effectiveness and importance of product placement in media
Post on 30-Oct-2014
108 Views
Preview:
DESCRIPTION
TRANSCRIPT
Table of Contents
INTRODUCTION ............................................................................................. 3
1. WHAT IS PRODUCT PLACEMENT? .................................................... 4
1.1. Brief history ................................................................................................................ 5
2. EFFECTIVENESS AND IMPORTANCE OD PRODUCT
PLACEMENT IN MEDIA ............................................................................. 6
2.1. Advantages and Disadvantages................................................................................. 10
3. PRODUCT PLACEMENT IN MEDIA .................................................. 12
3.1. Effectiveness and importance of product placement in Films .................................. 12
3.2. Effectiveness and importance of product placement in TV-shows .......................... 14
3.3. Effectiveness and importance of product placement in Live Shows ........................ 15
3.4. Effectiveness and importance of product placement in Music Videos ..................... 16
3.5. Effectiveness and importance of product placement on Internet .............................. 18
3.5.1. Blogs ............................................................................................................................... 18
3.5.2. Podcast ............................................................................................................................ 19
3.5.3. Screencast ........................................................................................................................ 19
3.6. Effectiveness and importance of product placement in Video Games ..................... 20
4. BOSNIA AND HERZEGOVINA – PRODUCT PLACEMENT .......... 22
4.1. State of Product placement in Bosnia and Herzegovina ........................................... 22
4.2. How to improve product placement in Bosnia and Herzegovina ............................. 23
CONCLUSION ............................................................................................... 24
BIBLIOGRAPHY ........................................................................................... 25
3
INTRODUCTION
As the consumer market has becoming more fragmented, marketers in recent decade turned to
a variety of communication channels in their efforts to reach customers. One of the emerging
channels that have been exploited frequently in recent years is product placement.
Product or brand placement is a form of advertising in which brand name products, packages,
signs and corporate names are intentionally positioned in motion pictures and television
programs. Product placement has been referred to as stealth advertising, yet not all placements
are subtle and unobtrusive; advertisers pay to have their brands noticed.
During the early decades of the film industry, Hollywood largely avoided the appearance of
known product names in movies. Thus, instances of product placement in motion pictures
were rare until the 1970's. But by then prop masters and set decorators achieved cost savings
and realism by obtaining name-brand props from manufacturers. What began as a matter of
convenience soon blossomed into a formal industry. Studios created product placement
departments and product placement specialists scanned scripts looking for placement
opportunities.
Product placement in Bosnia and Herzegovina is not used properly. It takes numerous studies
and analyses that could decide which product placement should be used and when and in what
situation it should be used.
4
1. WHAT IS PRODUCT PLACEMENT?
„Product placement or embedded marketing, is a form of advertisement, were 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.” 1
A product placement is the inclusion of a product, brand name or the name of the firm in a
movie for increasing memorability of the brand and instant recognition at the point of
purchase. It is an advertising technique in which the companies pay a fee or provide service in
exchange for a prominent display of their product.
Product placement appears in plays, film, television series, music videos, video games and
books. Product placement occurs with the inclusion of a brand's logo in shot, or a favourable
mention or appearance of a product in shot. This is done without disclosure, and under the
premise that it is a natural part of the work. Most major movie releases today contain product
placements. The most common form is movie and television placements and more recently
computer and video games. Originally product placement was created for the purpose of
reducing production costs, and still today it is used for that purpose. In fact, the increasing
frequency in use of product placements is simply a reflection of the spiralling costs of film
making today.
The three types of product placements: gratis arrangements, barter arrangements, and paid
placements, are distinguished by financial compensation.
Gratis arrangements refer to product placements that strengthen character images or increase
the level of credibility or realism in a narrative. An example of a gratis arrangement can be
found in the use of Raid, an ant killer brand by SC Johnson Company, in the HBO series The
Sopranos.
In barter or trade agreements, the product itself serves as compensation for brand placement.
