Effectiveness of Product Placement

8/19/2019 Effectiveness of Product Placement

1/34

1

EFFECTIVENESS OF PRODUCT PLACEMENT

IN MOVIES AND TELEVISION

Submitted in partial fulfilment of the requirements for the award of the Degree of Bachelor of

Commerce (REGU!R" of Christ Uni#ersit$ during the $ear %&1' 1)

B$

Ran*ani Chandrase+aran

(1%1&11,"

Under the guidance of

-s. !nusha Srini#asan /$er0 -B!0 -.2/

!ssistant rofessor0

Christ Uni#ersit$

Department of Commerce

Christ Uni#ersit$

Bangalore ),&&%3


2/34

%

CERTIFICATE

4his is to certif$ that the ro*ect submitted b$ Ms. Ranjani Chandrasekaran on the title

Effectieness !f Pr!d"ct P#ace$ent in M!ies and Te#eisi!n% is a record of pro*ect wor+

done b$ her during the academic $ear %&1'1) under m$ guidance and super#ision in partial

fulfilment of the requirements for the award of the Degree of Bachelor of Commerce of

Christ Uni#ersit$0 Bangalore. 4his pro*ect has not been submitted for the award of an$

degree0 diploma0 associateship or fellowship or an$ other title in this Uni#ersit$ or an$ other

Uni#ersit$.

lace5 Bangalore (6ame and Signature of the Guide"

Date5 -s. !nusha /$er


3/34

7

A&STRACT

4his stud$ is based on one of the ad#ertising strategies called product placement that has

been used in different +inds of media li+e mo#ies0 tele#ision shows0 #ideo games0 mobile

applications0 etc. /t focuses on the effecti#eness of product placement0 from its earlier $ears

till now0 in the conte8t of mo#ies and 49 shows onl$ and how it affects sales or retention

#alue of the brand ad#ertised through such a strateg$. /t also loo+s into the factors a compan$

considers while appl$ing such a strateg$ in both mo#ies and 49 shows and also the after

effects of unpaid product placements.

4he methodolog$ used in the stud$ is purel$ secondar$ in nature acquired through databases

on the internet. Different +inds of websites0 research papers published online0 blogs and e#en

eboo+s were referred to gather information to not *ust frame ob*ecti#es0 but also answer them.

4he anal$sis is done using information collected through such sources and is put together to

achie#e the ob*ecti#es of this research to reach a final conclusion.


4/34

'

AC'NO(LED)EMENT

/t is usuall$ people whom we than+ for the help the$ ha#e gi#en us in what we ha#e

accomplished. But in this case0 / would li+e to than+ not *ust people0 but also something that

pro#es itself to be e8emplar$ in not *ust helping me0 but e#er$one of m$ generation.

/t is none other than the Internet that has helped me plough through tons of information and

select onl$ what / need and help me understand what / am stud$ing. /t is a tool0 a guide and a

superhero and / +now it:ll be there for me e#en when /:m sitting in m$ class.

6ow for the people0 / am grateful for ha#ing a brother who has done enough thesis and

research to critique and question the topics / ha#e chosen and guide me through the process

of writing a research paper not *ust to inform but also0 to impress.

!nother pillar of support for me is m$ father with his $ears of e8perience in ad#ertising who

not *ust ga#e me information that e#en the internet doesn:t +now0 but also helped me to

finall$ settle on a topic worth stud$ing and informing about.

4he superwoman in e#er$one:s li#es and in mine too0 m$ mother, who pushed me into doing

something worthwhile when /:m la;ing around0 who ga#e me a cup of coffee when m$ e$es

couldn:t sta$ up and who let me +now that no matter what / do0 she:d lo#e it.

ast but not the least0 / am than+ful to m$ teachers who ga#e me perfect guidelines and strict

as the$ were0 let me +now that an$thing is possible. 4hrough this paper0 / would li+e to show

them that / will gi#e them more than what the$ e8pect.


