Product Placement In Movies Media Essay

Product Placement In Movies Media EssayMany people who saw Home alone remember the scene in the beginning where the McAllister family sits somewhat the table having dinner. Fuller, go easy on the Pepsi, Kevins aunt tell to her son. But this phrase is much more than sightly a warning against drinking besides much soda.These crossings are not appearing by accident. In a quest to cut the commercial clutter and declining television ratings, marketers have tried their hand at more subtle or intrusive trends of displaying their products in big-screen movies through what is known as product situation.Product organisation, also called embedded marketing, is define by the European Union as any puzzle out of audio recordingoptical commercial communication consisting of the inclusion of or reference to a product, a renovation or the trade mark thereof so that is featured within a programme1. It is a form of advertising that is used in movies and TV shows where brand products are p laced in a movie setting. It usually aims to be inconspicuous and be character reference of the scene so that the audience leave see a product in the natural environment. Product post practices also exist in music videos, radio programs, video games, plays, novels etc.Placing branded products in entertainment media like movies is not a new developed concept. There is no doubt that the consumer is more likely to accept product placement in movies compared to traditional advertisements. Product placement good deal add believability to a movie. It is easier to identify with a story or with a movie reputation when they used products familiar to everyday life.Product placement is a substitute for the traditional TV advertising. It has been used since the invention of the small screen. Product placement or brand placement appeared first in motion pictures as early as the late 1940s and early 1950s. One example was in 1948 in the movie Mildred Pierce where an player drank Jack Daniel s whinsky. Since Reeses Pieces appeared in the movie E.T. The Extraterrestrial, over 20 years ago, product placement has developed and evolved significantly. After the film realesed, Hersey claimed a 65% increase in sales of Reeses Pieces candy. This success generate an intensified interest in product placement area which has led to the establishement of agencies that specialize in product placement. Some of the company that provides product placement servicies are originative Film Production, Creative Artist, Krown Enterteinment, Norm Marshall Associates, Robert Kovologgs Associated Film Promotions, Unique Product Placement, Creative Entertainment Servicies.2This agencies examine film scripts, search for appropriate settings in movies where their clients products can be placed and then make suggestions to the film makers.The product placement in a movie can be as simple as a product being used in one scene (e.g. when a character uses a particular brand of beer or soft drink), a b rand being mentioned by a character in the story, or a logo visible in the background of a frame (e.g. when a brands logo is visible on a billboard or the side of a truck). At the other extreme, a product placement can be an integral part of the movie. In the movie Youve got mail, AOL Internet service was an essential part of the movie and was connected to the plot throughout the entire movie. The multifaceted nature of product placement makes it an interesting, complex, marketing practice.In any James Bond movies, the element has always been drinking martini, driving luxuries cars, wearing the fanciest suits and the most expensive watches. James Bond movies are famous for being the ones with the biggest amount of product placement. They include loosely upmarket range products.CinemaScoreTo determine how much a marketer should pay a movie producer for a product placement, Ed Mintz developed a sistem called CinemaScore which is similar to the Nielsen ratings in television advertisi ng.CinemaScore is the industry lider in measuring movie appeal among theatre audiences. For over 34 years, CinemaScore has been polling moviegoers at major(ip) movie releases on opening night to collect demographic information and calculate a distinctive CinemaScore grade. A movies overall CinemaScore can range from A+ to F.For example, using the CinemaScore formula, they metric a $28,130 placement fee for the placement of Coke in Crocodile Dundee II based on projected $100,000 million revenues at the box office and guess data obtain from exit surveys.Types of product placement strategiesProduct placement strategies can be categorized by the climate of presentation (the senses activated by the stimulus) into three modes visual only (VIS), audio only (AUD) and combined audio-visual (AV). The first mode (VIS) involves showing a product, logo, billboard or some other visual brand identifier without any relevant message or sounds on the audio track which draw attention to the product (e.g. Danny DeVito drinking Coors Light with the label clear exposed to the audience in Twins).The second mode involves the mention of a brand name or a character conveying brand-related messages in audio form, without showing the product on the screen (e.g. Martin Sheen yelling to a waitress Get this kid a Molson Light in Wall Street).The third mode (AV) involves showing a brand and at the same time mentioning the brand name or conveying a brand-relevant message in audio form (e.g. the main character in Waynes World saying the choice of a new generation before taking a sip from a can of Pepsi).Placements in any of the three