This kind of trade-off is found in the film The Terminal, in which United Airlines plays a
supporting role in the movie. This provided the airline with exposure and the filmmakers
saved on production costs.
1 http://en.wikipedia.org/wiki/Product_placement (last access 01.07.2012)
5
In paid placements, product integration is arranged in advance by marketers and financial
compensation is provided. Prices can vary depending on the nature and the prominence of the
product’s placement in the movie more prominent placements, such as the inclusion of
Reese’s chocolate in E.T. and the use of Ray-Ban sunglasses in Top Gun, are examples of
paid placements.
„ Advertising is the art of arresting the human intelligence just long enough to get money for
it. „2
1.1. Brief history
The first film to feature product placement was Wings (released in 1927), the first film to win
the Oscar for Best Picture. It contained a plug for Hershey's chocolate. In other early media,
e.g. radio in the 1930s and 1940s and early television in the 1950s, programs were often
underwritten by companies. "Soap operas" are called such because they were initially
underwritten by consumer packaged goods companies such as Procter & Gamble or Unilever.
Sponsorship still exists today with programs being sponsored by major vendors such as
Hallmark. Incorporation of products into the actual plot of a TV show is generally called
"brand integration".
Since the days of E.T. and the 65% increase in sales Reese’s Pieces experienced following the
film’s popular run, corporations have been in love with the idea of product integration in the
entertainment industry. While product placement may trace its initial success to the film
industry even decades before E.T., television dramas, sitcoms, game shows and live shows
like American Idol have taken product placement to new heights.
The earliest example of product placement in a computer or video game occurs in the 1984
game Action Biker for KP's Skips crisps. Video games, such as Crazy Taxi feature real retail
stores as game destinations. However, sometimes the economics are reversed and video game
makers pay for the rights to use real sports teams and players.
Today, product placement in online-video is also becoming common. Online agencies are
specializing in connecting online-video producers, which are usually individuals, with brands
and advertisers.
2 Chuck Blore, a partner in the advertising firm Chuck Blore & Don Ruchman, Inc., quoted by Ben H. Bagdikan-
(Beacon Press, 2000), p. 185 .
6
2. EFFECTIVENESS AND IMPORTANCE OD PRODUCT
PLACEMENT IN MEDIA
„Even though measures of its effectiveness have been problematic, product placement is a fast
growing multi-billion dollar industry“. 3
Since product placements became a highly popular marketing tool in the late 1990s, much
research has focused on the effectiveness of product placements. That was very valuable for
TV shows because 1990s also saw the rise of digital recorders which would allow viewers to
skip the commercial, so brands had to go inside the content to get the proper exposure.
Then with the appearance of internet broadband speeds became a new source for watching
movies and TV shows ads free. Downloading and streaming content became our daily routine.
That is where product placement really shines. With product placement, products can get
world-wide exposure even if the show only air on networks in USA or Canada. The best
example for this is product placement for mobile phones. A certain mobile phone is available
3 Ong, B. S., & Men, D. (1994). “Should product placement in movies be banned?” Journal of Promotion
Management, 2, 159—175.
Picture 1. Product placement in history
Source: www.productplacement.org
7
for purchase worldwide and main actor in US network only TV show is using it. But trough
internet, that show is available worldwide and that mobile phone gets wider exposure.
Purpose of product placement:
To achieve prominent audience exposure, visibility, attention, and interest;
To increase brand awareness;
To increase consumer memory and recall of the brand or product;
To create instant recognition of the product/brand in the media vehicle and at the point
of purchase;
To bring a change in the audiences' purchase behaviours and intents;
To create favourable practitioners views on brand placement.
Prior 1990s research results were mixed, especially regarding attitude changes and
behavioural influences. New research shows that 60% of viewers felt more positive about
brands they recognized in a placement and 45% said they would be more likely to make a
purchase.