5/34

)

TA&LE OF CONTENTS

1. ist of /mages and figures pg ,%. Chapter 1 /ntroduction pg <7. Chapter % iterature Re#iew pg 1%'. Chapter 7 Research -ethodolog$ pg 1=

7.1 Research >b*ecti#es pg 13 7.% -ethodolog$ pg 13 7.7 Significance of the stud$ pg 13%17.' >perational Definitions pg %1

). Chapter ' !nal$sis and /nterpretation pg %% '.1 ?ood and Drin+ pg %7%' '.% u8ur$ Brands pg %,%=

'.' Digital Brands pg 7&71,. Chapter ) ?indings and Conclusion pg 7%


6/34

,

LIST OF IMA)ES AND FI)URES

Na$e !f I$a*e !r Fi*"re Pa*e N"$+er

The fact!r, !f the L"$i-re &r!thers =

FedE in the $!ie /Cast A0a,1 =

)!!*#e1s i$2#icit dis2#a, in /The

Interie01

1&

Fanta and &"d0eiser as characters1

drinks.

1&

3!"rna#s and 2"+#icati!ns fr!$ aa+ri.c!$ 1%

A Research 2a2er !n Pr!d"ct P#ace$ent 1%

Internet $!ie Data+ase4 i$d+.c!$ 1'

Adertisin* A*e4 ada*e.c!$ 1'

&rands and fi#$s4 +randsandfi#$s.c!$ 1'

TUA(4 The Un!fficia# A22#e (e+#!* 1,

The Te#e*ra2h 1,

S#ideshare.c!$ PPTs 1,

TV% M!ies 5 f#"ct"ati!n in res"#ts 1=

Retenti!n !f c!ns"$ers %&

Un2aid 2r!d"ct 2#ace$ent %&

Pri$ar, and Sec!ndar, Research %&

A$erican Id!# %%

A"diti!n R!!$ !f A$erican Id!# %%

The 3"d*es !f A$erican Id!# 0ith C!ca

C!#a

%%

6ershe,1s Reeces Pieces and E.T789:;< %'

Sa!ir +eds and )!ne )ir#7;=8>< %,A22#e eer,0here %=

&reakin* &ad and &a+, "e 7&


7/34

<

Cha2ter 8 ? INTRODUCTION

roduct placement is an ad#ertising strateg$ that has onl$ recentl$ been noticed but has been

around for more than 1&& $ears. >ne of the man$ definitions of product placement @roduct

placement is the purposeful incorporation of commercial content into noncommercial

settings0 that is0 a product plug generated #ia the fusion of ad#ertising and

entertainment.A(illiams0 etros+$0 2ernande;0 age".

/t is an ad#ertising technique used b$ companies to subtl$ promote their products through a

nontraditional ad#ertising technique0 usuall$ through appearances in film0 tele#ision0 or other media. roduct placements are often initiated through

an agreement between a product manufacturer and the media compan$ in which the media

compan$ recei#es economic benefit. ! compan$ will often pa$ a fee to ha#e their product

used0 displa$ed0 or significantl$ featured in a mo#ie or show. (hat is roduct lacement"

/nstead of e8plicitl$ showing the product through an ad#ertisement or poster0 the product is

inserted in the mo#ie or 49 show or an$ other entertainment media through the character or

the stor$line. ?or e8ample0 it becomes the protagonist:s fa#ourite food or drin+0 it is a place

li+e a restaurant or bar where the crime scene happens or it *ust pops out of nowhere and has

no important role to pla$.

4he first concept of product placement was in the mo#ie a sortie des usines umire in

the 13&&s where the umire brothers launched their in#ention on the mar+et and in doing

this0 un+nowingl$0 ga#e life to the first case of film product placement when their factor$ was

in the bac+ground as a part of the set for the e8it of the wardens. But the first true product

placement was in 13=% in Ste#en Spielberg:s FE.45 E8traterrestrial: mo#ie where 2ershe$:s

uses its cand$ to lure the alien out. ost 133&s Because of drop in tic+et sales prices and o#er

thetop film budgets0 mo#ie e8ecuti#es began to rel$ on product placement as a wa$ to

support the struggling film budgets. (wC 6etwor+"

