This presentation introduces one to the core concepts in product placement in movies or television programs. It is also termed as brand placement, in film advertising, branded entertainment etc.

1. Seema Gupta
IIM Bangalore
DigitalMarketingTadka.com
dmtadka@gmail.com

2. What is Product Placement?
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3. A marketing practice in advertising and
promotion wherein a brand name,
product, package, signage, or other
trademark merchandise is inserted
into and used contextually in a motion
picture, television, or other media
vehicle for commercial purposes
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4. Initial Successes
• As old as films but became a legitimate marketing tool in the
mid-1970s
• Hershey’s Reese’s Pieces in E.T.: Hershey’s profits increased by
65%.
• Ray Ban’s Wayfarer sunglasses Risky Business: increase of sales
from 18,000 units per year to 360,000 units per year.
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5. Let us meet Product Placement’s
family
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6. Here they are!!
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7. Types of Product Placement (Modality)
Visual dimension
Auditory dimension
Plot connection
Source Toward A Framework of Product Placement: Theoretical Propositions Gristel A. Russell, University
of Arizona
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8. Product Placement - Types
Starbucks in You've Got Mail (1998, Warner Bros., screen capture)
Visual Placement – Passive Placement
Product or its logo can be simply observed within the setting (usually in background)
Number of times and the length of time of screening important
Fashion, FMCG
Emami banner in “Koi Mil Gaya”
Disadvantages
Lower effectiveness as the brand is not actively discussed in the scene
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Chance of being ignored

9. Visual Placement
Iron Man 3(2013)-Oracle
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10. Visual Placement
Jaane Tu Ya Jaane Na (2008)- PVR cinemas
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11. Product Placement - Types
Time - Phrase
01:31:02 Now, the true history of Stark name will be written.
01:31:05 Jarvis, where is he?
01:31:07 Accessing the Oracle grid. Eastern Seaboard.
01:31:11 What your father did to my family over 40 years,
01:31:16 I will do to you in 40 minutes.
Iron Man 2 (2010)-Oracle grid
• Auditory Placement – Active Placement
– Character verbally mentions in the dialogue
– Ex: SRK mentioning Castrol in Chalte Chalte, VLCC in Jassi Jaisi Koi Nahin,
Suzuki in Dhoom 2, ICICI Bank cheques in KBC
– Advantages
• Greater effectiveness-can process information even when not viewing
the screen
• Direct Association with the celebrities
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12. Product Placement - Types
FedEx packages in the movie Cast
Away
• Plot Connection
– Brand integrated in the storyline
– Involves physical handling or use & recommendations by the key
characters
– Ex: Videocon in Hungama; Microsoft, Xbox & Halo 3 in Bachna Ye
Haseeno, Sony Ericsson phones in Indian Idol 3 & LG Phones in Indian
Idol 4
– Advantages
• Most effective form of placement and has greater impact on the
audience
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13. Pros of Product Placement
 Cost effective communication
 CPT continues to decline
 Clutter free environment - captive nature of the audience
 Overcome zapping, zipping and muting
 Digital video recording (TIVO)
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14. Cons of Product Placement

Risk of negative portrayal of brand

Reach and frequency are difficult to quantify

Lack of control over the placement process

Lack of audience selectivity
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15. How Product Placement works?
Brand/Film factors
Brand Equity (+)
Critical acclaim (+/-)
Film violence (+/-)
Execution factors
Plot connection
Video prominence
Audio Valence
Priming of brand
appearance-Tie in ads (+)
Star association
Character association
Number of brands
Blatancy
Effect(s )
PProcessing
Explicit
Implicit
Recognition
Recall
Brand Attitude/Image
Purchase Intention
Brand choice
Brand usage behavior
Individual factors
Audience absorption (-)
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16. Source : Practitioners' Evoiving Views on Product Piacement Effectiveness; JAMES A.
KARRH, KATHY BRITTAIN McKEE, CAROL J. PARDUN;Journal of Advertising Research
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17. Source : Practitioners' Evolving Views on Product Piacement Effectiveness;
JAMES A. KARRH, KATHY BRITTAIN McKEE, CAROL J. PARDUN;Journal of
Advertising Research
The product has
been shown in a
number of other
movies.
Most movie viewers
already use the
brand.
The brand is new to
the market.
The brand has a
number of strong
competitors.
The brand is already
well known.
The brand has its
own unique
"personaiity."
The brand is
supported with
other promotion and
advertising.
The brand has a
very recognizabie
package or design.
Brand Characteristics Leading to Effective Placements
8
7
6
5
4
3
2
1
0
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18. 1. To achieve prominent audience
exposure, visibility, attention, and interest
2. To increase brand awareness
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19. 3. To create instant recognition of the product/brand in the
media vehicle and at the point of purchase and sale
4. To bring desired change in
consumers‘ attitudes or overall evaluations of the brand
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20. 5. To bring a change in the audiences'
purchase behaviors and intent
6. To demonstrate the use of the product using
the characters or the storyline
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21. Share with me your plan of product
placement!
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