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Product Placement

Product Placement. Rita Natter. Product Placement. A form of advertisement where branded goods or services are placed in a context for advertisement such as movies, television, music videos or news programs. Then:.

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Product Placement

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  1. Product Placement Rita Natter

  2. Product Placement A form of advertisement where branded goods or services are placed in a context for advertisement such as movies, television, music videos or news programs.

  3. Then: Product placement began with a plug for Hershey’s Chocolate in the silent film era. “Two thirds of advertisers employ ‘branded entertainment’ (product placement) with the vast majority (80%) in commercial TV programming -Broadcasting and Cable (2006) Now:

  4. Influence Effectiveness Types of Product Placement : Audio Visual, Visual, Auditory Plot Integration: Products that are integrated within the plot of a movie are better remembered than those that are not integrated well. Character Attractiveness: Product placement with an attractive actress or actor makes the product placement more successful.

  5. Ways Measure Product Placement Economic Effects: How the product placement affects the stock price of the company Implicit Memory: previous experiences aid in the performance of a task without conscious awareness of these previous experiences Explicit Memory:  the conscious, intentional recollection of previous experiences and information

  6. Examples of Product Placement in Music Videos

  7. Product Placement in Television

  8. Product Placement in Movies

  9. Questions? Can you think of any product placements you have recently seen? Why do you think product placement is more effective than commercials or magazine advertisements?

  10. References http://www.alternet.org/story/11172/leaked_memo_reveals_wto_plan_to_%22sell%22_itself_to_american_youth http://www.journals.marketingpower.com/doi/abs/10.1509/jmkg.75.3.27 http://onlinelibrary.wiley.com/doi/10.1002/mar.20025/abstract;jsessionid=B6FE929F8F82EE9171AFCBE6D68F27A7.d04t02?systemMessage=Wiley+Online+Library+will+be+disrupted+on+23+February+from+10%3A00-12%3A00+BST+%2805%3A00-07%3A00+EDT%29+for+essential+maintenance http://www.warc.com/Pages/Search/WordSearch.aspx?q=AID:94991&Filter=ALL%20OF%20WARC&Area=ALL%20OF%20WARC http://www.sciencedirect.com/science/article/pii/S0749596X10000550

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