...Plan 11 Appendix A Exhibit 1 Segmentation Chart 12 Bibliography 12 Executive Summary MMI Product Placement Inc., established in 1985, is the pioneer in the business of product placement in Canada. MMI leveraged its relationship with the Canadian entertainment industry to incorporate its clients’ brands into films and TV shows. Greyhound, the country’s largest provider of intercity bus transportation, recruited MMI services to provide cost-effective ways to communicate its marketing message to consumers. Philip Hart, president of MMI, was preparing to make a final pitch to sign up Greyhound as client. For Greyhound, the major competitors include VIA Rail, owned automobile, and airline transportation companies. The consumer segmentation can be divided into three groups including college and university students, newer professionals and established professionals. The target market will be age 18 to 24 college and university young professionals. Philip Hart needs to decide which promotional vehicle would be best for Greyhound’s product placement. The alternative choices include to stick with traditional advertising, or product placement on TV series shows like “Corner Gas” or “Canadian Idol”. We would recommend that MMI present Greyhound in the TV series called “Making the Cut”. Problem Statement Philip Hart, president of Toronto based MM1 Product Placement (MM1) is close to signing Greyhound Canada as a client. The main issue is to find the best promotional...
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...Market Analysis Product placement is the form of advertisement where a product is placed in a context of ads in movies or TV shows. Since the first instance of formal product placement occurred in 1951, there have been countless placements in thousands of movies and TV shows. Product placement has experienced a surge in the mid-1980s and strong growth ever since. In 2005, estimated total global spending on paid product placements is about US$2.21 billion. Forecasted that by 2010, 75% of scripted shows will include product placement and the revenues will reach US$50 billion. Competitive Analysis MMI The product placement segment of the industry is dominated by small business typically run by their owners who have experience in the entertainment industry. A few larger ad agencies offer the same service with the intention of offering one-stop-shopping for their clients. These are typically the result of acquisitions of smaller specialty firms. The smaller firms tend to have the advantage because they typically have experience and a background with film and TV producers whereas the large firms often do not. In addition, the small firms like MMI offer more personalized service and build ongoing relationships with their clients. Greyhound Greyhound is currently Canada’s largest provider of intercity bus transportation and serves 6.5 million passengers each year, which constitutes about 40% of the market. Its brand logo, the running dog, is highly recognized. In addition...
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...Challenges and Opportunities on Kava Dan Russell University of Phoenix MGT 350 February 20, 2011 Dan Konzen Challenges and Opportunities on Kava Aqua Harvest, Inc. has identified an opportunity for expansion of its water treatment and rain harvesting operations on the South Pacific Island of Kava. The island is an ideal situation in desperate need of both the products offered by Aqua Harvest, Inc. and the employment opportunities the expansion will bring. There are numerous challenges such a remote and exposed Island presents to a start up operation and each threat must be addressed to accomplish the directive of the company. Aqua Harvest is financially able to achieve its goals in Kava, but the natural forces are of such an unpredictable nature that the physical establishment of the companies operations on the Island of Kava may be the most difficult. The Island of Kava Kava rests in the South Pacific stronghold of islands near Fiji, Samoa, and Bora Bora. Kava rests ideally in the Hawaii to Australia shipping routes with major ports on and near the island. Kava appears to be a well placed starting point for continued growth throughout the surrounding islands being serviced by both United States and Australian corporate offices. History Until 1970, Kava was a British Colony as it had been for nearly a century. Banking on its economical base of petroleum production, tourism banana and spice exportation, Kava requested and was granted...
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...Comparison Essay In the films EdTv and The Truman Show, the protagonists experience how the loss of personal freedom in their lives affected not only them, but the lives of the people around them. Specifically, the loss of personal freedom and control in there lives are seen through the “love interests” that the characters encounter, how Ed’s and Truman’s “overseers” interfere with their lives’ and what each character is willing to due to reclaim the personal freedom and control in their destinies. Throughout the plot in both films, Ed and Truman encountered love interests that derive from either fake love or staged love. In The Truman Show, Truman first spots Lauren sitting under a tree and immediately falls in love with her. However, because the choice to choose one’s love was not Truman’s to make, the “overseers” of The Truman Show interfered with his life. They hired an actor to play the role of Truman’s girlfriend and later wife. Similarly, in EdTv Ed begins to date Shari after comforting her. However, both Ed and Shari soon realize the conditions of their relationship began to change as Ed quickly becomes surrounded by his fame. This increase of involvement that the audience now has in Ed’s life makes them believe that they have the right to judge Shari which causes her to loose some of her personal freedom and control in her life. In both films, the protagonists’ lives become broadcasted over live TV regardless of what those said characters...
