done as part of my IMC ppt presentation Pondicherry university

1. Product Placement
Syam Prathipati

2. History
• Product placement goes back to the earliest days of
film. The first movie ever to win a Best Picture Oscar
was a silent 1927 film called Wings, which featured Clara
Bow, Gary Cooper and, in one scene, a prominently
placed bar of Hershey’s chocolate
• If you do a Google search for “product placement” and
“movies,” the story of E.T. and Reese’s Pieces is
guaranteed to come up.
• In the 1982 Steven Spielberg blockbuster, a boy named
Elliot leaves a trail of the candies for the lovable alien,
who follows them to the boy’s house. The rest is
history.

4. Intro
• Product placement, brand integration or
embedded marketing is
• according to the United States Government
"any form of audio-visual commercial
communication consisting of the inclusion of
or reference to a product, a service or the
trademark thereof so that it is featured within
a programme, in return for payment or for
similar consideration"

5. Cont.
• It is form of adv. where branded goods or
services are placed in a context usually devoid
of ads, such as movies, the story line of
television shows, or news programs. The
product placement is often not disclosed at
the time that the good or service is featured.

6. Opposition
• Hollywood writers and actors complained that
"placement practices hurt their artistic integrity
and that they aren't paid for helping to sell the
products placed in movies and TV shows.“
• they pointed out that Burger King products were
woven into the "The Apprentice" where
"contestants wore Burger King uniforms and
flipped burgers as part of a challenge." The Guild
stated that product placement in films jumped
44% in that year, with revenue topping $1 billion.

7. Reference
• http://www.cnbc.com/2011/06/03/10-Big-Successes-in-Product-
Placement.html?slide=6
• http://tvn.sagepub.com/content/early/2010/02/08/152747641036
1726.abstract?rss=1
• http://www.sensesofcinema.com/2010/feature-articles/the-
cinemas-of-interactions-cinematics-and-the-%E2%80%98game-
effect%E2%80%99-in-the-age-of-digital-attractions/
• http://liverpool.metapress.com/content/0305n26530l07746/
• https://dx.doi.org/10.1080%2F00913367.1943.10673457
• http://www.marketingcenter.de/lmm/research/publications/downl
oad/Marchand-Hennig-Thurau-Best-2015-Product-Placement.pdf
• http://legacy.library.ucsf.edu/about/about_collections.jsp#ucbw
• http://www.redorbit.com/news/technology/243496/payola_scanda
l_again_rocking_roiling_radio_fcc_scrutiny_recalls_59/index.html