Product PlacementRita Natter

Product PlacementA form of advertisement where branded

goods or services are placed in a context for advertisement such as movies, television,

music videos or news programs.

Then:

“Two thirds of advertisers employ ‘branded entertainment’ (product placement) with the vast

majority (80%) in commercial TV programming-Broadcasting and Cable (2006)

Product placement began with a plug for Hershey’s Chocolate in the silent film era.

Now:

Influence EffectivenessTypes of Product Placement :

Audio Visual, Visual, Auditory

Plot Integration:Products that are integrated within the plot of a

movie are better remembered than those that are not integrated well.

Character Attractiveness:Product placement with an attractive actress or actor makes the product placement more successful.

Ways Measure Product Placement

Economic Effects: How the product placement affects the stock price of the company

Implicit Memory: previous experiences aid in the performance of a task without conscious awareness of these previous experiences

Explicit Memory:  the conscious, intentional recollection of previous experiences and information

Examples of Product Placement in Music Videos

Product Placement in Television

Product Placement in Movies

Questions?Can you think of any product placements you

have recently seen?

Why do you think product placement is more effective than commercials or magazine

advertisements?

References ohttp://www.alternet.org/story/11172/leaked_memo_reveals_wto_plan_to_%22sell%22_itself_to_american_youth

ohttp://www.journals.marketingpower.com/doi/abs/10.1509/jmkg.75.3.27

ohttp://onlinelibrary.wiley.com/doi/10.1002/mar.20025/abstract;jsessionid=B6FE929F8F82EE9171AFCBE6D68F27A7.d04t02?systemMessage=Wiley+Online+Library+will+be+disrupted+on+23+February+from+10%3A00-12%3A00+BST+%2805%3A00-07%3A00+EDT%29+for+essential+maintenance

ohttp://www.warc.com/Pages/Search/WordSearch.aspx?q=AID:94991&Filter=ALL%20OF%20WARC&Area=ALL%20OF%20WARC

ohttp://www.sciencedirect.com/science/article/pii/S0749596X10000550