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...TYPES OF REALITY SHOWS Reality shows aim on the emotional of the people and anything that strikes the emotions of a person become blockbuster.The rising popularity of the reality shows on television channels has added a new era to the production of TV programs. These shows try to give opportunities to the each and every one to showcase their talent in front of the world and give them a better future. The crazy for reality television hits when channel came up with the shows like Viva(channel V,India), a band of five young singers. When auditions were announced, young dreamers gathered in huge numbers to give their luck a try.Not only from India but also from various parts of asia. They cried when they failed which gave the audience a emotional attachment with the show.The audience lapped with the emotions thrown with open hands every show.The show was a big success and as well as inspiring for both the business minded people and also for the young dreamers waiting for the life turning point. Since then there has been no looking back as reality television is increasing audience as well as profit with number of days. With the registration for each reality show, the audience votes pouring in billions, all doubts over the acceptability of these shows by the audience subsided. Widely appreciated these shows have thrown a limelight to many talented people,who where every difficult to discover.The stage itself gives all its candidates a lot of glamour,name,fame and the confidence...
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...There was once a man who was ship-wrecked and stranded on an island. Every day he prayed asking God to send someone to rescue him, but to his disappointment, no one ever came. Months passed and this man learned how to survive on the island. During this time, he accumulated things from the island and stored them in a hut that he constructed. One day after hunting for food and returning back to his hut, much to his dismay he saw that his hut was on fire along with everything else he owned! All of his possessions were going up in smoke! The only thing he had left were the clothes on his back. Initially he was in shock, and then he was consumed with anger and rage! In his fury he threw a fist into the air and began cursing God and yelling, “God, how could you let this happen to me? I’ve been praying everyday for months about being rescued and no one has come, and now everything that I have is on fire! How could you do to this to me! Why did you let this happen?” Later the man was on his hands and knees weeping heavily when he happened to look up and catch sight of a ship coming in his direction. The man was rescued and as they were heading back to civilization the man asked the captain, “How were you able to find me?” The captain responded, “We were voyaging across the ocean when we noticed on the horizon a column of smoke going up. We decided to go check it out and when we did, that’s when we found you!” THINGS ARE NOT ALWAYS AS THEY APPEAR There was once a man who was ship-wrecked...
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...In recent years a lot of research is done on Brand/Product placement in Bollywood films by marketers and advertisers so as to understand the concept and strategies of brand placement in movies. Although not many academic researches can be seen in the field of product placement in Bollywood, the practical usage of the practice of Brand Placement has grown significantly. Lehu in his work defines, “The expression ‘Product Placement' or, ‘Brand Placement' essentially describes the location, or more accurately, the integration of a product or a brand into a film or televised series.” Lehu (2007, pp.1) it can be understood from the work of other scholars like Kalish (1988), Gupta and (Gould 1997) Balasubramanian (1994) that brand placement is planned consolidation of brand with the elements of a feature film in return for money, service, barter, or any other kind of consideration. The research also focuses on the strategies of brand placement in Hollywood as no substantial academic can be found on classification of brands in the Indian cinema. The literature looks and analyzes the Tripartite typology of product placement by Russell (1998) , two dimensional approach to classify brand placement by Gupta and Lord (1998), Classification on the basic on Integration and explicitness by d'Austos and Seguin (1999) and finally Shapiro's (1993) classification of brand placement. Over the years Advertising has emerged as a key component of integrated Marketing communication. Moreover, it has...