http://www.businessdictionary.com/definition/advertiser.htmlhttp://www.businessdictionary.com/definition/technique.htmlhttp://www.businessdictionary.com/definition/company.htmlhttp://www.businessdictionary.com/definition/company.htmlhttp://www.businessdictionary.com/definition/promote.htmlhttp://www.businessdictionary.com/definition/promote.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/appearance.htmlhttp://www.businessdictionary.com/definition/film.htmlhttp://www.businessdictionary.com/definition/film.htmlhttp://www.businessdictionary.com/definition/operations-research-OR.htmlhttp://www.businessdictionary.com/definition/media.htmlhttp://www.businessdictionary.com/definition/agreement.htmlhttp://www.businessdictionary.com/definition/agreement.htmlhttp://www.businessdictionary.com/definition/agreement.htmlhttp://www.businessdictionary.com/definition/manufacturer.htmlhttp://www.businessdictionary.com/definition/manufacturer.htmlhttp://www.businessdictionary.com/definition/receive.htmlhttp://www.businessdictionary.com/definition/receive.htmlhttp://www.businessdictionary.com/definition/economic-benefit.htmlhttp://www.businessdictionary.com/definition/economic-benefit.htmlhttp://www.businessdictionary.com/definition/pay.htmlhttp://www.businessdictionary.com/definition/pay.htmlhttp://www.businessdictionary.com/definition/fee.htmlhttp://www.businessdictionary.com/definition/fee.htmlhttp://www.businessdictionary.com/definition/fee.htmlhttp://www.businessdictionary.com/definition/technique.htmlhttp://www.businessdictionary.com/definition/company.htmlhttp://www.businessdictionary.com/definition/promote.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/appearance.htmlhttp://www.businessdictionary.com/definition/film.htmlhttp://www.businessdictionary.com/definition/operations-research-OR.htmlhttp://www.businessdictionary.com/definition/media.htmlhttp://www.businessdictionary.com/definition/agreement.htmlhttp://www.businessdictionary.com/definition/manufacturer.htmlhttp://www.businessdictionary.com/definition/receive.htmlhttp://www.businessdictionary.com/definition/economic-benefit.htmlhttp://www.businessdictionary.com/definition/pay.htmlhttp://www.businessdictionary.com/definition/fee.htmlhttp://www.businessdictionary.com/definition/advertiser.html


8/34

=

4he factor$ of the umire Brothers in the mo#ie a sortie des usines umire

?edE8 in the mo#ie FCast !wa$:


9/34

3

But now0 product placement has been growing faster than e#er with companies spending

hundreds of millions in a mo#ie or a 49 show or e#en in #ideo games and mobile

applications. 4he reason for that is *ust that e#er$one has access all o#er the world for an$

mo#ie or game or 49 show the$ want to watch or pla$ than+s to the growth in electronic

communications.

4his stud$ focuses onl$ in mo#ies and 49 shows and what factors are considered while

placing the product b$ the compan$ and also what results does such placement gi#e. Since

foreign mo#ies can be easil$ accessed resulting in a larger audience0 product placement has

been easier than creating a separate ad#ert for the product.

-o#ies create an impact but for a shorter period of time while 49 shows are e8tended and

helps in retaining the brand in one:s mind. But0 in#esting in a mo#ie is cheaper than a 49

show that goes on for months or e#en $ears. -o#ie and 49 product placements are different

but the$ both are effecti#e0 in their own wa$.

Based on the ob*ecti#es that need to be achie#ed0 this stud$ is designed to loo+ at product

placement for a #ariet$ of products0 specificall$ four5 food and drin+0 lu8ur$ brands and

digital brands through mo#ies and 49 shows.

6ot onl$ are the product categories different0 the companies these products belong to are also

different. Under each product categor$ one or two e8amples will be ta+en but from different

companies. 4he stud$ is not comparing these products based on how it is displa$ed in a

mo#ie and a 49 show but *ust aim at achie#ing the ob*ecti#es of the stud$ (which will be

mentioned later" no matter which compan$ or product or media it is.

4he research is secondar$ in nature and the sources are all from online databases where

information un+nown to la$men as to the effecti#eness of such product placements can be

+nown onl$ through the insider of a compan$. 4his stud$ shows numbers that are essential to

focus but0 onl$ on gi#ing an answer to the questions as+ed in the form of ob*ecti#es.


10/34

1&

Google:s implicit displa$ in the mo#ie F4he /nternship:

?anta and Budweiser as a part of the characters: choice of drin+s.


11/34

11

4he secondar$ sources are not *ust research papers written b$ other researchers but also0 news

articles0 *ournals0 case studies0 specific websites for information and random websites for

images. 4he #alidit$ of such sources is through who has gi#en the information to these

sources in terms of numbers li+e sales figures0 etc.

