Media’s SMARTEST Advertising Form.

ProductPlacement:

Pritchett, Hanna. Coke. Digital image. Flickr. Yahoo!, 18 June 2010. Web. 19 Oct. 2016.

A Product Placement is:

An advertising technique used by companies to subtly promote their products through a non-

traditional advertising technique, usually through appearances in film, television, or other media.2

Pollock, Matt. You're Being Brainwashed to Buy Beats Speakers. Digital image. Music Mic. N.p., 25 Oct. 2014. Web. 21 Oct. 2016.

Product placements are often initiated

through an agreement between a product

manufacturer and the media company in which the media

company receives economic benefit. A company will often

pay a fee to have their product used, displayed, or

significantly featured in a movie or show.2 EXAMPLE

Bud Light

Sauer, Abe. Announcing the 2013 Brandcameo Product Placement Award Winners. Digital image. Brandchannel. Interbrand, 27 Feb. 2013. Web. 21 Oct. 2016.

“It can’t be used as a tank. It can’t be used to roll over zombies,” - David Matathia, Director of advertising at Hyundai.3

There’s usually guidelines set by the company that is paying for the placement, such as Hyundai’s preferences in their car placement in the

TV show The Walking Dead.

Kane, Colleen. "7 Signs America Has Gone Crazy for ‘The Walking Dead.’" Fortune. N.p., 11 Oct. 2015. Web. 22 Oct. 2016.

What makes Product

Placement great?

EXAMPLE 2Sony VAIO

IT’S SUBTLEFongang, Flavilla. "How Does Product Placement Work." 3 Colours Rule. N.p., 30 Sept. 2015. Web. 22 Oct. 2016.

The popular sitcom Modern Family aired an entire episode from the screen of a Apple Macbook, essentially rendering the episode as one large advertisement/instructional video for Apple.

Viewers are so in tune with the storyline, they

don’t notice they are being taught the features

of Apple’s software.The Geek Fu. Uber, Costco & the Modern Family - Science behind Product Placement. Digital image. The Geek Fu. N.p., 27 Apr. 2015. Web. 21 Oct. 2016.

A product can be flawlessly displayed and used in a storyline

in a natural way without any explanation:

Ant, C. The Top 7 Product Placements in Animated Films. Digital image. Laser Time. N.p., 13 Aug. 2013. Web. 21 Oct. 2016.

Product Placement is…

RELATABLEIf our favourite characters, celebrities, and shows use a

product, we should to!

Bird, Jay. Paula Abdul & Simon Cowell Mistake a Local Saying for a Threat. Digital image. Celebitchy. N.p., 30 Jan. 2009. Web. 26 Oct. 2016.

Implicit self-identification a term used to describe

associating yourself with an object. When viewers watch their favourite character on screen using a product, they

sometimes start to identify with the brand as a way be more like

that character they love.7

Paul. The Rights and Wrongs of Television Product Placement. Digital image. Unreality Magazine. N.p., 20 Apr. 2009. Web. 21 Oct. 2016.

84% of millennials they don’t notice outdoor social ads.5

But with product integration strategies used in your favourite TV

shows and movies, you unknowingly consume 100% of these subtle

advertisements.Pena, Jessica. Do You Mind Product Placements in TV Shows? Digital image. TV Series Finale. Crave Online, 29 June 2016. Web. 21 Oct. 2016.

BLOCKED

Ad blockers are software that prevent ads from appearing in the content

that viewers are consuming.5

Willey, Max. "How Effective Is Product Placement on Channel 4?" BDRC Continental. Digital Image, 26 Feb. 2013. Web. 22 Oct. 2016.

Adobe says that $21.8 billion in global ad revenue will be blocked this year.5

Please Disable your Ad blockTo visit this Flipbook.

Product Placement is in no way affected by Ad-blocking software because its integrated into the content being

viewed, rendering it unavoidable.Anime, Y. How To Easily Install Anti Adblock In Blog. Digital image. Yakosé Blogspot. N.p., 27 June 2015. Web. 23 Oct. 2016.

Product Placement is EVERYWHERE.

• In the theatres• On your home TV• The Internet

Image Designed by Freepik

How does one avoid

Product Placement?

Experimental Psychologist Ian Zimmerman, Ph.D. suggests that the only way to avoid product placement is to stop watching TV

and Movies completely.7

Product Placement is EFFECTIVE.Implicit attitudes: attitudes that unknowingly become associated with other attitude objects.7

Product placement can directly influence our implicit attitudes,

such that our attitude toward a TV program or film becomes

unknowingly associated with products placed in that TV program

or film.Image Designed by Freepik

Product Placement is a Hybrid Message

It is a form that contains two kinds of brand promotion

1. AdvertisingIt’s paid for and promotes the brand’s product.

2. PublicityIt’s hidden, and appears natural, and often leaves a good impression on the viewer.1

Product Placement combines many advertising strategies

• Association principle• Emotional Sell• Sexual sell

• Social connections sell• Humour sell

• Celebrity endorsement5

Product Placement is more cost effective.

• An average 30-second commercial spot costs $50,000-$400,000 (not including production costs)• Product placement costs a fraction of that.6

FACTS• 32% of viewers recall the product if the item is visually

placed;

• 53% of viewers remember it if the item is actually used;

• 60% of viewers remember it if it’s verbally mentioned;

• 71% of viewers remember it if the item is verbally endorsed;

• 81% of viewers remember it if it’s mentioned and used;1

Image Designed by Asierromero - Freepik.com

Product Placement is the advertising’s SMARTEST form.

Its…• Cost

Effective• Memorable• Subtle• Relatable• ExplanatoryDo

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Works Cited

Designed by Mrsiraphol - Freepik.com

1. Dudovskiy, John. "Product Placement as an Effective Marketing Strategy - Research – Methodology." Research Methodology. N.p., 20 June 2012. Web. 24 Oct. 2016. <http://research-methodology.net/product-placement-and-brand-placement/>.

2. "Good One to Know!" Business Dictionary. N.p., 2016. Web. 21 Oct. 2016.<http://www.businessdictionary.com/definition/product-placement.html>.

3. Kane, Colleen. "7 Signs America Has Gone Crazy for ‘The Walking Dead.’" Fortune. N.p., 11 Oct. 2015. Web. 22 Oct. 2016.

<http://fortune.com/2015/10/11/walking-dead-tv/>.4. Rosenwald, Michael. "The Digital Media Industry Needs to React to Ad Blockers ... Or Else.”

Columbia Journalism Review. N.p., Oct. 2015. Web. 23 Oct. 2016. <http:/

www.cjr.orgbusiness_of_newswill_ad_blockers_kill_the_digital_media_industry.php>.5. Matrix, Sidneyeve. ”Advertising Stratagies." Film 240. Queen’s University, Kingston. 28 Sept. 2016.

Lecture.6. "Why Use Product Placement?" Monkey Junction Entertainment. N.p., n.d. Web. 23 Oct. 2016.

<http://www.monkeyjct.com/why.html>.7. Zimmerman, Ian. "Product Placement Can Be A Lot More Powerful Than We Realize.” Psychology

Today. N.p., 25 Mar. 2013. Web. 23 Oct. 2016. <https://www.psychologytoday.com/blog/sold/201303/product-placement-can-be-

lot-more-powerful-we-realize>.