2008 2009 2010
TV $2.32 $3.23 $4.03
Film $2.1 $3.2 $3.9
TOTAL
MARKET $3.39 billion $4.13 billion $7.24 billion
According to New York Times4, consumer memory is enhanced when the principal actor is
present and the product placement is positively evaluated. When the placement is visible and
well integrated in the movie scene, consumer evaluations of placements are generally more
positive.
4 New York Times, article “Product placement good or bad”, 2011
Figure 1: Product Placement Market (in US billions)
8
Figure 3: The Influence of Technology: Digital TV and Virtual Product Placement
In the product placement advertising model (Figure 2), before a show is even completed, the
production studio can sell placement spots either through an ad agency/ product placement
agency or by reaching advertisers directly. In exchange, the studio may get a placement fee,
bartered goods (i.e. the producer gets a free car), or the right to use the product in the show,
saving some production costs. In this model, broadcasters do not receive any revenue from
product placement. Advertising revenue goes only to production studios.
The advertising model for Virtual Product Placement (Figure 3) gives control of advertising
revenue back to the broadcasters. Production studios shoot the shows and include placement
spots.
Figure 2: Product Placement Advertising Model
Source: Brennan, Ian, Khalid M. Dubas, and Laurie A. Babin (2007), “The Influence of Product-Placement
Type and Exposure Time on Product-Placement Recognition,” International Journal of Advertising, 18
(3), 323—337.
Source: Brennan, Ian, Khalid M. Dubas, and Laurie A. Babin (1999), “The Influence of Product-
Placement Type and Exposure Time on Product-Placement Recognition,” International
Journal of Advertising, 18 (3), 323—337.
9
Broadcasters license the shows, sell the placement spots to advertisers, and then use post-
production techniques to populate the placement spots with content. Virtual product
placement is currently common on billboards at sporting events.
Product placement can be a double edge sword and have multiple meanings depending on
country and society. Let’s take for an example a teen comedy were a prominent condom
maker is featured. At one hand it is a good thing to make a young people think about
protection during sex, and at the other hand it makes young people think engaging in sexual
activates early. That all depends of society they grow up. If that society is conservative that
product placement is bad because they see it as incentive for engaging in sexual activities too
early, and that condom maker will be viewed as bad. But if society is liberal that product
placement is good because it makes young people think about protection during sex and it can
in fact reduce the number of teen pregnancies. Than that condom maker will be viewed in
good light and would probably be used as a protection, by teens and probably by adults as
well.
Situation in our country is unique. We have a lot of product placement especially on TV
shows but no serious research behind it. All big brands care only about showing their product
on TV and getting it at the lowest prices or free. What they don’t understand is that not all
product placements are good product placements and that every product and brand have their
time and place. For example very popular TV show „ Lud, zbunjen, normalan “ were we have
lot of brands appearing for no particular reason other than it was cheap to place them there.
10
Picture 2. Example of Unsuccessful Product Placement – Casino Royale
2.1. Advantages and Disadvantages
Product placement is advantageous to advertisers in several ways. Viewers cannot bypass the
advertising if it is integrated into the media; they would have to skip the whole thing. If it is
done well, it may not be noticeable to the viewer, and may actually add to the experience.
With the decline of the
efficacy of the 30-second ad,
product placement gives
advertisers more
opportunities for promoting
their goods.
With the increase in use of
product placement, analysts
fear that consumers will
develop ad-blindness,
becoming so accustomed to
ads that they stop noticing
them. When an ad is repeated
too often, people adapt to their presence and filter them out of their vision. 5
5 D’Astous, Alain, and Francis Chartier (2009), “A Study of Factors Affecting Consumer Evaluations and
Memory of Product Placements in Movies”, Journal of Current Issues and Research in Advertising, 22 (2),
31—40.
Source: www.tportal.hr/automobili
Source: http://geektyrant.com/news/2012/2/1/alternative-et-posters-are-outrageously-
nostalgic.html
Picture 3. Poster for E.T.
