Product placement
Product placement 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 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. In April 2006, Broadcasting & Cable reported, "Two thirds of advertisers employ 'branded entertainment'—product placement—with the vast majority of that (80%) in commercial TV programming. " The story, based on a survey by the Association of National Advertisers, said "Reasons for using in-show plugs varied from 'stronger emotional connection' to better dovetailing with relevant content, to targeting a specific group. "
Product placement in movies Product placement is an investment for brands trying to reach a niche audience, and there are strong reasons for investors to expect that film product placement will increase consumer awareness of a particular brand. A big-budget feature film that has expectations of grossing millions may attract many commercial interests; however, the film studio must also analyze if a product fits with the image of the film. In 2002, Volkswagen spent $200 million in fees to be integrated into Universal films.
Examples: The film It's a «Wonderful Life» (1946), directed by Frank Capra, depicts a young boy who wants to be an explorer, displaying a journal “National Geographic”. The 1995 film «Golden Eye» was the focus of a highly successful BMW campaign, devised by product placement specialist Karen Sortito, which promoted the automaker's new Z 3 model. Sales of the Z 3 increased as film claimed the top spot at the box office. For the next film in the James Bond franchise, «Tomorrow Never Dies» , Sortito created a $100 million promotional campaign that included BMW, Visa, L'Oréal, Ericsson, Avis, and Omega. The film brought in more than $300 million dollars. A recent example is «Sex in the City» (1998– 2004), where the plot revolved around, among other things, Absolut Vodka.
Consumer electronics and computers The film Casino Royale (2006) features many Sony product placements throughout: A BD-R disc, all characters use VAIO laptops, Sony Ericsson cell phones, BRAVIA televisions, and Bond uses a Cybershot camera to take photographs. (It was the first Bond film to be produced after Sony acquired the Bond franchise). In Quantum of Solace (2008), Bond, M, and Tanner are seen using a Microsoft Surface to display information on rogue agents. In the television series Sex and the City, the character Carrie is shown using an Apple Power. Book G 3 laptop. Mission: Impossible – Ghost Protocol features heavy use of Apple products. Many drama TV series from Hong Kong feature heavy use of Sony Ericsson products.
Product placement in the serial «House» .
«Apple» have received award Brandcameo Product Placement Awards in a category «the Greatest quantity product plасement» , that their "apples" were in 10 of 33 films which have headed a rating on gathering in the USA in 2010. Apple frequently pays Apple for product placement. This occurs because Apple "barters" the exchange for placement. Payment for placement is not in cash, but exchanged for product and services.
Product placement in commercial of watch «OMEGA» with James Bond
Product placement in the serial «Gossip girl» . In several shots of the serial "Gossip girl" you can see an embedded advertizing of watches and jewels by «Cartier» . Such advertizing is effective, because this serial is very popular in the USA and Russia and in other countries.
A high-profile star may draw more attention to a product, and therefore, in many cases, this becomes a separate point of negotiation within his or her contract. Firms paid $722 million in fees, free product placement, and promotional support for film placement in 2005, and by 2010, spending on film placement is predicted to surge to 1. 8 billion.
Automobiles The James Bond film series pioneered such placement. The Bond film The Man with the Golden Gun (1974) features extensive use of AMC cars, even in scenes in Thailand, where AMC cars were not sold, and had the steering wheel on the wrong side of the vehicle for the country's roads. The two prior Bond films use vehicles from Ford and BMW. Almost every car was made by General Motors was placed in the films Bad Boys II (2003), The Matrix II and Transformers (2007).
Food and drink In American Idol, Coca-Cola cups are always seen on the judges' table. In Godzilla (1998) Pepsi, Hershey's, and most prominently Taco Bell, are featured in various scenes. In the game Need for Speed: Most Wanted, there are several ads for Burger King, such as bilboards and restaurants. The film One, Two, Three (1961) stars James Cagney as a Coca Cola executive in West Berlin. The twist at the end is he removes a bottle of Pepsi from a vending machine at the end of the film
Product placement Coca. Cola in American Idol
In Eminem's music video "Love the Way You Lie" (2010), Stolichnaya vodka was included in several scenes.
