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Product Placement - A Film 240 Flipbook

Filpbook on Product Placement.

Meant for Film 240, a class within Queen's University.

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Product Placement - A Film 240 Flipbook

  1. 1. Product Placement: Pritchett, Hanna. Coke. Digital image. Flickr. Yahoo!, 18 June 2010. Web. 19 Oct. 2016.
  2. 2. Pollock, Matt. You're Being Brainwashed to Buy Beats Speakers. Digital image. Music Mic. N.p., 25 Oct. 2014. Web. 21 Oct. 2016.
  3. 3. Product placements are often initiated through an agreement between a product manufacturer and the media company in which the media company receives economic benefit. A company will often pay a fee to have their product used, displayed, or significantly featured in a movie or show.2 EXAMPLE Bud Light Sauer, Abe. Announcing the 2013 Brandcameo Product Placement Award Winners. Digital image. Brandchannel. Interbrand, 27 Feb. 2013. Web. 21 Oct. 2016.
  4. 4. “It can’t be used as a tank. It can’t be used to roll over zombies,” - David Matathia, Director of advertising at Hyundai.3 There’s usually guidelines set by the company that is paying for the placement, such as Hyundai’s preferences in their car placement in the TV show The Walking Dead. Kane, Colleen. "7 Signs America Has Gone Crazy for ‘The Walking Dead.’" Fortune. N.p., 11 Oct. 2015. Web. 22 Oct. 2016.
  5. 5. Fongang, Flavilla. "How Does Product Placement Work." 3 Colours Rule. N.p., 30 Sept. 2015. Web. 22 Oct. 2016.
  6. 6. The popular sitcom Modern Family aired an entire episode from the screen of a Apple Macbook, essentially rendering the episode as one large advertisement/instructional video for Apple. Viewers are so in tune with the storyline, they don’t notice they are being taught the features of Apple’s software. The Geek Fu. Uber, Costco & the Modern Family - Science behind Product Placement. Digital image. The Geek Fu. N.p., 27 Apr. 2015. Web. 21 Oct. 2016.
  7. 7. A product can be flawlessly displayed and used in a storyline in a natural way without any explanation: Ant, C. The Top 7 Product Placements in Animated Films. Digital image. Laser Time. N.p., 13 Aug. 2013. Web. 21 Oct. 2016.
  8. 8. Product Placement is… RELATABLE If our favourite characters, celebrities, and shows use a product, we should to! Bird, Jay. Paula Abdul & Simon Cowell Mistake a Local Saying for a Threat. Digital image. Celebitchy. N.p., 30 Jan. 2009. Web. 26 Oct. 2016.
  9. 9. Implicit self-identification a term used to describe associating yourself with an object. When viewers watch their favourite character on screen using a product, they sometimes start to identify with the brand as a way be more like that character they love.7 Paul. The Rights and Wrongs of Television Product Placement. Digital image. Unreality Magazine. N.p., 20 Apr. 2009. Web. 21 Oct. 2016.
  10. 10. Pena, Jessica. Do You Mind Product Placements in TV Shows? Digital image. TV Series Finale. Crave Online, 29 June 2016. Web. 21 Oct. 2016.
  11. 11. BLOCKED Ad blockers are software that prevent ads from appearing in the content that viewers are consuming.5 Willey, Max. "How Effective Is Product Placement on Channel 4?" BDRC Continental. Digital Image, 26 Feb. 2013. Web. 22 Oct. 2016.
  12. 12. Adobe says that $21.8 billion in global ad revenue will be blocked this year.5 Product Placement is in no way affected by Ad-blocking software because its integrated into the content being viewed, rendering it unavoidable. Anime, Y. How To Easily Install Anti Adblock In Blog. Digital image. Yakosé Blogspot. N.p., 27 June 2015. Web. 23 Oct. 2016.
  13. 13. Product Placement is EVERYWHERE. • In the theatres • On your home TV • The Internet Image Designed by Freepik
  14. 14. Experimental Psychologist Ian Zimmerman, Ph.D. suggests that the only way to avoid product placement is to stop watching TV and Movies completely.7
  15. 15. Implicit attitudes: attitudes that unknowingly become associated with other attitude objects.7 Product placement can directly influence our implicit attitudes, such that our attitude toward a TV program or film becomes unknowingly associated with products placed in that TV program or film. Image Designed by Freepik
  16. 16. Product Placement is a Hybrid Message It is a form that contains two kinds of brand promotion 1. Advertising It’s paid for and promotes the brand’s product. 2. Publicity It’s hidden, and appears natural, and often leaves a good impression on the viewer.1
  17. 17. • Association principle • Emotional Sell • Sexual sell • Social connections sell • Humour sell • Celebrity endorsement5
  18. 18. • An average 30-second commercial spot costs $50,000-$400,000 (not including production costs) • Product placement costs a fraction of that.6
  19. 19. • 32% of viewers recall the product if the item is visually placed; • 53% of viewers remember it if the item is actually used; • 60% of viewers remember it if it’s verbally mentioned; • 71% of viewers remember it if the item is verbally endorsed; • 81% of viewers remember it if it’s mentioned and used;1 Image Designed by Asierromero - Freepik.com
  20. 20. Product Placement is the advertising’s SMARTEST form. Its… • Cost Effective • Memorable • Subtle • Relatable • Explanatory DoesAnyoneKnowWheretoFindMindy'sLaptop?Digitalimage. Reddit.N.p.,June2016.Web.26Oct.2016.
  21. 21. Works Cited Designed by Mrsiraphol - Freepik.com 1. Dudovskiy, John. "Product Placement as an Effective Marketing Strategy - Research – Methodology." Research Methodology. N.p., 20 June 2012. Web. 24 Oct. 2016. <http://research-methodology.net/product-placement-and-brand-placement/>. 2. "Good One to Know!" Business Dictionary. N.p., 2016. Web. 21 Oct. 2016. <http://www.businessdictionary.com/definition/product-placement.html>. 3. Kane, Colleen. "7 Signs America Has Gone Crazy for ‘The Walking Dead.’" Fortune. N.p., 11 Oct. 2015. Web. 22 Oct. 2016. <http://fortune.com/2015/10/11/walking-dead-tv/>. 4. Rosenwald, Michael. "The Digital Media Industry Needs to React to Ad Blockers ... Or Else.” Columbia Journalism Review. N.p., Oct. 2015. Web. 23 Oct. 2016. <http:/www.cjr.orgbusiness_of_newswill_ad_blockers_kill_the_digital_media_industry.php>. 5. Matrix, Sidneyeve. ”Advertising Stratagies." Film 240. Queen’s University, Kingston. 28 Sept. 2016. Lecture. 6. "Why Use Product Placement?" Monkey Junction Entertainment. N.p., n.d. Web. 23 Oct. 2016. <http://www.monkeyjct.com/why.html>. 7. Zimmerman, Ian. "Product Placement Can Be A Lot More Powerful Than We Realize.” Psychology Today. N.p., 25 Mar. 2013. Web. 23 Oct. 2016. <https://www.psychologytoday.com/blog/sold/201303/product-placement-can-be-lot-more- powerful-we-realize>.