PRODUCT PLACEMENT

Media Studies 120

Warm-Up: Name That Brand II

Think back, think way back to January 30th, when you did your first name that brand challenge.

For those of you who forget, I will show you a group of corporate logos.

Your job is to try to guess as many as you can.

Name That Brand II

Name That Brand II

Advertising

How many ad messages do you think you see each day?

A person living in a city sees up to 5000 ad messages per day.

2011 – $490 billion spent globally on advertising.

One of the biggest spenders, Proctor and Gamble accounts for $10 billion each year.

Advertising

Proctor and Gamble Products:•Bounty - Paper Towels•Bounce - Fabric Softener•Braun – Small Appliance Manufacturer•Charmin - Bathroom Tissue

•Clairol - Hair Products•CoverGirl – Cosmetic Products•Crest – Dental Products•Dawn - Dishwashing Detergent

• Downy - Fabric Softener and Dryer Sheets•Duracell - Batteries•Febreze – Air Freshener•Gain - Laundry Products and Dishwashing Liquid

• Gillette – Personal Hygiene Products•Head & Shoulders – Haircare Products•Iams - Dog and Cat Food•Ivory - Soap

• Olay – Hair Products•Oral-B – Dental Products•Pampers - Diapers•Pantene – Haircare Products

•Tide – Laundry Products•Vicks – Cough and Cold Products

Advertising

Where do you see / hear advertising?

Product Placement

Companies pay to have their product, brand or service “Placed” in television shows, movies, and video games.

Hope to gain exposure by having their product/service blend into the story or narrative…i.e., it doesn’t look like a commercial.

“stealth advertising”

Product Placement in Movies

• E.T. – Reese’s Pieces• One of the first instances of successful product

placement.• As the luring with candy was already part of the

script, Steven Spielberg originally approached Mars Inc. They declined. Competitor Hershey was willing and decided to use Reese's Pieces.

• They paid one million dollars for the product placement.

• Sales increased by 65% following movie release.

Product Placement in Movies

Product placement has become prevalent since the 1980’s.

Allows studios to offset costs.But, is it effective?Have you purchased a product after seeing it

on a movie or television?Can you think of any films with product

placements?Transformers

Effectiveness

Industry believes that product placement IS effective.

61% of film fans said that they noticed brands advertised.

30% of viewers say they were persuaded to at least try a product after having seen it a movie.

Product Placement on Television

Coke, Ford and AT&T have product placements on American Idol.

Which is most effective?

Coke paid 26 million dollars to have the cups displayed.

Product Placement on Television

Top shows with the most instances of product placement (statistics shown are over an entire season):

1. American Idol, Fox (577)2. The Biggest Loser, NBC (533)3. The Celebrity Apprentice, NBC (391)4. Dancing With the Stars, ABC (390)5. The X Factor, Fox (312)6. Extreme Makeover: Home Edition, ABC (224)7. America’s Got Talent, NBC (220)8. Friday Night Lights, NBC (201)9. America’s Next Top Model, The CW (178)10. The Amazing Race: Unfinished Business, CBS (161)

Small Group Discussion: Product Placement Issues

How can viewers know if a product is used for artistic reasons or if it is shown as an advertisement?

Is it ethical for a company to use this kind of hidden advertising?

Should movies and television shows be required to disclose all placements at the end during the credits?

The Future?

In 2010, Wal-Mart teamed up with Procter & Gamble to produce “Secrets of the Mountain” and “The Jensen Project,” both family-oriented television films.

They featured the characters using Wal-Mart and Procter & Gamble products.

Ex. “The Jensen Project” featured a preview of the not then released Xbox Kinect controller.

Practice Set: Identifying Product Placement

Big Bang Theory

Making Product Placements

In this activity, you will be determining where to and how to place your product.

The class will be divided into teams, with each team given a product.

The teams will determine a show to place their product in as well as develop suggestions for how the product could be incorporated into the storyline.