Product placement in movies and televison

Résumé du document

Traditional advertising is now ineffective effective in reaching the consumer, who has the choice between a great deal of channels, and is exposed to the newest technologies like digital video recording devices such as TiVo, or watching and streaming movies on the internet. The viewer today is able to eliminate almost any commercial. Branded Entertainment, and more specifically product placement in movies, seems to be the answer for marketers and advertisers who are looking for new ways to promote brands and products elsewhere then on television commercials today. When a product appears in a movie, it has to be integrated the best possible way into the scenario: it must be visible, if possible in the center of the screen, have a positive use, and integrate into the story logically. Realism is the key effect needed to realize an effective placement. Advertisers must be careful of over-exposure of brands in one movie as it can give the impression of watching a long commercial. If this happens, then product placement has failed, and people remember such a failure. This can have long term consequences on brand image.

Extraits

[...] The Extra-Terrestrial, same for Ray-Ban's sunglasses after the movie Risky Business featuring Tom Cruise, as well as the watches Omega after being worn by Pierce Brosnan in GoldenEye. Limits Product placement has, of course, its limits. The main one is over- exposure. Product placement is often associated with the adventures of the famous British secret agent James Bond, who drives an Aston Martin, drinks Bollinger champagne or Smirnoff Vodka, and wears an Omega watch . But an over-exposure of brands can be dangerous for their brand image, and for the movie itself. [...]

[...] LEHU Jean-Marc, Le placement de produits au cinéma : hiérarchie des critères d'utilisation ou hiérarchie des étapes ? 4ème Congrès Paris Venise des Tendances Marketing, Paris BEMEMAN Corinne et RUBBO Nicolas, Placement de produit : opinions des managers et pratiques dans le cinéma américain BAUBEAU Emilie, Mémoire de fin d'études: Placement de produits et image de marque Enquête MEDIAMETRIE CINEMA, La fréquentation du cinéma de Janvier à décembre 2006 France, Mars 2007. Studio magazine, mars 2008 Dossier Un jour au cinéma Articles www.media-awareness.ca Marketing and Consumerism: Advertising, it's everywhere www.nytimes.com Lorne Manly, On Television, Brands Go From Props to Stars October 2nd www.masternewmedia.org Robin Good, Product Placement And Hypercommercialism Pervade Hollywood Film Industry: But No-One Seems To Notice January 2007. [...]

[...] But product placements can be as cheap as they can represent huge amounts of money. It depends on the degree of implication of the brand in the movie, but also on the movie director, the actors, if it is a blockbuster or not . Also, let's not forget that if a brand appears in a movie, you can expect there to be some marketing promotions before and during the movie release. You have three different ones: Cross promotion: the brand used as a product placement in the movie advertises by using the movie's poster or the movie's image. [...]

[...] Its presence in the movie has to be realistic and has to fit logically into the scenario. This is why it is also interesting to analyse the type of brands that appear in specific movie genres. Different movie genres, different brands In general, products or brands are strategically placed in a movie. It goes with the genre of the movie. For example, for the 2008 movie Sex and The City, how many brands related to fashion were seen on screen or mentioned? [...]

[...] Because a bad product placement is like a bad commercial. And it is not what the viewers have signed up for, so marketers, as well as the movie producers, have to be vigilant concerning the use of brands and products in their scenario. Part What is a Product Placement? According to the PQ Media Global Product Placement Forecast 2006, global paid product placement spending surged to $ 2.21 billion in 2005 with double-digit growth expected to continue in 2006 and beyond. [...]