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Product Placement in Hollywood Films

Ellie M

on 18 October 2012

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Transcript of LIGHTS! CAMERA! Product?

Product Placement in Hollywood Films Lights! Camera! Product? Why use Product Placement? Primary:
TiVo, Hulu, etc.
Issue of piracy and it's impact on advertising The Studio WHAT IS PRODUCT PLACEMENT? Time for a Pop Quiz!! #1:
What brand of volleyball is in the movie Castaway? The Agenda: By: Ellie Matsusaka What is product placement?

3 Kinds of Relationships:
Product Placement and Advertiser
Product Placement and Film Maker
Product Placement and Consumer (us!)

The Building Buzz in Today's Market #3:
What kind of car is featured in The Transformers? #4:
What kind of sunglasses does Tom Cruise wear in Risky Business? #2:
What kind of candy appears in the movie E.T.? The Advertiser Money to Spend! Advertisers are paying Hollywood about 360 million a year to feature their products in films.
Proven to be more cost effective than traditional commercials. One Special Apple You've seen Apple products in just about every new Blockbuster out there, but how is Apple affording all of this advertising? A Lasting Impression... Your memory links the product to the movie or scene
Forming a relationship with the product (via the character) Power over Purchase Moonhee Yang and David Roskos-Ewoldsen Recognition Study at University of Alabama
Found viewers who recognized the product in the store after viewing were signifigantly more likely to buy than other choices. Neuro-Marketing? A new field of marketing research that that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli.
Neuromarketing is being used to help industry make their advertisements and marketing tools most effective. Why allow Product Placement? MONEY, MONEY, MONEY
builds credibility of film
sense of "reality"
and money. Changes in content of movie
camera angles, cinematography, post-production editing, "lingering" shots, etc.
Can create unnatural actions from actors that are obvious to the viewer
ex: Little Nicky and Popeye's Chicken "Co-Promotion" Both parties advertise the other--double whammy! Changing It Up The Consumer (us!) What's the Limit? The "Holy Grail" of product placement in film goes to.... Consumer Knowledge As consumer's become more aware of product placement in movies and TV, the marketing practice has been brought into the limelight.
increased interest has led to further research and discussion. "The Greatest Movie Ever Sold" From that guy who brought you "Super-Size Me"....
A documentary about branding, advertising and product placement.... that is financed by brands, advertising and product placement. Today's Buzz Transformers: Dark of the Moon! Definition: A practice in which manufacturers of goods or providers of a service gain exposure for their products by paying for them to be featured in movies and television programs. Brief History:
first appearance: Hershey's in "Wings"
J. Hughes--products as a central plot Examples of Product Placement in Wayne's World
Questions or Comments? THE END! http://www.brandchannel.com/brandcameo_films.asp
Full transcript