modes may be subtle or prominent. Prominent placements are those in which the product (or other band identifier) is make highly visible by virtue of size and/or position on the screen or its centrality to the action in the scene. Subtle placements are those in which the brand is not shown prominently (e.g. small in size, a background pop outside of the main fi eld of visual focus, lost in an soldiery of multiple products or objects, low time of exposure).Mode and prominence are relevant to the ease with which a product can be incorporated into a movie, and therefore the cost to the marketer of reaching an audience in this way. Of the three modes, VIS is the most frequently used, but it runs the risk that viewers will not image to or recall the products presence in the scene in the absence of audio reinforcement. AV overcome this problem, but it is the most expensive and difficult mode to accommodate. Similarly, subtle placement which can be incorporated into a scene as background and do not require a plausible fanny for the overt integration of the product into the action are relatively less costly than prominent depictions.A worldwide trend in advertising, product placement, is a vehicle for everything from foodstuffs to electronics or automobiles. So, how does it work exactly? Its actually pretty simple. Basically, there are three wa ys product placement can occurit precisely happensit is arranged and a certain amount of the product serves as compensationit is arranged and there is financial compensationSometimes product placement just happens. A set dresser, producer, director or even an actor might come across something he thinks will enhance the project. Usually, this has to do with boosting the level of credibility or realism of the story being told. One exemple can be found in the surprising use of a can of RAID- an ant sea wolf made by the SC Johnson company- in an episode of the prevalent HBO series The Sopranos. According to an article in USA Today, Therese Van Ryne, a spokeswoman for the SC Johnson, said that the company was not approached about the use of their product.The most common type of deal is a simple deputize of the product for the placement. Let supposing that someone of the confederacy knows someone who works for Honest Tea. The movie people approach the Honest Tea folks with a proposal and the deal is made in exchange of the airtime, the cast and crew are provided with an ample supply of Honest Tea drinks at work. Sometimes a gift of the product is not an appropriate form of compensation, so money powers the deal.Why do they use product placement?To achieve prominent audience exposure, visibility, attention and interestTo increase brand kenTo increase consumer memory and recall of the brand/productTo create instant recognition of the product/brand in the media vehicle and at the point of corruptTo bring desired change in consumers attitudes or overall evaluation of the brandTo bring a change in the audiences purchase behaviorsProduct placement can have a significant effect on message receptivity. The sponsor of product placements is likely to gain goodwill by associating itself with a popular program targeted to a specific audience. The more successful the program, the longer shelf life of the product placement. Nielsen Media Research has shown that product pla cement in television shows can raise brand awareness by 20%.3Product placements can have a significant effect on recall. For example, memory improves when visual/ auditory modality and plot connection are congruent. Verbal and visual brand placements are better recall than placements having one or the other.To increase brand memory, brands should be prominently placed and be accompanied by an actor in films or television programs. Brand evaluations can become more positive when the placement is more editorial instead of commercial and when non-users of thebrand are reached. Behavior and behavioral intentions are influenced best when the audience has positive evaluations of brand placement, when placements are presented in editorial formats, and when placements are repeated.4ConclusionProduct placement is gaining more and more popularity and at the same time has turned into a huge, profitable business for some(prenominal) the broadcasting companies and the producers. In the past dec ade product placement has become a very sophisticated business.Today, every movie contains product placement. While in the James Bond-Movies 007 drinks Martini, Will Smith drives a Porsche 911 Turbo in Bad Boys. There could be mentioned thousands of examples like thisI think product placement is an innovative way to advertise a product, Ray said. When you show the usefulness of your product by showing how it makes other peoples lives easier, youve created an advertisement that is invaluable. (Neuroscience major Andrew Ray)Douglas McKinley, an advertising professor at BYU, sees product placement as a necessary monetary help for a film industry.We have all come to accept product placement as a legitimate way to help fund the movie, McKinley said. (Product placement can be) good if the product is written into the script so that it looks like part of the landscape.The contiguous time you watch a movie try to keep an eye out for products or brand-names you recognize. It is highly likely that you will see one of the major soft drink companies represented. Once you spotted something, see how many other scenes include that product. You will start to see a trend. How, you will wonder, can the actor hold the Coke just the right way every time so that the logo is perfectly visible?