Product Placement

Dan Walkeden Chris Andrew

Agenda

 What is Product Placement?

 What are the forms of Product Placement?

 Examples  Advantages  Disadvantages  Conclusion

What is Product Placement?

  Product Placement is placing products &/or services in the media as a method of advertising Began in the early 1940’s but has greatly increased since the late 1980’s  Product placement varies from automobiles to food and beverage

Forms of Product Placement

   Standard Product Placement “Advergaming” “Faux Product placement e.g. Quentin Tarentino & Disney/Pixar

Major Examples

     “It’s a Wonderful Life” “ Matrix: Reloaded ” “ Transformers” “Minority Report” “Cast Away”

Advantages

 New potential Customers e.g. Cadillac through the Matrix  Increased Sales e.g. Reese’s Pieces  Mutually beneficial relationships

Disadvantages of Product Placement

 Easy to advertise “ethically charged” products  Huge marketing risk  Risk for producers and studios

“Ethically Charged” Products

 This includes items such as guns, cigarettes, and alcohol.

 Easy to advertise to huge audience  Portray them as appealing

Marketing Risks

 Cannot predict the success of movies and shows  Negative associations between products and films  Clutter

Marketing Risks

 Timing  Negative Placement  Coke VS Pepsi  Mac VS Windows

Film and Television Production Risks

 Can destroy the a show or films plot  Movies as “commercials”  I Robot  The Island  Survivor

Conclusion: The Future of Product Placement

 New inventions such as TIVO will increase product placement in films and television shows  Product placement can be an excellent tool if controlled and executed properly