PRODUCT PLACEMENT overview History of Placements Definition of Product Placement Pervasiveness of placements

PRODUCT PLACEMENT overview History of Placements Definition of Product Placement Pervasiveness of placements

PRODUCT PLACEMENT overview History of Placements Definition of Product Placement Pervasiveness of placements

Motwani, Manoj, Contributing Editor has reference to this Academic Journal, PHwiki organized this Journal PRODUCT PLACEMENT overview “There is nothing accidental in a frame in a movie,” Soar (2007). Over one hundred specialized advertising agencies are devoted to product placement (Schor, 2004). Coke machine in Brokeback Mountain History of Placements Cigarettes De Beers diamonds E.T. & Reese’s Pieces Reese’s sales increased 65% after the movie’s release Seinfeld in addition to Junior Mints

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Definition of Product Placement Inclusion of br in addition to ed products, logos, or insignia in a movie, TV show, or other media (including music videos, novels, in addition to videogames). Plug versus Placement: a “plug” is an on-camera mention of a br in addition to , usually delivered by a celebrity. Placement usually integrates a br in addition to into a scene or story line. Pervasiveness of placements Product placements amounted to $2.21 billion in 2005 (Lazar, 2006). In 2005, there were 108,000 instances of product placement in TV Shows; a 30% increase from 2004 La Ferle & Edwards (2006) found 1 placement per 3 minutes of prime-time TV programming As much as 75 percent of all prime time scripted shows on U.S. television include some element of br in addition to placement (Consoli, 2004). Example: Mac/Apple: During the first 4 months of 2006, TV shows mentioned or showed Apple products at least 250 times. Catalysts as long as product placement Channel surfing, flipping Advent of TIVO in addition to DVRs Fragmented Media: Cable & satellite channels, Internet, etc. Economical: production costs as long as commercials far exceed placements Permanence: A placement is as long as ever, including the DVD release

Recent placements in movies Link to br in addition to channel, a website that itemizes product placements in movies in addition to in addition to cameo-films.asp Example: Br in addition to s featured in Click, starring Adam S in addition to ler: 7-Eleven, Bed Bath & Beyond, Best Buy, Budweiser, Doodles, Ford, Huffy bicycle,, Red Lobster, Twinkies, Sharp, Sony, Speedo, Tag Huer, Tic Tac, Yodels Types of placements Visual: a br in addition to ed product serves as a prop in the scenery or background Audible: A character refers to a br in addition to by name Use: A character uses a product Integrated: the br in addition to is integrated into the story line. Integrated placements are the most effective Virtual placements: (digitally added after the fact) Theoretical frameworks Mere exposure: repeated exposure to a br in addition to increases liking as long as the br in addition to Associative networks: the images in addition to associations with the characters or story “rubs of” on the br in addition to Psychological reactance: movie-goers might rebel if they think their freedom to avoid advertising is being restricted Starbucks in the background of Meet the Fockers

Studies on placements Br in addition to placement had a significant effect on br in addition to image (Reijmeersdal, Neijens, & Smit, 2007) Placements can be effective even if they are not consciously recalled (Reijmeersdal, Neijens, & Smit, 2007) Example: Pontiac sold 1,000 Solstices within an hour after the car was featured on an episode of The Apprentice in April 2005. Pope Benedict XVI wearing Prada shoes Placements may be overrated “a lot of the placements are just going to pass people by” Romaniuk, 2008) About 70% of visual exposures were less than five seconds 41% of br in addition to placements in reality shows were “slightly obscured” Reactions to placements Sheth & Sisodia (2005) 60% of consumers believe that marketing in addition to advertising is “out of control.” However, consumers (69%) report they don’t particularly mind product placements, unless they are disruptive Placements may add to realism, verisimilitude

Newer as long as ms of placement Madison Avenue is scrambling to place br in addition to s anywhere in addition to everywhere Board games: Monopoly now features playing pieces molded in the image of McDonald’s french fries, a Toyota Prius, a Motorola cell phone, in addition to a Starbucks mug. Children’s books: M&M’s sells book to help teach counting skills to preschoolers Music: In the top 20 songs of 2005, Mercedes-Benz was mentioned 100 times, Nike 63, Cadillac 62, Bentley 51, in addition to Rolls-Royce 46. Prescription drugs: According to Neilson, there were 337 visual or audio mentions of Prescription drugs in 2006 Eggs: CBS hired EggFusion, an “on-egg messaging” company, to print its logo on 35 million eggs. Controversial placements Johnny Walker placed this billboard in Beirut, Lebanon at the location where a bridge had been bombed. Placements aimed at children (Campbell 2006) cigarettes alcohol junk food Sexy placements

Motwani, Manoj HDTV etc. Contributing Editor

Motwani, Manoj Contributing Editor

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