Product Placement Essay

6342 words - 25 pages

In 1982, Mars Candy, the maker of M&Ms, passed on probably the greatest opportunity of a lifetime ? they let Steven Spielberg give Hershey?s Reese?s Pieces candies, instead of M&Ms, to E.T. Due to the huge box office success of the movie, sales for Reese?s Pieces shot up 65%, establishing product placement as a viable marketing tool. As other companies sought to mirror Hershey?s success, product placement grew increasingly popular and ever more prevalent in both film and television.What is Product Placement Product placement refers to the advertising of brand-name goods by inserting them into either film or television shows. The goals of these placements are to increase brand awareness, influence viewers? beliefs about certain products, and alter their purchasing behaviors in a favorable manner. There are three types of product placement, which refer to the means through which products appear in film and television. The first method involves companies providing their products to feature film and television producers at no charge for the sole purpose of exposing the product to a mass audience. This method accounts for almost half of all product placements. The second type is back-end promotion, which entails corporations with massive promotional budgets utilizing corporate tie-ins with other companies, such as fast-food restaurants. The third type of product placement requires a fee to be paid to production companies in order for their products to be shown in the film or television program. Product placement agencies were created for this sole purpose (McGuire, 2001). Of all three forms of product placement, back-end promotions are the most lucrative for both marketers and filmmakers, primarily due to the double exposure each party gains by temporarily tying their products together in the minds of consumers. A recent example of back-end promotion would be Taco Bell offering Star Wars: Episode I posters at its store locations to promote the movie.Evolution of the Industry Though E.T. was one of the first recognizable forms of product placement, the practice has been employed since the 1940s when De Beers used Hollywood celebrities to wear their diamonds in major motion pictures. From the 1950s, when James Dean used an Ace Comb in ?Rebel Without A Cause,? to AOL?s brand exposure in ?You?ve Got Mail,? product placement has become a tradition in modern cinema as well as a billion dollar industry (Marshall 2001). In fact, product placement has become so popular as a marketing device that in recent years, several agencies have been created for the sole purpose of uniting production companies with firms seeking to increase exposure of their products. While product placements in the 1940s and 1950s were more generic, and often times consumers could not distinguish certain brands, product placement today plays an increasingly integrated role in film and television. Brand names are highly visible and brand attributes are openly discussed by the...

Find Another Essay On product placement

The Potential of Product Placement Essay

1606 words - 6 pages center was product placement. Products are incorporated into the actual television show. Product placement in television and film affects the enjoyment of the viewer and distracts from the show’s content. Product placement is not new for media. The film, E.T., shows the children using Reese’s Pieces to lure the alien out of hiding. It is now being used more frequently to lure the viewer into purchasing. According to “New Trends in Product

The Influence of Movie Genre on Audience Reaction to Product Placement

1107 words - 4 pages The Influence of Movie Genre on Audience Reaction to Product Placement: The use of brand placements is quite evident in movies today. The success of some brands reporting a phenomenal sales increase may be partly dependent on the type of movie in which the brand is placed. Employing 200 university students, this paper examined the effects of movie genre on brand placement. Students completed a questionnaire after watching and evaluating one 30

Dissertation Proposal of An Analysis of the Strategies and Effort of Product Placement in Movies

2115 words - 8 pages Analysis of the Strategies and Effort of Product Placement in MoviesObject of analysisThe term of "product placement" is not a new concept, it has occurred in the 1920s and early 1930s(Balasubramanian, Karrh, and Patwardhan, 2006, pp115,116). According to Gupta and Gould(in Wenner, 2004, p103), product placement involves use of the certain brand or item's name, packaging, signage or other trademark in television or movies, with which to promote

FEMALE VS. MALE SHOPPERS AT MACY'S/ A Look At Product Placement And Consumerism At Macy's Department Stores

1051 words - 5 pages pick up an item for her significant other as she passes through.The placement of the mannequins must also be examined. Why are they placed in the locations that are? These mannequins, according to the store manager, are strategically placed near entry ways and escalators, around the store in order to lure customers into purchasing the clothes that are adorned. The mannequins relay to the customers which are "the hot items" of the season. Recent