11
The movie E.T. and Reese’s pieces were an example of successful product placement. The use
of a recognizable candy added to the appeal of the story. However, poor use of product
placement can compromise the integrity of the story. The latest James Bond movie Casino
Royale has been lambasted in the movie for being too much like “one long commercial.”
Although Casino Royale featured less than half the number of product placements used in
other movies released at the same time, something about the ways the products were featured
led to ad-resentment; the audience to felt like they were being cheated and the whole movie
was an ad.
12
Source: www.movies.com
3. PRODUCT PLACEMENT IN MEDIA
3.1. Effectiveness and importance of product placement in Films
Over the past 20 years Hollywood movies have done more than fulfil our entertainment needs.
While many blockbuster films made millions of dollars at the box office the companies that
advertised products were also very profitable. Product placement in movies has evolved into
somewhat of an advertising trend.6
One of the best and most lucrative product placements happens in movies. Why? Well that is
where the product placement has the full attention of
viewers. 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
analyse if a product fits with the image of the film. 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. 7
Higher involvement is required to view a movie than
for viewing television. 8 Television viewers can multi-task in the home setting thereby
reducing their attention span and brand retention. Moviegoers actively choose the experience,
movie, time, and cost. As such, they are much more receptive to the brand communication
during the movie. A majority of movie watchers have a positive attitude toward this form of
marketing communication, feeling it is preferable to commercials shown on the screen before
the movie. More frequent viewers and viewers, who enjoy the movie more, pay attention to
product placements in the movie.
6 http://www.helium.com/items/584939-what-is-product-placement_in_films (last access 01.07.2012)
7 DeLorme, Denise E., and Leonard N. Reid (2003), “Moviegoers’ Experiences and Interpretations of Brands in
Films Revisited,” Journal of Advertising, 28 (2), 71—95.
8 McKee KB & Pardun C J (2007). Practitioners’ evolving views on product placement effectiveness. Journal of
Advertising Research, 43 (2), 13 8-149.
Picture 4. James Bond 007
13
We have four classified product placements in movies:
provides only clear visibility of the product or brand being shown without verbal
reference, for example, a bottle of Coca-Cola sitting on the counter;
used in a scene without verbal reference, for example, actor drinks a Coca-Cola but
does not mention anything about it;
has a spoken reference, for example, "Boy, I'm thirsty for a Coke"; and
provides brand in use and is mentioned by a main star, for example, actor says "This
Coke tastes so refreshing" while drinking the Coke.
The star using and speaking about the brand in the film is assumed to have higher impact than
the mere visual display of the
brand. That is meaningful stimuli
become more integrated into a
person's cognitive structure and are
processed deeply and generate
greater recall. An example of this is
the placement of all manner of
things in the more recent James
Bond films, from expensive cars
(usually Aston Martins) and
watches. Being seen to be the
choice of a secret agent and spy
makes these products as more
desirable and makes them take on
a personification of the character
they are seen being used by. In
another example, the prominence
of Ray Ban sunglasses in Men in
Black was the first major instance
of using actors’ faces as valuable
advertising real-estate.
Picture 6: Example of Product Placement – Ray Ban in Men In Black
Source: http://www.experiencefilm.com/tag/men-in-black-3/
Source: www.automobileles.com
Picture 5:Aston Martin 1965
14
Source:
http://tvtropes.org/pmwiki/pmwiki.php/Series/GreysAnatomy?from
=Main.GreysAnatomy
Source:
http://tvtropes.org/pmwiki/pmwiki.php/Series/Numbers
3.2. Effectiveness and importance of product placement in TV-shows
Digital product placement in television is the placing of digitally placing contemporary
products into old television shows, altering the products from original production. Current
product placements can be added to older
programs when rerun or released on video.
