Product Placements
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Television advertising is becoming more
creative:
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Product Placement: purposeful
incorporation of commercial content
into noncommercial settings
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Companies pay to have their product,
brand or service “Placed” in television
shows, movies, music video, or video
games as props
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Movies
TV
Radio
Video Games
Music Videos
Books
1.
To achieve prominent audience exposure,
visibility, attention, and interest
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The more successful the program, the longer shelf life of the
product placement
products should be visible within a scene, but not the focus
product needs to fit, almost seamlessly (almost being the key
word here) into the shot
To increase consumer memory and recall of
the brand or product
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Research shows raises brand awareness by 20%
brands placed in movie scenes enjoy higher brand recall than
those that are not
Show your product in a real-life scenario
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4.
Doesn’t look like a commercial – “Stealth advertising”
Hundreds of new television stations - no telling
what your target market is watching
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5.
can call attention to several features of a product that a short
commercial spot can’t – shows how used
Advertising dollars are often wasted on expensive commercials
that used to reach millions
The popularity of TiVo and similar digital video
recorders allows viewers to skip the commercials
•One of the first
instances of successful
product placement
•Sales increased by 65%
following movie release
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Time Magazine Monday, July 26, 1982
The folks at Hershey Foods Corp. are feeling
very happy these days. Reese's Pieces, a
steady but unspectacular-selling brand of
candy, has blossomed into an unexpected
summer hit. Sales of the peanut butterflavored candy shot up 65% in June after the
release of E.T.: The Extra-Terrestrial, which
is filling movie theaters at a record clip. In
the film, E.T., an endearing space creature,
is lured out of hiding by a boy who scatters
pieces of the candy in his path.
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Hershey’s agreed to promote E.T. for $1
million in advertising; and Hershey
could use E.T. in its ads
Sales jumped 65% within 2 weeks
This movie tie-in all but fell into the
lap of Hershey, which sold some $35
million worth of Reese's Pieces last
year....
•Product
Placement was
satirized (to
criticize) in the
1992 movie
Wayne’s World
Product placement has become prevalent since the
1980’s
o “90% of people with digital video recorders skip
TV ads.
o Research shows product placement in content
boosts brand awareness, raises brand affinity and
encourages prospective purchasers
o 60% of viewers felt more positive about brands
they recognized in a placement
o 45% said they would be more likely to make a
purchase.”
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Coke, Ford and
AT&T have
product
placements on
American Idol
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How can viewers know if a product is
used for artistic reasons or if it is shown
as an advertisement?
Is it ethical for a company to use this
kind of hidden advertising?
Should movies and television shows be
required to disclose all placements at
the end during the credits?
•Seinfeld “The Junior
Mint” episode
•Great example of
product placement on
television
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The 2007 film Transformers is said to
include over 70 different product
placements
In this activity, we will watch the movie
Transformers and list all of the
different products/brands/companies
that you see during the film
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Which placements in the movie were
the most effective and least effective?
What seems to separate a good,
“sticky” placement from a poor,
forgettable one?
Have you purchased a product after
seeing it on a movie or television?
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In this final activity, you will be
determining where to and how to place
your product
The class will be divided into teams, with
each team given a product
The teams will determine a show to place
their product in as well as develop
suggestions for how the product could be
incorporated into the storyline
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http://www.yout
ube.com/watch?
v=4LFQIoc49ZM –
Shows some of
the answers.