Transcript Continues Improvement

Marketing
Product Placements
Traditional Advertising
Question?
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Where else can we see advertisements?
Product Placement
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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
•One of the first
instances of successful
product placement
•Sales increased by 65%
following movie release
•Time Magazine
Monday, July 26, 1982
Product Placement in Movies
•Product Placement
was satirized in the
1992 movie Wayne’s
World
Product Placement in Movies
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Product placement has become
prevalent since the 1980’s
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Allows studios to offset costs
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But, is it effective?
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Can you think of any films with product
placements?
Product Placement on Television
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Coke, Ford and
AT&T have
product
placements on
American Idol
Which is most
effective?
Product Placement Issues
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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?
Looking for Product Placements
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The 2007 film Transformers is said to
include over 70 different product
placements
In this activity, we will watch the movie
Transformers and list all of the different
products/brands/companies that you
see during the film
Transformer Placement Discussion
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Which placements in the movie were the
most effective and least effective?
What seems to separate a good, “sticky”
placement from a poor, forgettable one?
Have you purchased a product after
seeing it on a movie or television?
Making Product Placements
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In this final activity, you will be creating a
Product Placement for a Procter and Gamble
product.
The class will be divided into teams, with
each team selecting a different P&G 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
Product Placements on Television
•Seinfeld “The Junior
Mint” episode
•Great example of
product placement on
television