...Research Product placement effectiveness: revisited and renewed Kaylene Williams California State University, Stanislaus Alfred Petrosky California State University, Stanislaus Edward Hernandez California State University, Stanislaus Robert Page, Jr. Southern Connecticut State University ABSTRACT Product placement is the purposeful incorporation of commercial content into noncommercial settings, that is, a product plug generated via the fusion of advertising and entertainment. While product placement is riskier than conventional advertising, it is becoming a common practice to place products and brands into mainstream media including films, broadcast and cable television programs, computer and video games, blogs, music videos/DVDs, magazines, books, comics, Broadway musicals and plays, radio, Internet, and mobile phones. To reach retreating audiences, advertisers use product placements increasingly in clever, effective ways that do not cost too much. The purpose of this paper is to examine product placement in terms of definition, use, purposes of product placement, specific media vehicles, variables that impact the effectiveness of product placement, the downside of using product placement, and the ethics of product placement. Keywords: Product placement, brand placement, branded entertainment, in-program sponsoring Product placement effectiveness, Page 1 Journal of Management and Marketing Research INTRODUCTION In its simplest form, product placement consists of an...
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...1.1 Background Product placement is increasing into movies, TV programs, and computer games. The marketers and movie producers now frequently use placement as the promotion medium for products or brands. They communicate the product properties to targeted customers by the way of involving the actors or actress with marketing use of the product or with mention of the brand to eliminate the audiences’ resistance and also enhance consumer preference for the product or brand. 1.2 Conceptual Underpinnings of the Study Our study is focus on what product placement strategies should be employed by marketers and used in different media. A general definition of product placement for different media such as movie, television program, magazines, radio, and etc... , that product placement is a paid product message aimed at influencing audience by the planned into different media. In the literature most of the research focused on categorization or characteristics of different placement or their impact in consumers’ brand memory. Gupta and Lord (1998) propose that any of those modes can be distinguished. In the scene or where the product is made highly visible by size or power and the position on screen. Babin and Cater (1996) found evidence of product recognition in film whereas the research of Gupta and Lord (1998) is more fine-tuned; they found a higher recall of the product after distinguished product placement than after subtle product placement. Chartier (2000) brand recognition...
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...The most prominent product with movies nowadays is Apple. Every movie and international sitcom in the US has an Apple perched on their table or their laps. It began on the 1994 movie, Forrest Gump, when Lieutenant Dan invested his money in "some kind of fruit company" – the letterhead bearing the Apple logo. According to Ed Reily for Suite101.com, “In the last 10 years the onscreen placement of Apple products has become increasingly conspicuous. Perhaps it's the "coolness" factor that has long been associated with Apple being "maverick" in a corporate market (e.g. "I'm a Mac, I'm a PC"), a company that has a cult-like following of devotees to its superior industrial design and intuitive user-friendly engineering.” In the 44 films in 2009 that topped the box office for at least one weekend, an Apple logo or device could be seen in at least 18 of them. The surprising thing about Apple is that even though they’re literally appearing in every show in the US, they’re not charging anyone for the placement. This proves Apple’s and any other smart brand of effective Product placement. Although Product Placement seems to be successful in a lot of movies, it's not a hundred-percent effective. Some product placements done don’t affect the brand or the brand's recognition. The Sex and the City movie may have a lot of brands placed in their movies, but it didn't necessarily boost the brand's popularity since some of the products were already popular. There was a wave of promoting designers...
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...植入式广告对消费者行为影响研究评介 陈翠，宋思根 （安徽财经大学工商管理学院，安徽蚌埠 233030） 摘要：作为一种隐性广告，植入式广告策略性地融入各类载体中，以一种“润物细无声”的方式影响着受众对植入产品或服务的态度，继而通过“移情效应”或内隐启动影响消费者购买决策。通过梳理国外学者关于消费者对植入式广告的记忆认知、态度及购买行为的启动研究和植入式广告效果的评价标准研究，旨在为本土化研究提供理论基础和方法借鉴。植入式广告信息处理模式及其效果发生机制的探讨有助于理解我国消费者行为特征。 关键字：植入式广告；消费者行为；内隐记忆 A Critical Review on the Influence of Product Placement on Consumer Behavior Chen Cui, SONG Si-gen （School of Business Administration, Anhui University of Finance & Economics, Bengbu, Anhui 233030） Abstract:As a kind of recessive advertisement, product placement influences not only consumers' attitude to the branded products or services in a subtle way but also consumers' purchase decisions by means of empathy or implicit priming.This article critically reviews and summarizes the effects of product placement,including cosumers' awareness,recall,attitude and purchase behavior priming as well as evaluation standards offering the fundamental references for the empirical and localization research.Discussions on information processing of product placement and mechanisms of advertising effect are benefit to understand consumer behavior in our country. Key Words: product placement; consumer behavior; implicit memory 基金项目：安徽省自然科学基金“产品信号内隐认知对消费者决策的影响研究”（11040606M21）；安徽财经大学研究生科研创新基金项目“植入式广告对儿童购买决策的影响研究”(ACYC2010AL008)。 作者简介：陈翠（1987-），女，湖南岳阳人，安徽财经大学硕士研究生；宋思根（1972-），男，教授，管理学博士。研究方向为消费者行为。 通讯作者：陈翠 通信地址：安徽省蚌埠市安徽财经大学西校区224号信箱 邮政编码：233041 电子信箱：helencc001@126.com 植入式广告对消费者行为影响研究评介 ...