Television shows are most desired for
product placement due to the ideal interior
locations and opportunities to place their
brand-name items. Examples of digital
product placement can be seen in CBS
studio's shows Numb3rs and Still Standing;
where one scene may be originally shot with
a blank table, but once the show is aired the
table appears to be fully dressed with
sponsored products from advertisers.9
The television show Grey's Anatomy does a superb job with product placement. Products
are not highlighted, but instead function as accessories worn by the show’s appealing
characters. In addition to clothing
and accessories, Grey's Anatomy
also features music from emerging
artists. Complementary websites
such as allow fans of the show to
purchase the jeans Meredith Grey,
the title character, was wearing, or to
download the track they just heard
in the show.
But some countries like UK are not
a fan of product placement in television programs. They have strict rules what can be a
product placement and what not. For example: cigarettes, alcohol, food and drinks that is
high in fat, salt or sugar, medicines and weapons.10
9 http://images.businessweek.com/ss/09/04/0423_tv_product_placements/1.htm (last access 01.07.2012)
10 http://consumers.ofcom.org.uk/2011/02/product-placement-on-tv/ (last access 03.07.2012)
Picture 7:CBS show Numb3rs
Picture 8: Grey's Anatomy
15
3.3. Effectiveness and importance of product placement in Live Shows
Product-placement advertisements can be common in reality television shows. American Idol
is the live program with most product placement on TV. According to Ad Age, the
competitive reality series has had 208 in-show appearances of product like Coca-Cola, Ford
and AT&T throughout the month of March. That makes Idol the “largest venue for product
placement”.11
People who watch American Idol say the drink more Coca-Cola watching
American Idol that watching some other show.
Reality television shows accounted for the most product placements during prime-time hours
in the United States. However, most of the other stat categories were dominated by the drama
genre.
List of television shows with the most instances of product placement (11/07-11/08)12
:
American Idol-7,249
The Biggest Loser-6,626
America’s Toughest Jobs-3,807
The Real World/Road Rules Challenge-2,575.
11 http://popwatch.ew.com/ -product-placement-do-you-notice/(last access 01.07.2012) 12 McCarthy, M. "Studios place, show and win: Product placement grows up." Brandweek, 30-32, 28 March, 1994.
Picture 9: Coca-Cola on American Idol
Source: www.americanidol.com
16
3.4. Effectiveness and importance of product placement in Music Videos
Product placements are not only for TV shows and Movies, even music videos this days have
brand labels clearly displayed. Whether you believe that advertising reflects or dictates
society, the proliferation of brand names in songs is undeniable.
How much of product placement is too much?13
I took for example a Jennifer Lopez new video “Papi”. I read all over the internet how much
product placement is in video. After I watched it I found four product placements. Many of
people responded positive on this video but many didn’t, but all of them agree they used them
in a good way. Why? Because people started talking about them, especially Fiat. Although
J.lo would never use fiat in real life her music video started people noticing them on the
streets.
13
http://morethanbranding.com/tag/product-placement/ (last access 03.07.2012)
Picture 10: Jennifer Lopez video „Papi“
Source: http://blog.muchmusic.com/j-los-looking-for-a-new-papi-check-her-out-on-set-of-her-new-vid/
17
Source: www.twitter.com
Product placements help offset the costs of making videos, which are normally paid for by the
record label and the artist. According to a report released last summer by PQ Media, a
research firm, the money spent on product placement in recorded music grew 8 percept in
2009 compared with the year before, while overall paid product placement declined 2.8
percept, to $3.6 billion.14
Revenue from product placement in music videos totalled $25 million to $30 million last
year, more than double the amount in 2010.
14
http://socialitelife.com/6-music-videos-with-obvious-product (last access 03.07.2012)
Picture 11: Tweets about Jennifer Lopez „Papi“ video
18
3.5. Effectiveness and importance of product placement on Internet
In the last 15 years the internet became formidable media source. People used it to read news
and to get information from around the world and lately Internet somewhat replace cable TV
and digital recorders for watching TV and movies (Netflix). Internet also gave an opportunity
for regular people to broadcast their own content. There are different forms of broadcasting on
internet. There is the widest used form in the form of words, blog post and then there are
audio forms (podcast) and video forms (screencast).
