desired change in consumers‘ attitudes or overall evaluations of the brand © Seema Gupta
  20. 20. 5. To bring a change in the audiences' purchase behaviors and intent 6. To demonstrate the use of the product using the characters or the storyline © Seema Gupta
  21. 21. Share with me your plan of product placement! Read more at DigitalMarketingTadka.com © Seema Gupta

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