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...Fundamentally, product placement roots in the USA, which is commonly considered to be an American phenomenon, and used primarily as a movie-based tactic. To define, product placement is the deliberate placement of branded products or services within media content. For example the scene where Will Smith drink Coca-Cola in film. As a result of global flow, and access to media content and technology, the practice of product placement has become media-neutral and spread across other cultures. Due to this circumstances, there is a need to develop an expanded understanding of how non-US consumers perceive such placements. Product placement like traditional forms of advertising, transmit and reflect the important symbolic meanings and values within a culture. To add in, consumer attitudes toward product placement may also vary depending on the fundamental cultural orientations and values of a particular society. In general, there are abundant cross-cultural comparisons of advertising and promotion but little is known regarding how consumers from different cultures perceive and process product placement in their mind. Other than that, there has also been very limited knowledge on how and to what extent the medium of placement affects perceptions of the tactic. The main purpose of this research is to examine: i. US and Korean college student consumers’ attitudes towards product placements in three different media (films, TV shows, and songs). ii. product placement...
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...Pick Me: negotiation for Product Placement Entertainment Business Negotiation and Deal Making December 19, 2010 One month prior to the release of Apple’s iPad in local stores it was possible for consumers to obtain a demonstration of the functionality of the product itself. This demonstration was available simply by viewing a prime time television sitcom. It became impossible to just watch television without the saturated marketing of the iPad. No one can watch television with seeing a product placed strategically in the show. Both the television and print industries alike seemed to thrive on this campaign. A recent article in Campaigns & Elections, states that these mediums are constantly pretentious and it is evident within the inventory, rates, demographics and geography. Only seasoned professionals can fully understand how to manipulate and maneuver it (Brooks, 2005). Therefore, the question is proposed; has the consumer become overly saturated with ads what are the powers of negotiation associated with these advertisements in various locations? To watch a favored show on television is a pass time, which is, pleasured however the shows are engrossed with product placement and many mini-commercials and advertisements. At one time there was an effort to make for consumers to be able to watch shows lacking placement; case in point the name on a cereal or oatmeal box at the breakfast table was removed of the known label and replaced with a fictitious...
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...Strategic Computing and Communications Technology | | |New Trends in Product Placement | | | |Lilia Gutnik, Tom Huang, Jill Blue Lin, Ted Schmidt | |Spring 2007 | INTRODUCTION The traditional broadcast television advertising model is based on the 30-second ad that regularly interrupts TV shows. Most viewers find these ads boring and intrusive, but until recently were forced to endure them in order to watch the show. With the advent of digital video recording (DVR) and the growing popularity of TiVo, television viewers are no longer a passive audience. DVR technology allows viewers to fast-forward or skip ads. According to a study done by the major television networks in 2005, 90% of viewers surveyed said they skipped all or most of the commercials. In addition, one of the most desirable demographics (18-34 year old males) are moving away from television all together, and spending more time using more interactive forms of media, such as video games. The peak time of day for game console usage coincides directly with primetime network programming, much to the chagrin of network executives as well as advertisers. Attempting to fight the...
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...study. The definition concept of product placement is also discussed. 2 1.2 Background of the study According to PQ Media (2007) the practice of placing branded products within films for commercial purposes has developed into a distinct marketing tactic and has truly gone global. This situation happens due to product placement is cost-effective compared to other types advertising and it allows marketers to avoid clutter. Placing product in film is not new, it has becoming established in North America in the 1980s, on television program but began to receive serious attention in the UK in the late 1990s.(Chris Fill,2004).One of the example is the increase in sales of Reese’s Pieces chocolate after an on-screen in E.T on 1980s (Karh,1998). Generally product placement is about placing brands in films or TV show. Chris Fill (2004), defined product placement as the inclusion of products and services in films for deliberate promotional exposure, in return for an agreed financial sum. It is a cheap way to obtain some brand exposure in a mainstream without paying for airtime like any other promotion. Placing a product in film can overcome the irritation factor associated with advertisements screened in cinemas. There are varieties of product can be place including drinks, foods, sports equipment and even holiday destinations. Product placement can create a positive image to the firm (Jim Blythe, 2006), by positioning a product in a very good way in the film...