3.5.1. Blogs
The widest used forms of self-publishing are blogs. There are literally millions of blogs on
internet. As with other
media there are more popular
blogs than others and
creatures and writers of those
blogs use their blog posts for
well-placed product
placement.
Smart bloggers use their good
sense of writing and their
popular blog to write
sponsored article in the form
of regular blog post. Usually
one cannot see the difference
between that article/blog
posts and the other article
/blog posts even though that article is sponsored. Off course there are bad articles that are
obviously sponsored which are intended to be product placement.
The effect of product placement in blogs is seen in increasing numbers of paid and sponsored
blog posts. The effects are more obvious when blog owner/writer is using the product that he
is promoting and is happy with it.
Picture 12: Blogs
Source: http://www.eynjuls.com/harsha/index.php/blogs-and-businesses
19
3.5.2. Podcast
Podcast are usually pre-recorded audio shows that people can listen to. There are usually 30 to
60 minutes shows that creators use instead
of blog posts. There are popular because
you can listen to them on the move,
during long rides on the train for example.
Product placement philosophy in podcast
is usually the same like in blog post. The
creator will use medium and make an
episode of sponsored podcast which will
be tailored to his listener’s expectation. As
with blog posts a good product placement
podcast cannot be easily spotted.
3.5.3. Screencast
As mentioned before with the rise of the Internet broadband speeds video became internet’s
most valuable media. That also means that regular people can broadcast video files as well
call screencast. That was made popular with YouTube, Vimeo and others video sites. Creators
used those sites as a host for their screencast and a
starting point to reach video audience.
Screencast can be used for wide variety of product
placement. There is regular product placement as
with podcast were creator creates a sponsored
screencast. Then there are more subtle ways of
product placement like wearing a brand on a shirt or
brand appearing on the background on the
screencast or creator using or consuming a
particular product. Screencast makes that approach
more subtle because creator doesn’t have to verbally
reference the product/brand he can show it or let it be seen.
Picture 13: Podcast
Picture 14: Screencast
Source: http://www.surfbits.com/?p=1360
Source: http://jeremysarber.com/reviewing-the-review-of-
my-podcast/
20
3.6. Effectiveness and importance of product placement in Video Games
Traditionally, advertisers have not paid video game makers for product placement. At best,
the deals were cross-promotion opportunities, and in some cases the game makers actually
paid license fees to use likenesses of real products in order to make their games more realistic.
Today, advertisers are much more interested in the $24 billion video game industry. Spending
on in-game product placement was estimated at $300 million this year, with projections of $1
billion in spending by 2010. Nielsen ratings in 2003 showed a 7% decline in television
viewing among 18 to 34 year-old males.15
In addition to the growing numbers, the gaming population is extremely attractive to
advertisers for several reasons. Gamers have above-average household incomes. Game
consoles are becoming “digital hubs” in the living room, which will result in greater
advertising exposure for all members of the household. Finally, gamers seem to respond
positively to product placement. In one study, 70% of gamers surveyed considered product
placement a positive feature that increased the realism of the game. Studies have also shown
that short-term recall rate of brand names in video games is upwards of 40%, with sports
games taking the lead with a 54% brand recall rate. This makes video game product
placement one of the most effective ways to create consumer awareness.
15
http://en.wikipedia.org/wiki/Product_placement (last access 03.07.2012)
Picture 15: Video game
Source : http://www.noobtalk.com/
21
Product placement in video games can range in degree of interactivity. Game streetscapes can
contain billboards with advertisements for products. Products can also be woven into the story
of a game.16
As Internet connectivity has become a standard feature in video game consoles, ads no longer
need to be loaded onto the game before it ships; ads can be loaded and updated at any time.
