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WIKIBOOKS
DISPONIBILI
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NATURE
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ARTICLES IN THE BOOK

  1. ACNielsen
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  3. Affiliate marketing
  4. Ambush marketing
  5. Barriers to entry
  6. Barter
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  8. Brainstorming
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  23. Cannibalization
  24. Capitalism
  25. Case studies
  26. Celebrity branding
  27. Chain letter
  28. Co-marketing
  29. Commodity
  30. Consumer
  31. Convenience store
  32. Co-promotion
  33. Corporate branding
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  40. Database marketing
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  44. Demographics
  45. Department store
  46. Design
  47. Designer label
  48. Diffusion of innovations
  49. Direct marketing
  50. Distribution
  51. Diversification
  52. Dominance strategies
  53. Duopoly
  54. Economics
  55. Economies of scale
  56. Efficient markets hypothesis
  57. Entrepreneur
  58. Family branding
  59. Financial market
  60. Five and dime
  61. Focus group
  62. Focus strategy
  63. Free markets
  64. Free price system
  65. Global economy
  66. Good
  67. Haggling
  68. Halo effect
  69. Imperfect competition
  70. Internet marketing
  71. Logo
  72. Mail order
  73. Management
  74. Market
  75. Market economy
  76. Market form
  77. Marketing
  78. Marketing management
  79. Marketing mix
  80. Marketing orientation
  81. Marketing plan
  82. Marketing research
  83. Marketing strategy
  84. Marketplace
  85. Market research
  86. Market segment
  87. Market share
  88. Market system
  89. Market trends
  90. Mass customization
  91. Mass production
  92. Matrix scheme
  93. Media event
  94. Mind share
  95. Monopolistic competition
  96. Monopoly
  97. Monopsony
  98. Multi-level marketing
  99. Natural monopoly
  100. News conference
  101. Nielsen Ratings
  102. Oligopoly
  103. Oligopsony
  104. Online marketing
  105. Opinion poll
  106. Participant observation
  107. Perfect competition
  108. Personalized marketing
  109. Photo opportunity
  110. Planning
  111. Positioning
  112. Press kit
  113. Price points
  114. Pricing
  115. Problem solving
  116. Product
  117. Product differentiation
  118. Product lifecycle
  119. Product Lifecycle Management
  120. Product line
  121. Product management
  122. Product marketing
  123. Product placement
  124. Profit
  125. Promotion
  126. Prototyping
  127. Psychographic
  128. Publicity
  129. Public relations
  130. Pyramid scheme
  131. Qualitative marketing research
  132. Qualitative research
  133. Quantitative marketing research
  134. Questionnaire construction
  135. Real-time pricing
  136. Relationship marketing
  137. Retail
  138. Retail chain
  139. Retail therapy
  140. Risk
  141. Sales
  142. Sales promotion
  143. Service
  144. Services marketing
  145. Slogan
  146. Spam
  147. Strategic management
  148. Street market
  149. Supply and demand
  150. Supply chain
  151. Supply Chain Management
  152. Sustainable competitive advantage
  153. Tagline
  154. Target market
  155. Team building
  156. Telemarketing
  157. Testimonials
  158. Time to market
  159. Trade advertisement
  160. Trademark
  161. Unique selling proposition
  162. Value added


 

 
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MARKETING
This article is from:
http://en.wikipedia.org/wiki/Product_placement

All text is available under the terms of the GNU Free Documentation License: http://en.wikipedia.org/wiki/Wikipedia:Text_of_the_GNU_Free_Documentation_License 

Product placement

From Wikipedia, the free encyclopedia

 
Wikibooks
Wikibooks has more about this subject:
Marketing

Product placement (PPL) is a promotional tactic used by marketers in which a real commercial product is used in fictional or non-fictional media, and the presence of the product is a result of an economic exchange. When featuring a product is not part of an economic exchange, it is called a product plug. Product placement appears in plays, film, television series, music videos, video games and books, and is a relatively new idea (first appearing in the 1980's). Product placement occurs with the inclusion of a brand's logo, or a favorable mention or appearance of a product. 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.[1] The most common form is movie and television placements and more recently computer and video games. Recently, web 2.0 sites have experimented with in-site product placement as a revenue model.

