This document discusses product placements in media and who may be considered a scapegoat for unethical placements. It notes that most media space is owned by large companies, giving them an advantage over small businesses for placements. It also suggests that businesses may ask content creators to add product scenes, manipulating content for the client. The document questions whether the audience is watching a movie or commercial and debates where the priorities should lie between the content creators, companies seeking to promote products, and maintaining integrity and creativity.

1. SCAPEGOAT ?
Who is a
A Reckless
Product Placement
(Product placements aren't just for big companies anymore )
Case briefing by Thanandorn Panichnok

2. (( BLENDING INTO OUR LIFESTYLES ))

3. Supplying
Media Space
Demanding
Visibility +
Brand Connection
=
{ }((Content Providers)) ((Businesses))
In Theory …

4. Supplying
Media Space
Demanding
Visibility +
Brand Connection<{ }((Content Providers)) ((Businesses))
In Reality …

5. Media space becomes a battlefield…
Most of media spaces are owned by big companies.
Small budget companies have less chance to tie-in
media spaces.

6. Money is the new director…
Could you favor me by adding some scenes to promote
our product?- a simple question from a business
side to manipulate contents as a client position.

7. Who is a scapegoat of an unethical product placement?

8. “Am I watching a movie or commercial ?”

9. ((audience’s
value))
((content
providers’
view))
((company’s
product
srole/
story))
{Integrity
!
"Crea,vity
THE CONTENT
COLLABORATION
+
1.
2.
3.

10. [
Branded Content – Your own property
:Source:https://www.youtube.com/watch?v=m3ZOFIE5e4g&index=3&list=PL326ALImVIgzmcHG1DtvOPiFKMEh9-Kn9

11. { }THANK
YOU