This allows game studios to sell ad space for selected periods of time, similar to how
traditional television ads are sold or how the future virtual product placement spots will be
sold. This also allows advertisers to commit to purchasing ad space only once the game has
been proven to be successful, minimizing the lock-in effect and preventing a potential hold-
up.
16
http://www.msnbc.msn.com/id/13960083/ns/technology_and_science-tech_and_gadgets/t/product-placement-rise-video-games/ (last access 04.07.2012)
Picture 16: Grand theft auto IV – video game
Source: http://www.videogames.net.au/grand-theft-auto-iv-australian-release/
22
4. BOSNIA AND HERZEGOVINA – PRODUCT PLACEMENT
4.1. State of Product placement in Bosnia and Herzegovina
Product placement in Bosnia and Herzegovina should have a greater role than at present.
Market researchers should devote more attention to the product, to explore how the product
works and how it could be implemented in the media.
We all know about a
clam, "There is no such
thing as bad publicity"17
but as far as product
placement there is.
Today is not only
important to be seen, it is
essential to determine in
what way product/brand
looks in the eyes of
consumers. It is important
to develop a positive
impression in the conscience of consumers that they connect with product/ brand.
When using product placement in the media the product needs to be in the background of the
story and not the centre of it. This is particularly felt in Bosnia and Herzegovina.
17 Key, Wilson Bryan. (1972), “Subliminal Seduction: Ad Media’s Manipulation of Not So Innocent
America. Englewood Cliffs”, NJ: Prentice-Hall.
Source http://www.eventum.ba
Picture 17: ZMBT
23
One of the most popular live shows in Bosnia and Herzegovina is "ZMBT" (“Zvjezda možeš
biti ti "), which is similar to shows
like American Idol, X-Factor, and
many more. In this show there is
some misuse of product placement.
Backstage phase is mostly use for
product placement. Hosts and
participants present products that are
meant for product placement. There
are all paid, but there are done in not
so subtle way. There are sponsored
corners that are meant to be a
product placement. They are used well because a brand and a product are visible and it’s not
out of contest.
4.2. How to improve product placement in Bosnia and Herzegovina
In order for product placement in Bosnia Herzegovina has achieved the level that I think can
be achieved by various studies are needed. The information will be obtained from these
studies must be properly utilized in such a way that will achieve what would that product
placement should achieve.
To improve product placement in Bosnia and Herzegovina we need a consultants around the
country that have vast amounts of media experience both nationally and in their local markets.
We need to form agency planners who can provide firms, who want to use product placement,
advice to maximise their returns. They would advise brands on how to fit with the programme
and its audience, on trends and on broadcast sponsorship.
Picture 18 : Backstage ZMBT
Source: http://www.eventum.ba
24
CONCLUSION
As mentioned in the beginning product or brand placement is a form of advertising in which
brand name products, packages, signs and corporate names are intentionally positioned in
motion pictures and television programs.
Placement can be in the form of verbal mentions in dialogue, actual use by a character, visual
displays such as a corporate logo on a vehicle or billboard, brands used as set decoration, or
even snatches of actual radio or television commercials.
The most crucial factor for product placement effectiveness depends on the execution styles,
explicit and integrated, managed to be more effective and influential on people’s responses.
To improve product placement in Bosnia and Herzegovina we need a people who will make
quality research. The information that we get from the research is very important to improve
product placement. It can be done. Yes we have a long way there, but it is doable.
25
BIBLIOGRAPHY
1. Chuck Blore, a partner in the advertising firm Chuck Blore & Don Ruchman, Inc.,
quoted by Ben H. Bagdikan- (Beacon Press, 2000), p. 185 . ;
2. Ong, B. S., & Men, D. (1994). “Should product placement in movies be banned?”
Journal of Promotion Management, 2, 159—175. ;
3. New York Times, article “Product placement good or bad”, 2011;
4. D’Astous, Alain, and Francis Chartier (2009), “A Study of Factors Affecting
Consumer Evaluations and Memory of Product Placements in Movies”, Journal of
Current Issues and Research in Advertising, 22 (2), 31—40. ;
5. McCarthy, M. "Studios place, show and win: Product placement grows up."
Brandweek, 30-32, 28 March, 1994.