!nother wa$ to #alidate such sources in terms of opinion can also be through the number of

Fli+es: such an article or blog or report has recei#ed or the number of F#iews: to see its

significance in case of #ideos. ?or mo#ies it is usuall$ the ratings the$:#e recei#ed through

websites meant onl$ for that. /n such websites the distribution of population for each rating is

also gi#en.

hen a news article0 for e8ample0 quotes what a compan$:s mar+eting personnel said about

the result of a certain product placement0 it can be considered as a #alid source. 4he #alidit$

of such sources is not eas$ to recogni;e because of the nature of the information. 4he sales

results include profits from all strategies used and it is hard to apportion a specific amount to

product placement0 e#en b$ the compan$.

!ll of these numbers are onl$ required for paid product placement. Unpaid product placement

has no need for figures and results0 but that doesn:t mean it does not ha#e an$ effect on the

compan$:s sales or image or e#en the product:s retention #alue.

Regardless0 coming to a conclusion as to the effecti#eness of product placement is more of a

qualitati#e and not quantitati#e sub*ect and *ust #isuall$ showing the strateg$ through a

picture can gi#e a fair idea of its purpose0 e#en if it is opinionated.


12/34

1%


13/34

17

Cha2ter ; ? LITERATURE REVIE(

4his research is done using onl$ secondar$ sources that are alread$ published. 4he sources of information are retrie#ed from online databases which include research papers0 *ournals0

websites0 online news articles0 maga;ine websites0 case studies0 blogs written b$ indi#iduals

in websites0 oweroint resentations in educational websites0 eboo+s0 etc.

4he written information is to substantiate what is represented in the #isual information as

product placement of an$ product b$ an$ compan$ in an$ +ind of media can be show and

understood onl$ through images0 snapshots or screenshots.

4he images are retrie#ed from websites that either belongs to the compan$ of the product

placed0 websites dedicated to mo#ies or 49 shows0 articles or e#en websites that are

educational in nature while e8plaining an$ product placement e8amples and websites that are

dedicated to ad#ertising strategies or de#oted *ust to product placement in an$ +ind of media.

>nline news articles0 *ournals0 case studies0 blogs also ser#e as a good source for images but

the same can be found in an$ of the abo#e stated sources in more detailed form or high

qualit$ in nature or sometimes0 *ust bigger and more substantial than these sources.

4he sources mentioned abo#e that were used to suppl$ information to this stud$ is listed

below5

Research Pa2ers4 Research papers written b$ scholars0 e8perts or indi#iduals that are

published in *ournals ha#e been used as a source to understand the concept of product

placement0 the effect differences in mo#ie and 490 the ad#antages0 disad#antages of product

placement0 the ethical issues and e#en the histor$ of product placement.

Some of them are roduct placement effecti#eness5 re#isited and renewed b$ authors from

California State Uni#ersit$ and Southern Connecticut State Uni#ersit$ and ractitioners:

E#ol#ing 9iews on roduct lacement Effecti#eness b$ authors from Uni#ersit$ of !r+ansas

and Uni#ersit$ of 6orth Carolina.


14/34

1'


15/34

1)

(e+sites4 4here are man$ +inds of websites that need to be loo+ed into in terms of the +ind

of information we need. 4here are three specific websites that focus on mo#ies and 49 shows

and product placement in such media. 4hese websites are dedicated to either the medium or

the ad#ertising strategies. 4he websites of such sort that was mainl$ referred to were

/-Db.com (/nternet -o#ie Database"0 adage.com (!d#ertising !ge" and brandsandfilms.com

(Brands and ?ilms".

Ma*a@ine (e+sites4 >nline access to maga;ines that are related to mo#ies and 49 or

!d#ertising or business in general is used to get articles relating to an$ recent news about a

product placement. 6amel$5 Rolling Stones0 9ariet$ and Business /nsider are used to get not

*ust information but also images and numbers.

Case st"dies% PPTs and e+!!ks4 ! more educational source of information that is more

general in nature and is usuall$ opinionated as it is written in an indi#idual:s perspecti#e. 4he

image sources are not as good as websites but #alid and unpredictable information can be

found in some of these sources. 4he educational websites are +nowthis.com and

businessdictionar$.com. ?or case studies wi+ispaces.com and pwc.com are used. ?or 4s0

slideshare.com is used and for eboo+s0 Google eboo+s are used.