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...the lives of several women and men who are involved with hip hop music. Hip-hop has always had a big impact on everyday life. For many year this show definitely influences consumer behavior. Many of the cast has their own clothing lines, furniture lines, and even are the faces of companies. There is obvious product placement all over this show. A major lifestyle that was inspired on this show is healthy living. If you watch the show all the cast member are always in the gym. In every season they make sure that every episode has a gym scene. Even if you look on their social media they promote different herbal weight loss teas, wraps, and pills. One of the biggest products that are promoted on this show is waist cinchers. Somehow they have convinced everyone that waist cinchers are the key to a perfect shape, a small waist and a big but. Little do consumers know most of the cast members aren’t shaped the way they are shaped and have these nice bodies due to healthy eating and waist cinchers. They all have plastic surgery. Another product inspired by this show is the portable teeth whitening by Express Smile Atlanta. This company has made millions ever since this product was used on the show. The teeth whitener is now purchased worldwide. Not only used by this cast but many reality show cast and also celebrities. The cast sense of fashion also influences consumer behavior. For example red bottoms, all the ladies on the show only wear red bottoms. So it is obvious that they want...
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...use their memory. How does this knowledge inform what we know and what we could study for product placement? Introduction – 200- 300 words Product placement Product placements can be defined as paid product information targeted affecting the viewers via the planned of a branded product into a television program, movie (Balasubramanian, 1994), computer and online game. As it is not totally stated in this definition, product placements have been applied for persuasive motivations, such as increasing product awareness and sales. Some of the merits of product placements include overcoming the difficulty of zapping because viewers are less likely to change the channel or leave the place when a product shows in a movie like they may for advertisements (d’Astous & Chartier, 2000). Moreover, product placements allow marketers to aim very particular audiences because the demography of who attends which type of movie is well understood (Nebenzhal & Secunda, 1993). Product placements also have a longer life time than traditional advertisements (d’Astous & Chartier, 2000). When the movies are released as DVD or shown on TV, the brand placements are typically still present. Finally, surveys have demonstrated that viewers like product placements due to the realistic improvement of the movie or TV show ( Nebenzahl & Secunda, 1993). In its most basic understanding, product placements are the incorporation of brand components in entertaining media programing for commercial...
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...Reality Tv is one of the most popular hobbies used by children and adults, but who thinks about the negative stereotypes ? It can cause people to start living by its lifestyles, also it can make children think these events are real, lastly reality Tv can take a lot of attention away from our actual lives. Reality Tv and the real world aren’t as the same as people think they are. Reality Tv can cause people to start living by its lifestyle. “Bad Girls Club” and “Empire” are two shows that shows this. These shows might make people think whenever they see the actors physically fighting, cursing, and starting unnecessary drama they can do it too. According to buzzle.com, “Humans are a bunch of manipulatable species where the media feeds off this ever-growing trait that lies within us all, where half the time we aren’t aware of what it’s doing to us. “ Furthermore this quote explains that when people are on these shows, sometimes they have no idea that they are being changed slowly but surely. Secondly, reality Tv can make children think that what they’re seeing is really how the real world works. Children can be easily influenced by violence and bad behaviors they see anywhere. Maybe you have a little brother or sister who copies what you do and follows you around, this is the same with television. For instance, on the website livestrong.com statistics say “A three year national television study reported by AAP, found that childrens shows has the most violence of all television...
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...DOI: 10.2501/IJA-30-3-479-507 Young adults’ responses to product placement in movies and television shows A comparative study of the United States and South Korea Taejun (David) lee Bradley University Yongjun Sung and Sejung Marina Choi University of Texas at Austin This research examines young adults’ attitudes towards product placement in films and television shows from two countries that represent contrasting cultural distinctions: the US and Korea. The results suggest that young adults in both countries perceive film product placement in a similar way but, with respect to television, Korean respondents tend to perceive it as less effective in enhancing content realism and more unethical and misleading. In addition, the findings suggest that, for both film and TV, material- ism, attitude towards advertising, and realism enhancement appeared to be significant predictors of consumer cognitive response to product placement. However, cross-cultural differences were observed for TV product placement. In the US, materialism and real- ism enhancement were found to be most powerful predictors of cognitive response to product placement. In contrast, attitude towards advertising and materialism were found to be the strongest predictors in Korea. Implications for both advertising researchers and practitioners are provided. Introduction Movies have almost always been a popular medium for product placement. Product placement in movies can be an effective international marketing strategy...
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