6. Key, Wilson Bryan. (1972), “Subliminal Seduction: Ad Media’s Manipulation of Not
So Innocent America. Englewood Cliffs”, NJ: Prentice-Hall.
7. Brennan, Ian, Khalid M. Dubas, and Laurie A. Babin (1999), “The Influence of
Product-Placement Type and Exposure Time on Product-Placement Recognition,”
International Journal of Advertising, 18 (3), 323—337.
8. http://en.wikipedia.org/wiki/Product_placement; (last access 06.07.2012)
9. http://www.surfbits.com/?p=1360; (last access 02.07.2012)
10. http://www.msnbc.msn.com/id/13960083/ns/technology_and_science-
tech_and_gadgets/t/product-placement-rise-video-games/; (last access 05.07.2012)
11. http://money.howstuffworks.com/product-placement.htm; (last access 02.07.2012)
12. http://www.productplacement.co.nz/; (last access 03.07.2012)
13. http://consumers.ofcom.org.uk/2011/02/product-placement-on-tv/; (last access
03.07.2012)
14. http://www.guardian.co.uk/media/product-placement; (last access 03.07.2012)
15. http://www.mediaed.org/cgi-bin/commerce.cgi?preadd=action&key=102; (last access
03.07.2012)
16. http://www.globalissues.org/article/160/media-and-advertising; (last access
03.07.2012)
17. http://www.gizmag.com/go/4699/; (last access 01.07.2012)
18. http://www.soundspike.com/story/3082/seven-cases-of-egregious-product-placement-
in-music-videos/; (last access 03.07.2012)
26
19. http://money.howstuffworks.com/product; (last access 01.07.2012)
20. http://www.thefrisky.com/2011-02-19/6-music-videos-with-obvious-product-
placement/; (last access 03.07.2012)
21. http://mediacommons.futureofthebook.org/imr/2011/05/12/product-placement-saves-
music-video-star; (last access 05.07.2012)
22. http://www.cracked.com/article_16574_the-10-most-shameless-product-placements-
in-movie-history.html; (last access 02.07.2012)
23. http://www.thevine.com.au/entertainment/top10/top-ten-examples-of-product-
placement-in-movies/; (last access 05.07.2012)
24. http://brandsandfilms.com/2011/09/product-placement-in-pictures-friends-with-
benefits/; (last access 03.07.2012)
25. http://consumers.ofcom.org.uk/2011/02/product-placement-on-tv/; (last access
05.07.2012)
26. http://www.cnbc.com/id/45884892/Primetime_Shows_With_the_Most_Product_Place
ment; (last access 03.07.2012)
27. http://finance.yahoo.com/news/primetime-shows-with-the-most-product-placement-
2011.html; (last access 03.07.2012)
28. http://www.womansday.com/life/10-worst-examples-of-product-placement-on-tv-
108381; (last access 04.07.2012)
29. http://popwatch.ew.com/; (last access 07.07.2012)
30. http://adage.com/article/media/american-idol-returns-dominance-product-
placement/149419/; (last access 04.07.2012)
31. http://www.adweek.com/news/advertising-branding/study-industrys-found-sneaky-
way-keep-advertising-junk-food-kids-133836; (last access 03.07.2012)
32. http://theweek.com/article/index/214924/james-bonds-record-shattering-product-
placement-by-the-numbers; (last access 06.07.2012)
33. http://www.marketingpilgrim.com/2008/03/why-product-placement-is-the-future-of-
blogging.html; (last access 02.07.2012)
34. http://www.mediapost.com/publications/article/176948/youtube-fueling-product-
placement-video-programs.html; (last access 01.07.2012)
top related