Manifestations of product placement

Early examples

A Coca Cola product placement on the space shuttle is a form of space advertising.
A Coca Cola product placement on the space shuttle is a form of space advertising.

Traditionally, television networks demanded brand names be "greeked", like changing a Nokia phone to "Nokio" on the TV show Melrose Place.[1] One of the the best-known instance of product placement appeared in 1982 movie E.T. the Extra-Terrestrial, which increased sales of Reese's Pieces 65 percent. [1]

Most of the motorcycles used in the 1979 film Mad Max were allegedly donated to the production by Kawasaki.

A very early example of product placement in film occurs in the 1949 film Love Happy, in which Harpo Marx cavorts on a rooftop among various billboards and at one point escapes from the villains on the old Mobil logo, the "Flying Red Horse".

Another very early example potentially occurs in Jules Verne's Around the World in Eighty Days in which transport and shipping companies lobbied to be mentioned as it was initially published in serial form.

Still another example is the conspicuous display of Studebaker motor vehicles in the television show Mr. Ed, which was sponsored by the Studebaker Corporation from 1961 to 1963.

Likely the earliest example of product placement in a computer or video game occurs in the 1984 game Action Biker for KP's Skips crisps.

Likely the earliest example of product placement in a cartoon occurs in the Comedy Central show: Shorties Watchin’ Shorties.[1]

Forms of product placement

The most basic form of product placement is the inclusion of a product name or logo in the foreground or background of a scene. Payments are based on exposure, including the number of times the product is shown or mentioned, the duration of that exposure, and the degree of inclusion of the product in the story line. If the product is actively used (such as when a leading character can be clearly seen to take a drink from the bottle or can), placement fees may be higher.

Other times, product usage is negotiated rather than paid for. Some placements provide productions with below-the-line savings, with products such as props, clothes and cars being loaned for the production's use, thereby saving them purchase or rental fees. Barter systems (the director/actor/producer wants one for himself) and service deals (cellular phones provided for crew use, for instance) are also common practices. Producers may also seek out companies for product placements as another savings or revenue stream for the movie, with, for example, products used in exchange for help funding advertisements tied-in with a film's release, a show's new season or other event.

The most common products to be promoted in this way are automobiles. Frequently, all the important vehicles in a movie or television serial will be supplied by one manufacturer. For example, The X-Files used Fords, as do leading characters on 24. The James Bond films pioneered such placement.[2] The 1974 film The Man with the Golden Gun featured extensive use of AMC cars, even in scenes in Thailand, where AMC cars were not sold, and had the steering wheel on the wrong side of the vehicle for the country's roads. Other times, vehicles or other products take on such key roles in the film it is as if they are another character. Examples of this practice include Bad Boys 2, in which every car was made by General Motors. In Desperate Housewives all of the women drive Buicks, another example of prodcut placement.

More recently, Apple Computer frequently places its products in films and on television, where they therefore seem much more common than in most real-world offices and homes. Apple has recently stated that it does not pay for product placement, though executives will not say how their products get into movies and onto TV. The most plausible argument may be that Apple computers appear to be more visually appealing than ordinary PCs. (Notably, recognizable Apple products have appeared in newspaper comic strips, including Opus, Baby Blues, Non Sequitur, and FoxTrot, even though paid placement in comics is all but unknown.) In a twist on traditional product placement, Hewlett-Packard computers now appear exclusively as part of photo layouts in the IKEA catalog in addition to placing plastic models of its computers in IKEA stores, having taken over Apple's similar position in the Swedish furniture retailer's promotional materials several years ago. Hewlett-Packard also put their computers in The Office (US version).

A variant of product placement is advertisement placement. In this case an advertisement for the product (rather than the product itself) is seen in the movie or television series. Examples include a Lucky Strike cigarette advertisement on a billboard or a truck with a milk advertisement on its trailer.

Product placement is also used in books (particularly novels) and video games, such as Crazy Taxi, which featured numerous 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.

