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Entertainment Marketing

Entertainment Marketing. Brian Gillespie May 19, 2010. Entertainment Marketing. Product Placement Consumer entertainment media consumption Film merchandizing. What is Product Placement?.

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Entertainment Marketing

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  1. Entertainment Marketing Brian Gillespie May 19, 2010

  2. Entertainment Marketing • Product Placement • Consumer entertainment media consumption • Film merchandizing

  3. What is Product Placement? • The insertion of branded products or services into mass media content with the intent of influencing consumer attitude or behavior • http://www.youtube.com/watch?v=5A0-u85aAYg • http://www.youtube.com/watch?v=lQKdEdzHnfU • Why product placement? • Oversaturation of traditional advertising outlets • Reach a captive and involved audience

  4. Product Placement History • Lumiere films in the 1890s • http://www.youtube.com/watch?v=j4hP2fL8liE • The first major film product placement? • Today it is a $3.36B dollar industry • Product channels • TV • Film • Books • Video Games • Music and Music Videos

  5. What do we know? • Placements have direct effects on different consumer attributes • Brand recognition (cognition) • Brand attitudes (affect) • Consumer choice (conation)

  6. Type of placements • Placement (subtle vs. blatant) on recognition and attitudes (Law and Braun 2000) • Blatant placements are more recognizable than subtle placements • Modality (auditory vs. visual) and plot connection (low plot connection vs. high plot connection) on recognition and attitude (Russell 2002) • High plot connection-auditory and low plot connection-visual placements increase attitudes

  7. Frequency of Placements • Type of placement (subtle vs. blatant) and repetition of placement (low repetition vs. moderate repetition) on attitude (Homer 2009)

  8. Character and Product Interactions • Attitudes toward the character vs. attitudes toward the product when the character interacts with the product (Russell and Stern 2006)

  9. Viewer Program Liking • Program liking (low vs. high), prime (not present vs. present), and prominence (subtle vs. blatant) for recognition and attitudes (Cowley and Barron 2008) • Those who like a program dislike placements more • Distracting from the show • Viewers feel betrayed

  10. Product Placement that Add Value for Consumers • Manipulation of the Verizon product placement shown in the 30 Rock episode • No exposure to the placement • Traditional placement • Enjoyment-congruent placement

  11. Results • Brand attitudes toward Verizon and the perceived enjoyment congruence of the placement were measured

  12. Consumer Acceptance of Product Placement • Scale development that includes four different dimensions • Consumer’s willingness to accept product placement as a useful tool when making consumption decisions • The seven scales were used to create a predictive model for susceptibility to persuasion • Product placement skepticism path • Product placement avoidance path • Product placement

  13. Consumer Acceptance of Product Placement CAPP

  14. Predicting Brand Attitudes Post Exposure to Product Placement No Exposure to Verizon Placement Exposure to Verizon Placement

  15. Understanding CAPP CAPP

  16. Entertainment Media Consumption • Several predictors of media consumption • Genre • Star and director power • Ticket price (movies) • Time/date of Airing (television) • Previous films (sequels) • MPAA and FCC ratings • Particularly with youth • Critics’ reviews • Advertising and promotion

  17. Entertainment Media Consumption and Narrative Transportation • Media consumption intention • Likelihood that individuals will watch a given program in the future • Narrative transportation • Absorption into a story • Program enjoyment • The amount that an individual enjoys a given program • Program familiarity • The level in which an individual is familiar with a given program

  18. Narrative Transportation and Media Consumption Results

  19. Film Merchandising • Merchandising is the methods, practices, and operations used to promote and sustain certain categories of commercial activity • Film merchandising refers to the commodities or products based on movie themes, characters and or images that are designed, manufactured and marketed for direct sale • http://www.youtube.com/watch?v=xvmZ9SPcTzU

  20. Film Merchandising History • First major film merchandising success • http://www.youtube.com/watch?v=-GqR1q0vaSs • Traditionally, film merchandising has been used to target kids through toys • Increasing number of toys aimed at adults • Clothing lines are becoming popular • Today licensed products for entertainment merchandise generate $16 billion a year

  21. Merchandise First • Toy lines that inspired films and television shows • G.I. Joe • Hasbro toy • Inspired animated television show and live-action movie • Transformers • http://www.youtube.com/watch?v=yxVdqHn-tOo&feature=related • Approximately $600 million in merchandise sales after Transformers 2: Revenge of the Fallen

  22. Other CBBR Studies • Show mood • Measure the perceived seriousness of shows when laugh-tracks are present vs. absent • Boeing pricing study • Charitable events and charitable giving fit • Rhymes and alliteration • Chicks for Hicks • Cots for Cats

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