Transcript product placementx

Media Studies 120
PRODUCT PLACEMENT
Warm-Up: Name That Brand II
 Think back, think way back to January 30th, when
you did your first name that brand challenge.
 For those of you who forget, I will show you a group
of corporate logos.
 Your job is to try to guess as many as you can.
Name That Brand II
Name That Brand II
Advertising
 How many ad messages do you think you see each
day?
 A person living in a city sees up to 5000 ad messages
per day.
 2011 – $490 billion spent globally on advertising.
 One of the biggest spenders, Proctor and Gamble
accounts for $10 billion each year.
Advertising
 Proctor and Gamble Products:
•Bounty Paper Towels
•Bounce Fabric
Softener
•Braun –
Small
Appliance
Manufacturer
•Charmin Bathroom
Tissue
•Clairol Hair Products
•CoverGirl
– Cosmetic
Products
•Crest –
Dental
Products
•Dawn Dishwashing
Detergent
• Downy Fabric
Softener and
Dryer Sheets
•Duracell Batteries
•Febreze –
Air Freshener
•Gain Laundry
Products and
Dishwashing
Liquid
• Gillette –
Personal
Hygiene
Products
•Head &
Shoulders –
Haircare
Products
•Iams - Dog
and Cat Food
•Ivory - Soap
• Olay –
Hair
Products
•Oral-B –
Dental
Products
•Pampers Diapers
•Pantene –
Haircare
Products
•Tide –
Laundry
Products
•Vicks –
Cough and
Cold
Products
Advertising
 Where do you see / hear advertising?
Product Placement
 Companies pay to have their product, brand or
service “Placed” in television shows, movies, and
video games.
 Hope to gain exposure by having their
product/service blend into the story or
narrative…i.e., it doesn’t look like a commercial.
 “stealth advertising”
Product Placement in Movies
• E.T. – Reese’s Pieces
• One of the first instances of successful product
placement.
• As the luring with candy was already part of the
script, Steven Spielberg originally approached Mars
Inc. They declined. Competitor Hershey was willing
and decided to use Reese's Pieces.
• They paid one million dollars for the product
placement.
• Sales increased by 65% following movie release.
Product Placement in Movies
 Product placement has become prevalent since the
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1980’s.
Allows studios to offset costs.
But, is it effective?
Have you purchased a product after seeing it on a
movie or television?
Can you think of any films with product placements?
Transformers
Effectiveness
 Industry believes that product placement IS
effective.
 61% of film fans said that they noticed brands
advertised.
 30% of viewers say they were persuaded to at least
try a product after having seen it a movie.
Product Placement on Television
 Coke, Ford and AT&T
have product placements
on American Idol.
 Which is most effective?
 Coke paid 26 million
dollars to have the cups
displayed.
Product Placement on Television
 Top shows with the most instances of product placement
(statistics shown are over an entire season):
1. American Idol, Fox (577)
2. The Biggest Loser, NBC (533)
3. The Celebrity Apprentice, NBC (391)
4. Dancing With the Stars, ABC (390)
5. The X Factor, Fox (312)
6. Extreme Makeover: Home Edition, ABC (224)
7. America’s Got Talent, NBC (220)
8. Friday Night Lights, NBC (201)
9. America’s Next Top Model, The CW (178)
10. The Amazing Race: Unfinished Business, CBS (161)
Small Group Discussion: Product Placement
Issues
 How can viewers know if a product is used for
artistic reasons or if it is shown as an advertisement?
 Is it ethical for a company to use this kind of hidden
advertising?
 Should movies and television shows be required to
disclose all placements at the end during the credits?
The Future?
 In 2010, Wal-Mart teamed up with Procter &
Gamble to produce “Secrets of the Mountain” and
“The Jensen Project,” both family-oriented television
films.
 They featured the characters using Wal-Mart and
Procter & Gamble products.
 Ex. “The Jensen Project” featured a preview of the
not then released Xbox Kinect controller.
Practice Set: Identifying Product Placement
 Big Bang Theory
Making Product Placements
 In this activity, you will be determining where to and
how to place your product.
 The class will be divided into teams, with each team
given a product.
 The teams will determine a show to place their
product in as well as develop suggestions for how the
product could be incorporated into the storyline.