On#ine Ne0s Artic#es4 6ews channels ha#e their own websites and there are some websites

that are meant onl$ for news. 4hese websites are either general in nature or focus onl$ on

business0 or the affairs of onl$ one countr$. Such websites gi#e information that is gathered

b$ *ournalists and the information is reliable and the images are helpful. /t is also best suited

for current affairs regarding an$ news which includes product placement and the media.

-an$ news websites ha#e been referred to0 mainl$5 businesswee+.com0 theguradian.com0

brandchannel.com0 dail$infographic.com and telegraph.co.u+.

!*s4 Blogs are mostl$ written b$ indi#iduals who are *ust interested in the sub*ect and are

not e8perts. 4heir #iews are usuall$ opinionated and no bac+ground research is done. But0 it

does ser#e as second hand information for ideas as to what to loo+ for and where and helps

+eeping trac+ of what the common man thin+s about an$ ad#ertising strateg$. 4U!(4he

unofficial !pple eblog and wC were referred to for information.


16/34

1,


17/34

1<

6ot all the information used from some of these sources is cited in this stud$ as the$ pro#ide

the information required to go and loo+ at what this stud$ reall$ requires. /t more or less

pro#ides the specifics and further sources cited in it which is used to gather information and

cite it here.

Re#iew of literature0 especiall$ online0 has pro#ed to be informati#e in all aspects0 no matter

how #ague the question might be. 6ot *ust that0 online sources of literature e#en if it is *ust

images0 ha#e also pro#en to be inspiring. /t helps in gi#ing us more and more related lin+s for

articles0 blogs0 websites0 images or an$thing that is related to the sub*ect that ma+es this stud$

so much more easier and creati#e. /t might be *ust because of +e$words0 but it has a powerful

impact.

>nline sources ha#e no Fspecific population0: no boundaries0 no restrictions and definitel$ no

limits to the e8tent of information it will gi#e $ou. 4hat is a huge ad#antage o#er primar$

research which does not ha#e such benefits. 4here are also no calculations that need to be

made0 especiall$ because the insiders of the compan$ ha#e alread$ made it and presented it to

somewhere in the endless information on the internet. !ll that needs to be done is find it and

put it together to come to a conclusion.


18/34

1=

Cha2ter B ? RESEARC6 MET6ODOLO)


19/34

13

4his chapter is di#ided into four parts namel$0 research ob*ecti#es0 the methodolog$ used0

significance of this stud$ and operational definitions of some of the concepts used. 4he most

important of them all0 is of course0 the research ob*ecti#es5 the focus of this stud$. 4he

methodolog$ gi#es information about how information was acquired and for those who are

not well aware of mar+eting and its strategies0 the operational definitions and significance of

the stud$ is quite important.

B.8 ? RESEARC6 O&3ECTIVES4

4he ob*ecti#es of this stud$ can be classified into three areas of focus or basicall$0 three

questions0 namel$5

1. hile placing a product in a mo#ie or a 49 show0 does the sales of the product or its

retention #alue in the consumer:s mind increase%. hat do companies consider while placing a product in a mo#ie or a 49 show7. Do unpaid product placements cause an$ impact in the product:s image or sales

B.; MET6ODOLO)

!s mentioned pre#iousl$0 the methodolog$ is the tools and tactics used to find the

information we need. 4he sources of information for this stud$ are purel$ secondar$ in

nature. >nl$ online databases ha#e been used to not *ust get information but also #alidate

such information. 4he$ are all literature re#iew it is *ust that literature in this case co#ers

#arious forms (as mentioned in Chapter % H /4ER!4URE RE9/E".

B.B ? SI)NIFICANCE OF T6E STUD

4his stud$ onl$ focuses on two forms of media5 -o#ies and 4ele#ision as these two media

forms are the most popular and eas$ to capitali;e on. 4he$ are also more accessible across the

globe than+s to the internet. 4his stud$ also loo+s into unpaid product placements which is

something not man$ focus on especiall$ on what impact it has on the compan$ whose


20/34

%&

product *ust got attention in either a good or bad wa$. Sales is an ob#ious factor that needs to

be considered but retention #alue is something qualitati#e and hard to measure. But0 that too

will be answered in this stud$. ?inall$0 when companies place a product in either media0 there


21/34

%1

are some factors that need consideration what factors and where will be addressed in this

stud$.

