Product Placement

Powerful Essays
Introduction
Product placement can be considered a new marketing tool when associated within motion pictures and television. It can result in a more positive brand attitude when the product is associated with a character or group of characters that are preserved to be positive in the eyes of their audience. It is the intention of this study to look at the effects of product placement and it's use in combination with advertising and their effects on the target audience. This literature review is an attempt to view both sides of the controversial issue.
Problem Statement
The problem of this study is the effect of product placement, used as a marketing tool, in motion pictures, television, literature, Internet, and in games, and the effect that it has on particular product consumers.
Summary of Articles
Shinan Govani is a Toronto-based freelance writer whose work has appeared in George magazine. She was summarized in saying that products don't tarnish a movie; sometimes they enhance it. She justifies this by saying "…these products give movies an indelible imprint of realism. In real life, we eat, drink, wear, and drive brand name products. It's part of our typography." (Govani, 1999) She went on to comment, "Some may disparage this product treasure-hunt mentality, but it's something nearly all of us respond to. Even during the Clinton-Lewinsky saga - the year's most popular movie, according to Neal Gabler, author of "Life: The Movie" - we chuckled at mention of Monica's blue Gap dress or at Clinton taking a swig from a Diet Coke can during his grand jury testimony." (Govani, 1999) Was this planned, was this product placement… no it's real life.
David Bauder reported on the controversy and was quoted in saying, "The new technology isn't likely to replace regular commercials", he also reported that when it comes to television, "it's starting to get harder to tell when the ads end and the show begins". (Bauder, 1999) Bauder interviewed several experts



References: Bauder, David (1999, March 30). USA: New Technology Allows Product Placement to Be Added to TV Shows. Corp Watch. Buss, Dale (1998, June 22). A Product Placement Hall of Fame. Business Week: On-line Original. Retrieved October 8, 2001, from http://www.businessweek.com/datedtoc /1998/ 980622.htm. Buss, Dale (1998, June 22). You Ought to be in Pictures. Business Week: On-line. Retrieved on October 8, 2001, from http://www.businessweek.com/datedtoc /1998/ 980622.htm. Hellen, Nicholas and Nuki, Paul(1999, April 25). Product Placement and politics of advertising. Retrieved from http://www.bilderberg.org/product.htm Rothenberg, Randall (2001) Sellers, Dennis (1999, November 4). Faous People: GQ, Stanley Mouse, and product placement. MacCentral On-line. Retrieved from http://maccentral.macworld.com/news/9911/04.famous.shtml Weaver, D.T., & Oliver, M.B Wells, Melanie (2001, October 29)

You May Also Find These Documents Helpful

  • Powerful Essays

    Product Placement

    • 12581 Words
    • 51 Pages

    Research Product placement effectiveness: revisited and renewed Kaylene Williams California State University, Stanislaus Alfred Petrosky California State University, Stanislaus Edward Hernandez California State University, Stanislaus Robert Page, Jr. Southern Connecticut State University ABSTRACT Product placement is the purposeful incorporation of commercial content into noncommercial settings, that is, a product plug generated via the fusion of advertising and entertainment. While product placement…

    • 12581 Words
    • 51 Pages
    Powerful Essays
  • Good Essays

    Product Placement

    • 1019 Words
    • 5 Pages

    Product Placement According to the Encyclopedia Britannica, advertising is "the techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way to what is advertised." Advertising developed from word of mouth, signs on the streets, commercials on the radio and television, endorsements by celebrities, pop-ups on the internet, and now to the latest trend, product placement. Product placement is the…

    • 1019 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Product Placement

    • 1744 Words
    • 7 Pages

    Product Placement 's In Movies. Does It Work? Product Placement is an amazing marketing tool that marketers have utilized for quite a long time. Even though some may ague that it is still an innovative and clever way to promote a product, then there are those who also argue that product placement due to its expensive price tag associated with it is not really effective; well at least not as effective as the marketers expected due to the lack of memorization of the product in the movie to the…

    • 1744 Words
    • 7 Pages
    Powerful Essays
  • Powerful Essays

    Product Placement

    • 7587 Words
    • 36 Pages

    PRODUCT PLACEMENTS The Impact of Placement Type and Repetition on Attitude Pamela Miles Homer ABSTRACT: The global market for product placement, the practice in which firms pay to place branded products (e.g., brand name/logo, package, signage, other trademarks) in the content of mass media programming, has exploded. A pair of studies test two potential moderating factors that may help account for the lack of attitude change reported in past experimental studies of placement effects. Specifically…

    • 7587 Words
    • 36 Pages
    Powerful Essays
  • Powerful Essays

    Product Placement

    • 7460 Words
    • 30 Pages

    Product placement, or embedded marketing,[1][2][3][4] is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, the story line of television shows, or news programs. The product placement is often not disclosed at the time that the good or service is featured. Product placement became common in the 1980s. 1982 ET produced by Steven Spielberg featured Reese's Pieces. In April 2006, Broadcasting & Cable reported, "Two thirds of advertisers…

    • 7460 Words
    • 30 Pages
    Powerful Essays
  • Better Essays

    Product Placement

    • 10682 Words
    • 43 Pages

    Product placement, or embedded marketing, is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, the story line of television shows, or news programs. The product placement is often not disclosed at the time that the good or service is featured. Product placement became common in the 1980s. In April 2006, Broadcasting & Cable reported, "Two thirds of advertisers employ 'branded entertainment'—product placement—with the vast majority…

    • 10682 Words
    • 43 Pages
    Better Essays
  • Satisfactory Essays

    product placement

    • 302 Words
    • 2 Pages

    Project Development: Product Placement 1) For our focus group we would like to show a little extract of a movie or series ( Big Bang theory, James bond movie….).After that, we would like to do a tour question about product placement in general (Probing question, open ended questions): What do you think of this segment of the series? Have you seen it before? Did you notice any brand product in the segment? Which ones can you name? Do you own any of these products? And especially…

    • 302 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Product and Placement

    • 311 Words
    • 2 Pages

    Product placement dates back to the nineteenth century in publishing.[citation needed] By the time Jules Verne published the adventure novel Around the World in Eighty Days (1873), he was a world-renowned literary giant to the extent transport and shipping companies lobbied to be mentioned in the story as it was published in serial form. Whether he was actually paid to do so, however, remains unknown.[6] Product placement is still used in books to some extent, particularly in novels. Self-advertising:…

    • 311 Words
    • 2 Pages
    Satisfactory Essays
  • Better Essays

    Product Placement

    • 21109 Words
    • 85 Pages

    Product Placement placements in Movies and TV-shows Authors: Jens Abrahamsson Marketing Programme Niclas Lindblom Marketing Programme A study about Swedes attitude towards product Tutor: Examiner: Subject: Level and semester: PhD. Rana Mostaghel PhD. Pejvak Oghazi Marketing Bachelor´s esis, Spring 2012 Abstract Marketers have always been looking for alternative ways to reach the target population with their messages. One approach that has grown the last decades is product placement…

    • 21109 Words
    • 85 Pages
    Better Essays
  • Powerful Essays

    Product Placement

    • 1996 Words
    • 8 Pages

    By definition, product placement is the purposeful incorporation of a brand into an entertainment vehicle. (Reichert, 2008) The textbook calls this strategic placement of products in TV shows, movies, and other entertainment vehicles, a hybrid of traditional advertising. This suggests that not only is the product being promoted, but it is done in such a way that the audience may not even realize they are being sold to. It has been said to “epitomize the blurring of the lines between advertising…

    • 1996 Words
    • 8 Pages
    Powerful Essays