Produnt Placement and Marketing

1308 words - 6 pages Product placement Product placement is one of the most important techniques in marketing especially in the past few years, where the media has played an essential role in forming people's opinion. As many people believe in all what they see because of the significant role of the media, product placement reaches its goals. However, the effectiveness of product placement varies according to numerous criteria, from how it is integrated to how

dissertation proposal

2115 words - 8 pages Analysis of the Strategies and Effort of Product Placement in MoviesObject of analysisThe term of "product placement" is not a new concept, it has occurred in the 1920s and early 1930s(Balasubramanian, Karrh, and Patwardhan, 2006, pp115,116). According to Gupta and Gould(in Wenner, 2004, p103), product placement involves use of the certain brand or item's name, packaging, signage or other trademark in television or movies, with which to promote

Business Paper

1321 words - 6 pages their child to be influenced negatively. Celebrity idols aren’t the only role models that have an effect on tweens. Peers affect tween’s consumer behaviour by influencing knowledge through pressures to conform (Clarke, Martin, & Bush, 2001). It has been found that 81% of girls use their friends and peers as a source to find the latest trends (Statistic Brain, 2012). Therefore, if product placement is utilized, the choice of modelling agents requires

Harvard Case: Launching The Bmw Z3 Roadster

1172 words - 5 pages Harvard Case: Launching the BMW Z3 Roadster James McDowell, vice president of marketing at BMW North America, Inc. must design Phase II communication strategies for the launch of the new BMW Z3 roadster. The program follows an “out-of-the-box’ pre-launch campaign centered on the placement of the product in the November 1996 James Bond movie, Golden Eye, and including other “non-traditional” elements such as a product appearance on Jay Leno’s

The four P's of Marketing

846 words - 3 pages product mix at each store. In Hispanic neighborhoods the product mix will be geared towards Hispanic customers. In beach cities the mix is geared towards a beach going crowd. The sales volume will determine quantities of product to be placed in the store.Not only is place used inside the stores, but it is used in deciding where to open new stores. Product placement inside the store is invaluable in increasing sales. Salty snack in the beer aisle or

Back to the Future Analysis Question: Choose a Blockbuster prior to 1995. Using a minimum of 500 words, provide a compelling argument as to why you believe this film has become a blockbuster

603 words - 2 pages it, such as this “Flux Capacitor Replica” would most likely appeal to hardcore sci-fi nerds, not just your average movie-goer. Notice the website is called ‘thinkgeek.com’. Here are more examples of the geeky merchandise available.There is also quite a large amount of product placement in this film. The most obvious is the time travelling DeLorean. Because the DeLorean is such a eccentric car, one could argue that this added

Branded Entertainment

2484 words - 10 pages marketing on television poses a problem for advertisers. Product placement is an old advertising tactic (Kalliny & Gentry, 2010, p. 5), however product placement is the basis for a somewhat new strategy that has acquired multiple names including hybrid advertising, “advertainment” (Kretchmer, 2004, p. 39), branded entertainment, brand convergence and lastly, product placement synergy. Instead of featuring products in the background, advertisers and

Similar Essays

Product Placement Essay

1465 words - 6 pages 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

Product Placement Essay

1405 words - 6 pages “We don't see things as they are, we see them as we are.” By Anais Nin. This quote represents how product placement plays a role in daily life of people. The quote describes how we see the world, as to what we see in others. People view life through their dreams, fears, and experience, “Product placement is when a company pays for its product to be featured on television or movie to increase or reinforce brand awareness.” Product placement in

Product Placement Essay

1945 words - 8 pages The culture that is prevalent in America is saturated with the commercials, images, and plugs for almost every consumer good available. It is so ingrained in to our culture that it often goes unnoticed by the conscious mind; that is not necessarily a good thing though, as that is one of the ways advertisers target consumers. Even the music industry has cashed in on the product placement with brand names embedded in songs, or even songs designed

Product Placement In Successful Films Essay

1936 words - 8 pages INTRODUCTION “The Worth of Product Placement in Successful Films: An Event Study Analysis” is a July 2009 article in the Journal of Marketing written by Michael A. Wiles and Anna Danielova. The article discusses the findings of an event study constructed to show the relationship of high grossing films of 2002 with the participating firms’ stock prices. HYPOTHESES The researchers discuss results from past research from other scholars