B.> ? OPERATIONAL DEFINITIONS

Pri$ar, Research4 hen mar+eters conduct research to collect original data for their own

needs it is called primar$ research. 4his process has the mar+eter or someone wor+ing for the

mar+eter designing and then carr$ing out a research plan. rimar$ research is collected in a

research @instrumentA designed to record information for later anal$sis. -ar+eting

researchers use man$ t$pes of instruments from basic methods that record participant

responses to highl$ ad#anced electronic measurement where research participants areconnected to sophisticated equipment. (hat is rimar$ Research"

Sec!ndar, Research4 ?inding information from thirdpart$ sources such as mar+eting

research reports0 compan$ websites0 maga;ine articles0 and other sources. But in actualit$ an$

information pre#iousl$ gathered0 whether from sources e8ternal to the mar+eter or from

internal sources0 such as accessing material from pre#ious mar+et research carried out b$ the

mar+eter:s organi;ation0 old sales reports0 accounting records and man$ others0 falls under

the heading of secondar$ research. (hat is Secondar$ Research"

Un2aid Pr!d"ct P#ace$ent4 hen the product is placed in an$ media but without the

compan$ pa$ing for it. /t is a Fno mone$ in#ol#ed: transaction. But0 that does not mean there

are no after effects in the brand:s sales or retention #alue after such placement.

Retenti!n Va#"e !f a Pr!d"ct4 Customer retention is the acti#it$ that a selling organi;ation

underta+es in order to reduce customer defections for its products. Successful

customer retention starts with the first contact an organi;ation has with a customer andcontinues throughout the entire lifetime of a relationship. hen retention creates a monetar$

benefit0 a #alue can be attached to it.


22/34

%%

!merican /dol 4he !udition room of !merican /dol

4he *udges with Coca Cola cups openl$ displa$ed


23/34

%7

Cha2ter > ? ANALSIS AND INTERPRETATION

4his chapter is also going to be di#ided into three categories and these categories are nothing

but different t$pes of products namel$5 food and drin+s0 lu8ur$ brands and digital brands.

Each categor$ will ha#e different brands and how the$ wor+ed (or didn:t" in product

placement.

>.8 ? FOOD AND DRIN'S

C!ca C!#a in A$erican Id!#4 4he smash realit$ series showcases wannabe pop stars

competing for a record deal b$ crooning for *udges0 including0 most entertainingl$0 the acid

tounged Simon Cowell0 who departed the show in %&1& after ser#ing nine seasons. 4he

*udges re#iew a performer:s talent (or lac+ thereof"0 and athome #iewers then #ote for their

fa#ourite potential star. 4he show helps launch the careers of such artists as Iell$ Clar+son0

Carrie Underwood0 Jennifer 2udson and !dam ambert. remiered5 June 110 %&&%.

(!merican /dol 49 Show"

Coca Cola became the sponsorer for !merican /dol in#esting about K'3.1 million in %&1%. /n

%&1'0 it spent about K1,.7 million according to Iantar0 a trac+er of ad spending. But0 Coca

Cola departs as -adison !#enue has noticeabl$ cut its support of @!merican /dol0A a programthat holds a significant place in the medium:s histor$ but which has suffered significant

ratings declines. CocaCola:s disclosure surfaces *ust wee+s before @!merican /dolA is set to

launch its 1'th season on ?o8 in Januar$.

?o8 has alread$ said it intends to air fewer episodes of the show0 a signal the program can no

longer carr$ the networ+ as it has in past $ears0 when it too+ up two nights each wee+. 4he

show:s %&1' finale was seen b$ 1&.1 million #iewers0 according to 6ielsen0 a decrease of

%


24/34

%'


25/34

%)

6ershe,1s Reese1s 2ieces in E.T.789:;


26/34

%,

4he scene in Gone Girl with a Sa#oir bed.