Quantification methods track brand integrations, with both basic quantitative and more demonstrative qualitative systems used to determine the cost and effective media value of a placement. Rating systems measure the type of placement and onscreen exposure is gauged by audience recall rates. Products might be featured but hardly identifiable, clearly identifiable, long or recurrent in exposure, associated with a main character, verbally mentioned and/or they may play a key role in the storyline. Media values are also weighed over time, depending on a specific product's degree of presence in the market.

Product placement can be seen as a modern version of the exhibit displays seen at world's fairs, concerts, sporting events, or anywhere that large numbers of potential customers gathered.

Virtual product placement uses computer graphics to insert the product into the program after the program is complete[2][3].

The film The Truman Show explores the idea of a 24-hour on-air reality television program funded entirely by product placement.

Controversy

The James Bond film Licence to Kill featured use of the Lark brand of cigarette, and the producers accepted payment for that product placement. The studio's executives apparently believed that the placement triggered the American warning notice requirement for cigarette advertisements and thus the picture carried the Surgeon General's Warning at the end credits of the film. This brought forth calls for banning such cigarette advertisements in future films.

Some consumer groups such as Commercial Alert object to product placement as "an affront to basic honesty"[4], which they claim is too common in today's society. Commercial Alert asks for full disclosure of all product placement arrangements, arguing that most product placements are deceptive and not clearly disclosed. They advocate notification before and during television programs with embedded advertisements. One justification for this is to allow greater parental control for children, whom they claim are easily influenced by product placement.

The film Minority Report, loosely based on the Philip K. Dick short story of the same name, makes heavy use of product placement including Coca-Cola, Gap and Lexus. Director Steven Spielberg also uses one scene to apparently criticize advertising: the main character (Tom Cruise) is harassed by personalised advertisements calling out his own name. The movie Fight Club, directed by David Fincher, bites the hands that feed it by depicting acts of violence against most of the products that paid to be placed in the film. Examples include the scene where the Apple Store is broken into, and the scene in which Brad Pitt and Edward Norton smash the headlights of a new Volkswagen Beetle. However it is arguable that the negative portrayal of these ads is cancelled out since they are in fact still paid-for product placements within the film.

The film I, Robot, based on the story collection by Isaac Asimov, again makes heavy use of product placements for Converse and JVC. The film was subject to negative criticism[5] as a result of this, being ranked as the #1 worst film for product placement on one site[6].

Television show South Park has also recently taken advantage of product placements during its tenth season. The franchise P.F. Chang's was presented prominently in the episode A Million Little Fibers and was not 'spoofed' or mocked in any fashion. (Rather, it was shown as just another place in South Park). Cartoon Wars Part I also shown the character Eric Cartman packing Dr Pepper alongside the fictional Cheesy Poofs in a methodical fashion.

Faux Product Placement

Some filmmakers have responded to product placement by creating false products that frequently appear in the movies they make. Some examples:

  • Kevin Smith - Nails Cigarettes, Mooby Corporation, Chewlees Gum, Discreeto Burritos
  • Quentin Tarantino - Red Apple Cigarettes, Big Kahuna Burger, Jack Rabbit Slim's Restaurants.
  • Robert Rodriguez - Chango Beer.

This practice is also fairly common in certain comics, such as Svetlana Chmakova's Dramacon (which makes several product-placement-esque usages "Pawky", a greeking of the name of the Japanese sweet "Pocky", a popular import amongst the anime and manga fan community amongst whom the story is set), or Naoko Takeuchi's Sailor Moon (which includes numerous references to the series Codename: Sailor V which Moon was spun off of; the anime makes even further usage of this meta-referential gag, going so far as having an animator on a Sailor V feature film be the victim of the week in one episode).

See also

  • Morley, a fictional brand of cigarettes used in movies and TV
  • Kmart realism - product placement for cultural familiarity
  • parody advertisement - Exact opposite of product placement
  • Publicity
  • Undercover marketing
  • Advertising
  • False advertising
  • Advertiser funded programming
  • Namechecking
  • ad creep


 

References

  1. ^ a b c Solomon. Zaichkowsky, Polegato.Consumer Behaviour Pearson, Toronto. 2005
  2. ^ Nadja Tata: "Product Placement in James-Bond-Filmen". Saarbrücken 2006 - ISBN 3-86550-440-X
Retrieved from "http://en.wikipedia.org/wiki/Product_placement"