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Transcript of Product Placement
Andrea & Ryan
Any incorporation of
range of media
what is it?
The rise of
At the MOVIES
Strong history in product placement, as with Film.
Disconnect between commercial breaks and programming.
Contribution and clarification through product placement.
Reality television content funded by and bombarded with commercial partners.
IN VIDEO GAMES
A participative audience.
Unlocking potential and understanding restraint.
User generated content.
Ramifications for the Future
Restrictions due to financial leveraging.
Entertainment homogeneity due to brand association.
Erosion of original idea / brand hijacking.
Globally: Research and investigation into product placement affects both rationally and subconsciously.
Australia: Implement some form of ethical code of conduct for product placement.
Ethical practice to keep product placement in check.
Healthy future for the industry, potential for remarkable innovation.
Post-modern influences, such as heavy focus on visual themes, cluttered content.
Not just increasing also diversifying.
Now weaving the advertising into the content.
Can voice things advertising may not be able to.
Branded Entertainment: The integration of advertising into entertainment content. Co-creation and collaboration between entertainment, media and brands.
Australians love cinema!
Popularity of product placement in film following ET.
Often 'Quid Pro Quo' trades made between brands and filmmakers.
Viewers ages 15-34 are most receptive.
Product placement becoming the norm for younger generations.
Poor integration will prompt negative attitudes from viewers.
Companies frequently using online platforms and social media to gain exposure.
Weaving products into blog posts.
Can reach niche markets through specific blogs.
Particularly cost effective for brands.
Consumers more likely to trust promotional messages when they come from bloggers & not advertisers.
Consumers are not necessarily aware that the brand reference they see has a promotional motive.
No dialogue between advertisers and consumers.
Children are vulnerable to placement - capable of brand recall but without a developed sensitivity to subtle promotion.