27/34

%<

>.; ? LUUR &RANDS

Sa!ir &ed in )!ne )ir# 7;=8>


28/34

%=

Inter2retati!n H 4his mo#ie was a success with its >scar nomination (/-Db" that definitel$

increased the audiences who saw the beautiful bed displa$ed so well in the mo#ie with the

characters praising it. E#en here0 the one who sleeps on it murders the other character on the

bed but that disturbance didn:t rupture sales0 as Sa#oir recei#ed %&L more traffic and sales

increase.

!pple in both -o#ies and 49 shows.


29/34

%3

A22#e Pr!d"cts in a#$!st a## sh!0s and $!ies4 >ne thing e#er$bod$ would notice is that

in mo#ies that ha#e a lot of Fdigital wor+: to do and if the characters are rich0 businessli+e0

the t$pical instrument in their hands0 whether phone or tab or laptop is !pple.

!pple re#ealed one of its biggest mar+eting secrets in federal court5 4he compan$ relies

hea#il$ on free product placement in tele#ision shows and mo#ies. !nd !pple has a

fascinating histor$ of product placement0 which it doesnQt li+e to tal+ about.

!ppleQs mar+eting chief0 hil Schiller0 said that >ne of !ppleQs emplo$ees wor+s closel$

with 2oll$wood on socalled product placement so its gadgets are used in mo#ies and

tele#ision shows. E#en though !pple has announced again and again that it doesnQt pa$ for

spots0 !pple products appeared in =31 49 shows in %&11 alone.

http://www.businessinsider.com/apples-biggest-marketing-secret-just-got-revealed-in-federal-court-2012-8http://www.businessinsider.com/blackboard/applehttp://www.businessinsider.com/blackboard/applehttp://www.sfgate.com/technology/article/Marketing-chief-gives-glimpse-into-Apple-3761800.phphttp://www.sfgate.com/technology/article/Marketing-chief-gives-glimpse-into-Apple-3761800.phphttp://www.washingtonpost.com/wp-dyn/content/article/2006/04/14/AR2006041401670.htmlhttp://www.washingtonpost.com/wp-dyn/content/article/2006/04/14/AR2006041401670.htmlhttp://www.dailytech.com/article.aspx?newsid=24679http://www.businessinsider.com/apples-biggest-marketing-secret-just-got-revealed-in-federal-court-2012-8http://www.businessinsider.com/blackboard/applehttp://www.sfgate.com/technology/article/Marketing-chief-gives-glimpse-into-Apple-3761800.phphttp://www.washingtonpost.com/wp-dyn/content/article/2006/04/14/AR2006041401670.htmlhttp://www.washingtonpost.com/wp-dyn/content/article/2006/04/14/AR2006041401670.htmlhttp://www.dailytech.com/article.aspx?newsid=24679


30/34

7&

!ccording to &randchanne#0 iDe#ices were in '& percent of mo#ie bo8 office hits.

@!pple won:t pa$ to ha#e their products featured0 but the$ are more than willing to hand out

an endless amount of computers0 iads0 and ihones0A Ga#in olone0 who

produced &ombieland, 'urb (our Enthusiasm, and more0 told Businessweek . (Stampler0 ."

Inter2retati!n e can:t reall$ tell how much truth is in !pple:s word that the$ don:t pa$

for their product placements. But if the$ are appearing so often0 the$ reall$ would be bro+e if

the$ had to pa$ for e#er$ placement. hen the$ sa$ that !pple gi#es awa$ products that

might seem to ma+e more sense. So0 with such a humongous audience to its products0 its

consumer retention #alue would be e8tremel$ high as all the$ e#er see in most mo#ies or 49shows are !pple:s products to increase their remembrance0 which will definitel$ increase

sales0 e#en though there is no wa$ to find out how much sales the$ get onl$ because of

product placement.

http://www.brandchannel.com/features_effect.asp?pf_id=535http://www.businessweek.com/articles/2012-05-10/apple-the-other-cult-in-hollywoodhttp://www.businessweek.com/articles/2012-05-10/apple-the-other-cult-in-hollywoodhttp://www.businessweek.com/articles/2012-05-10/apple-the-other-cult-in-hollywoodhttp://www.businessweek.com/articles/2012-05-10/apple-the-other-cult-in-hollywoodhttp://www.businessweek.com/articles/2012-05-10/apple-the-other-cult-in-hollywoodhttp://www.businessweek.com/articles/2012-05-10/apple-the-other-cult-in-hollywoodhttp://www.brandchannel.com/features_effect.asp?pf_id=535http://www.businessweek.com/articles/2012-05-10/apple-the-other-cult-in-hollywoodhttp://www.businessweek.com/articles/2012-05-10/apple-the-other-cult-in-hollywoodhttp://www.businessweek.com/articles/2012-05-10/apple-the-other-cult-in-hollywood


