Product placement and the Tivo dilemma
Post on 12-May-2015
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Product Placement and the SPACDilemma
By: Samantha Triplett
What is Product Placement?
• Product placement is the subtle placing of products that exposes them to the view without the view seeing it as an ad
• It can be found in movies, television, and even real life
Origins
• Product Placement was originally intended to make scenes more realistic– The first modern form of Product Placement is said to
have been Reese’s Pieces in E.T.• It’s estimated that 90% of movie and almost all
television product placements are free• Studios profit from free props• Companies receive free or cheaper advertising
Successful, Recognizable Placements
Subliminal Exposure
• Obvious commercials are no longer as effective
• Companies becoming creative in how they reach the public
• Some product placements get as much air time as a minor character – Like Vitamin Water in an episode of
Gossip Girl
Studies of Product Placement
• Product Placement improves the profits of the product– After the 1997 release of Men In Black, Ray-Ban
Predator 2 Sunglasses tripled their profits– After placing Gatorade into EA sports video games
showed an increase of 24% of household money being spent on Gatorade
– After Reese’s Pieces appeared on E.T. its sales increased by 65%
How to Spot Product Placement
• Is it obvious?• Do you recognize it?• Is it visible?
Percy Jackson:IPhone
When in Rome:IPod
Jesse Stone:Rolex
Product Placement in Movie Trailers
• This Youtube video for Transformers shows (and points out) several instances of product placement that appear in the movies.
What Can DVR Do?
• Record television shows
• DVR gives the viewer control of what they watch
– Which means we can fast forward through
commercials
• This forces commercials to either become more
attention grabbing or find new exposure
opportunities
Expanding the Scope of Commercials
• Product Placement in video games is on the rise even with products like bananas
• Product Placement in books, mostly for children
• Product Placement in reality is common, with people becoming human billboards, and actors secretly promoting products
The Future of Commercials
• More product placement means that movies and television shows will become commercials with a plot
• More places of exposure (video games, books, real life)
• As DVR becomes more prevalent companies will lose more money
Additional Sites for More Information
• http://images.businessweek.com/ss/09/04/0423_tv_product_placements/index.htm
• http://www.productplacement.biz
• http://www.commercialalert.org
• http://www.brandchannel.com
Sources• http://www.businessweek.com/1998/25/b3583062
.htm• http://www.msnbc.msn.com/id/13960083/• http://www.marketingpower.com/Community/ARC
/Pages/Teaching/Materials/ProductPlacement.aspx• http://www.productplacement.biz/201009152825/
product-placement-research/in-game-advertising-in-ea-games-lifts-brand-sales.html
• http://www.media-awareness.ca/english/resources/educational/teachable_moments/word_from_our_sponsor.cfm
• http://money.cnn.com/2003/09/24/pf/all_ads_everywhere/
• http://www.commercialalert.org/issues/culture/product-placement
• http://www.brandchannel.com/brandcameo_films.asp
• http://www.commercialalert.org/issues/culture/product-placement/advertising-in-movies-expected-to-double-says-study-exposing-consumer-response
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