PRODUCT

PLACEMENT
overview

• “There is nothing accidental

in a frame in a movie,” Soar
(2007).
• Over one hundred
specialized advertising
agencies are devoted to
product placement (Schor, Coke machine in Brokeback
Mountain
2004).
History of Placements

• Cigarettes
• De Beers diamonds
• E.T. & Reese’s
Pieces
– Reese’s sales
increased 65% after
the movie’s release
• Seinfeld and Junior
Mints
 Definition of Product
Placement
• Inclusion of branded
products, logos, or
insignia in a movie, TV
show, or other media
(including music videos,
novels, and videogames).
• Plug versus Placement:
– a “plug” is an on-
camera mention of a
brand, usually
delivered by a celebrity.
– Placement usually
integrates a brand into
a scene or story line.
Pervasiveness of
placements
• Product placements • As much as 75 percent
amounted to $2.21 of all prime time
billion in 2005 (Lazar, scripted shows on U.S.
2006). television include
• In 2005, there were some element of brand
108,000 instances of placement (Consoli,
product placement in
TV Shows; a 30% 2004).
increase from 2004 • Example: Mac/Apple:
• La Ferle & Edwards During the first 4
(2006) found 1 months of 2006, TV
placement per 3 shows mentioned or
minutes of prime-time showed Apple
TV programming products at least 250
times.
Catalysts for product
placement
• Channel surfing, flipping
• Advent of TIVO and DVRs
• Fragmented Media: Cable
& satellite channels,
Internet, etc.
• Economical: production
costs for commercials far
exceed placements
• Permanence: A placement
is forever, including the
DVD release
Recent placements in
movies
• Link to brandchannel, a website that
itemizes product placements in movies
• http://www.brandchannel.com/brandcameo
_films.asp
• Example: Brands featured in Click, starring
Adam Sandler: 7-Eleven, Bed Bath &
Beyond, Best Buy, Budweiser, Doodles,
Ford, Huffy bicycle,, Red Lobster, Twinkies,
Sharp, Sony, Speedo, Tag Huer, Tic Tac,
Yodels
Types of placements

• Visual: a branded product serves as a

prop in the scenery or background
• Audible: A character refers to a brand by
name
• Use: A character uses a product
• Integrated: the brand is integrated into the
story line.
– Integrated placements are the most effective
• Virtual placements: (digitally added after
the fact)
Theoretical
frameworks
• Mere exposure: repeated
exposure to a brand
increases liking for the brand
• Associative networks: the
images and associations with
the characters or story “rubs
of” on the brand
• Psychological reactance:
movie-goers might rebel if
they think their freedom to Starbucks in the
avoid advertising is being background of Meet
restricted the Fockers
Studies on
placements
• Brand placement had a significant
effect on brand image
(Reijmeersdal, Neijens, & Smit,
2007)
• Placements can be effective even if
they are not consciously recalled
(Reijmeersdal, Neijens, & Smit,
2007)
• Example: Pontiac sold 1,000 Pope Benedict XVI
Solstices within an hour after the wearing Prada
car was featured on an episode of shoes
The Apprentice in April 2005.
Placements may be
overrated
• “a lot of the placements are just
going to pass people by”
Romaniuk, 2008)
• About 70% of visual exposures
were less than five seconds
• 41% of brand placements in
reality shows were ``slightly
obscured''
Reactions to
placements
• Sheth & Sisodia (2005) 60% of consumers
believe that marketing and advertising is
“out of control.”
• However, consumers (69%) report they
don’t particularly mind product placements,
unless they are disruptive
• Placements may add to realism,
verisimilitude
Newer forms of
placement
• Madison Avenue is
scrambling to place brands
anywhere and everywhere
– Board games: Monopoly now
features playing pieces molded in the
image of McDonald's french fries, a
Toyota Prius, a Motorola cell phone,
and a Starbucks mug.
– Children’s books: M&M's sells book
to help teach counting skills to
preschoolers
– Music: In the top 20 songs of 2005,
Mercedes-Benz was mentioned 100
times, Nike 63, Cadillac 62, Bentley
51, and Rolls-Royce 46.
– Prescription drugs: According to
Neilson, there were 337 visual or
audio mentions of Prescription drugs
in 2006
– Eggs: CBS hired EggFusion, an "on-
egg messaging" company, to print its
logo on 35 million eggs.
Controversial
placements
– Johnny Walker
placed this
billboard in Beirut,
Lebanon at the
location where a
bridge had been
bombed.
– Placements aimed
at children
(Campbell 2006)
• cigarettes
• alcohol
• junk food
– Sexy placements?