31/34

71


32/34

7%

>.B ? DI)ITAL &RANDS

&reakin* &ad1s endin* s!n* /&a+, "e14 ! chemistr$ teacher diagnosed with a terminal

lung cancer0 teams up with his former student0 Jesse in+man0 to coo+ and sell cr$stal meth.

(/-Db".

9ince Gilligan personall$ selected Bab$ Blue b$ Badfinger as the song to be pla$ed during

the seriesQ final scene0 despite numerous ob*ections from his music team. 4he song was

purchased from i4unes o#er )0&&& times the night of the finaleQs initial broadcast and re

entered the Billboard charts more than '& $ears after it was first released.

Bab$ Blue0 the memorable 13h0 / get it now0Q Golubi continues. 4his is a lo#eaffair

stor$ of alt and his lo#e of science0 and this was his greatest product H his greatest triumphas a chemist. /t wasnQt about alter hite as a criminal or a murderer or an awful person. /t

was him ending on his own terms. /t felt creati#el$ right.(Inopper0 S."

Inter2retati!n ? Brea+ing Bad was an e8tremel$ popular show with its dar+ humour and

intelligent plot and of course0 its multiple Emm$ wins and nominations. But in the last scene

of the last episode a song so apt and lo#el$ pla$s that after '& $ears the song came to number

one position in the charts. 4he song was a choice of the creator of the show and not paid for

b$ the song:s creators Badfinger. 4herefore0 since the l$rics were so apt for the scene and the

music so lo#el$ with millions of people listening to it0 it:s no surprise that e#en the sales went

up.

http://www.rollingstone.com/music/videos/flashback-breaking-bad-immortalizes-badfingers-baby-blue-20130930http://www.rollingstone.com/music/videos/flashback-breaking-bad-immortalizes-badfingers-baby-blue-20130930http://www.rollingstone.com/music/videos/flashback-breaking-bad-immortalizes-badfingers-baby-blue-20130930http://www.rollingstone.com/music/videos/flashback-breaking-bad-immortalizes-badfingers-baby-blue-20130930http://www.rollingstone.com/music/videos/flashback-breaking-bad-immortalizes-badfingers-baby-blue-20130930http://www.rollingstone.com/music/videos/flashback-breaking-bad-immortalizes-badfingers-baby-blue-20130930


33/34

77

Cha2ter ? FINDIN)S AND CONCLUSION

4he ob*ecti#es ha#e been answered with the abo#e e8amples that we:#e been discussing and

this is what / found5

1. Sales and retention #alue definitel$ increases with product placement in both mo#ies

and 490 but a lot of resources is required as it is e8pensi#e.%. 4he plot and the product should go hand in hand to get the best results in terms of

sales or e#en popularit$.7. But0 the image that the character or stor$ portra$s0 whether good or bad0 does not

decrease the sales or create a bad image for the product that is placed in such a show.

4herefore conte8t is not alwa$s important.'. /f more recognition is required0 the 49 show or mo#ie should be worthwhile i.e.0 it

should ha#e good #iewership or good ratings for the consumers to want the product.). E#en unpaid product placements are worth it.

/ conclude that product placement is a #er$ good strateg$ and it should be carefull$ dealt with

as it is e8pensi#e but the results will definitel$ be good for the brand and the compan$.


34/34

7'

&I&LIO)RAP6

1. illiams0 I.0 etros+$0 !.0 2ernande; E.0 age R. roduct placement effecti#eness5

Re#isited and renewed.(n.d.". *ournal of +anagement and +areting esearch, 1%'.Retrie#ed from http5www.aabri.commanuscripts1&

Date post:	07-Jul-2018
Category:	Documents
Upload:	ranjani-chandrasekaran
View:	227 times
Download:	0 times

Effectiveness of Product Placement

Documents