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Product placement is a form of advertising in whichbranded goodsand services are featured in a video production that targets a large audience. Also known as embedded marketing or embedded advertising, product placements are typically found in movies, television shows, personal videos, radio, and less commonly live performances. In exchange for product placement rights companies may pay a production company or studio in cash, goods or services.
Product placements are presented in way that will generate positive feelings towards the advertisedbrandand are implemented, mentioned, or discussed through the program. They are not explicit advertisements. This enables the audience to develop a stronger connection with the brand and provides justification for their purchase decision. When a brand appears in a movie, TV show or other performance it is most likely because an advertiser paid for that privilege. Some people believe that such advertising is inherently dishonest and deceptive to easily influenced children.
Advertisers and producers have become more sophisticated in how they execute product placements. For example, a products appearance may be relatively overt or seamless, such as if every car, shoe or drink featured in a show or movie was made by the same manufacturer. Another subtle tactic is to avoid showing a label orlogo, but featuring a products distinctive color or packaging, such as a curvy glass Coca-Cola bottle.
Product placement creates explicit and implicit advertising effects. For example, viewers of a product placement are more able toname a brandafter seeing it used in content. It can also create and cultivate different attitudes toward brands, as well as spur purchase intention. Brands placed with attractive characters or settings tend to appeal to people more.
The James Bond movie franchise provides many examples of product placement. While some advertisers change over the years, the constant is a robust lineup of product placements. For example, in the franchises reboot Casino Royale, automaker Ford paid $14 million to feature James Bond driving one or their models in about three minutes of screen time.
Many Gen Xers can tell you that the candy most associated with E.T. the Extraterrestrial is Reeses Pieces, or recall the scene in Waynes World that pokes fun at product placements while promoting at least five separate brands.
With the proliferation of ad blindness/bannerblindness (the ability to ignore ads), and the spread of streaming, a gap has formed in the efficacy of traditional televised advertising. Filling that gap is more sophisticated use of product placements. A recent trend is the sale to advertisers of entire story lines.
Digital editing technology has been utilized to introduce or change product placements in post-production, sometimes going back to change items used in syndicated shows long after they were filmed. When advertisers object to their brands being featured in productions producers may engage in product displacement, where they remove logos digitally. Another option, known as greeking, sees recognizable labels changed or taped over.
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