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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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...[pic] MMI Product Placement, Inc. Marketing Plan Marketing Plan Executive Summary MMI Product Placement Inc. (MMI), with over 20 years of experience is a forerunner of product placement in Canada. MMI has tasked themselves with selecting the best placements for their clients, negotiating contracts for the brands and offering value by providing exposure at an extremely attractive cost per thousand viewers. MMI is currently working to attract the business of Greyhound Canada, who requires cost-effective marketing champagnes in order to effectively communicate their message. There are three significant issues that must be addressed: 1. MMI must develop a promotional vehicle to achieve the best exposure for its potential client, Greyhound Canada. 2. MMI must convince Greyhound Canada that there are positive benefits to product placement, so that a contract between the two parties can be signed. 3. MMI must prove the results of how using product placement can increase product exposure and awareness. With the growth of product placement in the film and television industry MMI has a greater chance of succeeding. That is proactive product placement is becoming more popular. In order to satisfy Greyhound Canada the following five alternatives were presented: 1. Promote the Greyhound brand within the reality-based TV Serial “Making the Cut”. 2. Promote the Greyhound brand within an established TV show such as Corner Gas. 3...
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...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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...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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...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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...That explains why once her “Telephone” video co-starring with Beyoncé was premiered, Gaga’s obsessive fans and many pop-culture observers began to break it down frame by frame. Surprisingly, it was not the blatant nudity, lesbianism or poison, but the product placement sprinkled throughout the video that garnered viewers’ attention most. The video’s remarkable number of product placements showcases the consumerist culture we are in, where advertisers strive to revitalize and raise public awareness of their brands by incorporating their products into popular music, movies, TV shows and sports besides traditional advertising. The 9-minute video is packed with at least eight different brands, including Virgin Mobile, Monster Heartbeats by Lady Gaga headphones, Hewlett Packard laptop, Polaroid, Diet Coke, Wonder Bread, Miracle Whip, and dating site PlentyOfFish.com. Although the frequency of product placement in this music video has been to a ridiculous level, the way that brands listed above are inserted into each scene is quite coherent. For example, Gaga steals the Virgin cellphone to contact Beyoncé to bail her out of jail. Food brands like Miracle Whip and Wonder Bread feature in the kitchen scene. The production placement in “Telephone” is interesting and worth studying since it shows viewers that the boundaries between entertainment and advertising have been blurred because of pop culture phenomena and that these two industries’ purposes are getting intertwined. “Telephone”...
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...Product placement Product placement 2014 Carlijne Peeks & Marlot Stuiver Begeleider: Ron Hobers 7-2-2014 2014 Carlijne Peeks & Marlot Stuiver Begeleider: Ron Hobers 7-2-2014 Beste meneer Hobers, Aan de hand van 4 deelvragen proberen wij de vraag: Hoe worden jongeren beïnvloed door (sluik)reclame? te beantwoorden. 4 deelvragen: 1) Hoe komt een reclame tot stand? 2) Hoe werkt het brein als het gaat om reclame, neuromarketing? 3) Wat is product placement? En hoe werkt het? 4) Wat voor soorten reclame uitingen zijn er allemaal? Ook door een enquête aan leeftijdsgenoten proberen wij uit te zoeken, hoe de gemiddelde tiener beïnvloed wordt. Groetjes Marlot Stuiver en Carlijne Peeks Inhoudsopgave Voorwoord……………………………………………………………………………………..1 Inhoudsopgave……………………………………………………………………………….2 Inleiding P.P…………………………………………………………………………………….3 Geschiedenis reclame……………………………………………………………………..5 Krantenartikelen………………………………………………………………………………6 Deelvraag 1……………………………………………………………………………………..10 Deelvraag 2……………………………………………………………………………………..14 Anatomie van de verleiding…………………………………………………………….17 Deelvraag 3……………………………………………………………………………………..22 Krantenartikelen incl. Apple…………………………………………………………….28 Golden globes nominaties……………………………………………………………….32 Film verslag ‘the greatest movie ever sold’……………………………………..34 Deelvraag 4………………………………………………………………………………………40 Gouden Loekies……………………………………………………………………………....45 Conclusie…………………………………………………………………………………………...
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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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...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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...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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...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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