PRODUCT PLACEMENT Done by Chumakova & Ovsyuk
AT FIRST…WHAT IS PRODUCT PLACEMENT? ! placement, or embedded marketing, is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story line of television shows, or news programs. The product placement is often not disclosed at the time that the good or service is featured. Product placement became common in the 1990 s, until the ramifications of product placement were clearly understood. Product
ONE EARLY EXAMPLE With the arrival of photo-rich periodicals in print business in the late 19 th century publishers found ways of lifting their paper's reputation by placing an actual copy of the magazine in photographs of prominent people. For example the German magazine Die Woche in 1902 printed an article about a countess in her castle where she in one of the photographs actually holds a copy of Die Woche in her hands.
PRODUCT PLACEMENT IN FILMS. EXAMPLES. Among the famous silent films to feature product placement was Wings (1927), the first film to win the Academy Award for Best Picture. It contained a plug for Hershey's chocolate. In Fritz Lang's film "M" released in (1931) there is a prominent banner display on a stair case in one scene for Wrigley's PK Chewing Gum which is right in the viewers eye for around 20 -30 seconds. Another early example in film occurs in Horse Feathers (1932) where Thelma Todd's character falls out of a canoe and into a river. She calls for a life saver and Groucho Marx's character tosses her a Life Savers candy. The film It's a Wonderful Life (1946), directed by Frank Capra, depicts a young boy with aspirations to be an explorer, displaying a prominent copy of National Geographic. In the film noir Gun Crazy (1949), the climactic crime is the payroll robbery of the Armour meat-packing plant, where a Bulova clock is prominently seen.
CATEGORIES AND VARIATIONS OF P. P. A variant of product placement is advertisement placement. In this case an advertisement for the product (rather than the product itself) is seen in the movie or television series. Examples include a Lucky Strike cigarette advertisement on a billboard or a truck with a milk advertisement on its trailer. Another variant is the widespread use of promotional consideration in which a television game show would award an advertiser's product as a prize or consolation prize in return for a subsidy from the product's manufacturer.
P. P. ON RADIO, TELEVISION AND PUBLISHING Reality television. Product-placement advertisements can be common in reality television shows. For example the well-known Russian television show Dom-2 often features one of the participants stating something along the lines of: "Oh, did you check out the new product X by company Y yet? " after which the camera zooms in onto the named product. Public and educational television. In the United States, most educational television operates under a funding model in which local stations receive donations from "Viewers Like You" but do not interrupt programming directly with spot advertising. Comic publishing. South African football comic Supa Strikas uses product placement within its pages to promote a variety of brands, and allow for the comic's free distribution to its readers around the world. Product placement occurs throughout the publication; on the players' shirts, through placed billboards and signage, and through the branding of locations or scenarios. Music and recording industries. While radio and television stations are at least in theory strictly regulated by national governments, producers of printed or recorded works are not, leading marketers in some cases to attempt to get advertisers' brands mentioned in lyrics of popular songs.
MEASURING EFFECTIVENESS Quantification methods track brand integrations, with both basic quantitative and more demonstrative qualitative systems used to determine the cost and effective media value of a placement. Rating systems measure the type of placement and on-screen exposure is gauged by audience recall rates. Products might be featured but hardly identifiable, clearly identifiable, long or recurrent in exposure, associated with a main character, verbally mentioned and/or they may play a key role in the storyline. Media values are also weighed over time, depending on a specific product's degree of presence in the market.
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