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Product Placement

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by

Alejandra HC

on 10 March 2014

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Transcript of Product Placement

Product Placement

Contents
Why Product Placement? Why not?
Disadvantages of Product Placement
Money Matters
What is Product Placement?
"Inclusion of a brand name product, package, signage, or other trademark merchandise within a given audiovisual medium" Steortz
by Carmen Ortiz & Alejandra Hurtado
Between product manufacturer media company

AND
Types of
Product Placement
Visual Placement
Spoken Placement
Plot Placement
The product/brand can be only be observed for a few minutes
The product/brand is mentioned in the script. It is said to have higher effectiveness.

Early Examples
1896 with Lumière Brothers
Parade of the 8th Battallion
The business man publicized and distribute
in return of Advertising place
Roman Holiday – Vespa
1953 with Audrey Hedburn
100,000 Sales
When a personality interacts or handles the
product. Involves sometimes Spoken Placement
Mid-Examples
1982 E.T Film & Reeses
65% spike in sales after the movie hit

Total Cost: 1 million $
2000 -Cast Away
->When BRANDS become CHARACTERS
Wilson - 34 times said in script
From low involvement to high involvement
-> Wilson Sporting Goods Company created a promotional ball
at no COST
Exposure
It can reach a larger amount of people in a long period
Audience are captive members in Cinemas
Frequency
Viewers watch movies more than once
Advantages of Product Placement
Targeting
Choosing right movie guarantees the effective reach of potential targets. (Zapping is avoided)
Source
Association
A particular brand is used by a celebrity - Brand Endorsement
Chance that viewers don't notice the product
Time of exposure:
Limited Appeal
Features of product are not presented. No detailed advertising
Lack of control
Time release of the movie may vary and it could affect the Strategy of the P.P
Competition
For a big-budget movie many brands compete hiking the cost of the P.P
Ethics
Misuse of the product, or regarded as excessive commercialization
Considered to outpace the traditional advertising and marketing
P.P In the MEDIA
TV
Effectiveness depends on
Length of program
Target Audience
How it is woven into the storyline
Types
Digital
Self promotion
In TV Shows
Reality TV
Programs
P.P In the MEDIA
P.P In the MEDIA
It is growing at an annual pace of 30%
VIDEOGAMES
Increase brand attitude
P.P In the MEDIA
P.P In the MEDIA
MOVIES
Most common type
MUSIC VIDEOS
Necessary tool for artists
PRINT
Less known
Comics
images
very specific
Books
Covers
Throughout
$8.25 billion in 2012
rise by 11.9%
US is World's Largest Market at $4.3 Billion
China Fastest Growing with 27% Expansion
TV: $4.8 Billion


Subtle
Analyze which product fits
Celebrity involvement
Increases awareness
Visual or usage
75% at least one consumption
25% Contain specific references
Lost
Monsters INC
New but powerful marketing tool
Enhances realism
Repeated exposure
Conclusion
Source: PNC
Research show:
Product Placement in content
boosts
- brand awareness
- Brand affinity
-Encourages potential consumers

60% felt more positive about brands
Source: Stern 2006
What is Product Placement?
Early examples
Practice
Conclusions
Product Placement in the Media
Money Matters
Lady Gaga's Product Placement
Poker Face
Paparazzi
Love Game
Campari
Eh Eh ( Nothing Else I Can Say)
Baby G Watches
Bwin
Neuro Sport Drink
Full transcript