Product Placement
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Product placement From Wikipedia, the free encyclopedia Jump to: navigation, search Marketing Key concepts Product Pricing Distribution Service Retail Brand management Account-based marketing Marketing ethics Marketing effectiveness Market research Market segmentation Marketing strategy Marketing management Market dominance Promotional content Advertising Branding Underwriting Direct marketing Personal Sales Product placement Publicity Sales promotion Sex in advertising Loyalty marketing Premiums Prizes Promotional media Printing Publication Broadcasting Out-of-home Internet marketing Point of sale Promotional merchandise Digital marketing In-game In-store demonstration Word-of-mouth marketing Brand Ambassador Drip Marketing This box: view · talk · edit Product placement, or embedded marketing,[1][2][3][4] is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, the story line of television shows, or news programs. The product placement is often not disclosed at the time that the good or service is featured. Product placement became common in the 1980s. In April 2006, Broadcasting & Cable reported, "Two thirds of advertisers employ 'branded entertainment'²product placement²with the vast majority of that (80%) in commercial TV programming." The story, based on a survey by the Association of National Advertisers, said "Reasons for using in-show plugs varied from 'stronger emotional connection' to better dovetailing with relevant content, to targeting a specific group."[5] Contents [hide] y 1 Early examples y 2 Placement in movies o 2.1 Self Promotion y 3 Sports o 3.1 NFL y 4 Categories and variations y 5 Measuring effectiveness y 6 Consumer response and economic impact y 7 Products o 7.1 Automobiles o 7.2 Consumer electronics and computers o 7.3 Food and drink o 7.4 Travel o 7.5 Tobacco y 8 Radio, television and publishing o 8.1 Reality television o 8.2 Public and educational television o 8.3 Television programs o 8.4 Advertiser-produced programming o 8.5 Comic publishing o 8.6 Music and recording industries o 8.7 Payola and legal considerations y 9 Extreme and unusual examples o 9.1 Self-criticism o 9.2 Faux product placement and parodies o 9.3 Reverse placement o 9.4 Virtual placement o 9.5 Viewer Response y 10 Product displacement y 11 External links y 12 Further reading y 13 References [edit] Early examples Product placement dates back to the nineteenth century in publishing.[citation needed] By the time Jules Verne published the adventure novel Around the World in Eighty Days (1873) he was a world-renowned literary giant to the extent transport and shipping companies lobbied to be mentioned in the story as it was published in serial form; however if he was actually paid to do so remains unknown.[6] Product placement is still used in books to some extent, particularly in novels. Recent scholarship in film and media studies has drawn attention to the fact that product placement was a common feature of many of the earliest actualities and cinematic attractions that characterised the first ten years of cinema history [7] [8] [edit] Placement in movies Recognizable brand names appeared in movies from cinemas earliest history. Before films were even narrative forms in the sense that they are recognised today, industrial concearns funded the making of what film scholar Tom Gunning has described as "cinematic attractions"[9] these were short films of no longer than one or two minutes. In the first decade or so of film history (1895- 1907) audiences did not go to see films as narrative art forms but as fairground attractions interesting for the amazing visual effects they appeared to be. This format was much beter suited to product placement than the narrative form of cinema that came later when film making became a more organised industry. Taking this as a starting point, Leon Gurevitch has argued that early cinematic attractions share more in common with the adverts that emerged from the television industry in the 1950s than they do with traditional films.[10] Gurevitch suggests that as a result, the relationship between cinema and advertising is more intertwined than previous historians have credited, suggesting that the birth of cinema was in part the result of advertising and the economic kickstart that it provided early film makers.[11] Kerry Segrave details the industries that advertised in these early films and goes on to give a thorough account of the history of product placement over the following century.[12] In the 1920s, the weekly trade periodical Harrison's Reports published its first denunciation of that practice with respect to Red Crown gasoline appearing in the comedy film The Garage (1919), directed by and co-starring Fatty Arbuckle.[13] During the next four decades, Harrison's Reports frequently cited cases of on-screen brand-name products,[14] always condemning the practice as harmful to movie theaters. Publisher P. S. Harrison¶s editorials strongly reflected his feelings against product placement in films. An editorial in Harrison¶s Reports criticized the collaboration between the Corona Typewriter company and First National Pictures when a Corona typewriter appeared in the film The Lost World (1925).[15] Harrison's Reports published several incidents about Corona typewriters appearing in films of the mid-1920s. Among the famous silent films to feature product placement was Wings (1927), the first film to win the Academy Award for Best Picture. It contained a plug for Hershey's chocolate. Another early example in film occurs in Horse Feathers (1932) where Thelma Todd's character falls out of a canoe and into a river. She calls for a life saver and Groucho Marx's character tosses her a Life Savers candy. The film It's a Wonderful Life (1946), directed by Frank Capra, depicts a young boy with aspirations to be an explorer, displaying a prominent copy of National Geographic. In the film Love Happy (1949), Harpo Marx's character cavorts on a rooftop among various billboards and at one point escapes from the villains on the old Mobil logo, the "Flying Red Horse". Harrison's Reports severely criticized this scene in its film review[16] and in a front-page editorial of the same issue. In the film noir Gun Crazy (1949), the climactic crime is the payroll robbery of the Armour meat-packing plant, where a Bulova clock is prominently seen. In other early media, e.g., radio in the 1930s and 1940s and early television in the 1950s, programs were often underwritten by companies. "Soap operas" are called such because they were initially underwritten by consumer, packaged-goods companies such as Procter & Gamble or Unilever. When television began to displace radio, DuMont's Cavalcade of Stars television show was, in its era, notable for not relying on a sole sponsor in the tradition of NBC's Texaco Star Theater and similar productions. Sponsorship exists today with programs being sponsored by major vendors such as Hallmark Cards. The conspicuous display of Studebaker motor vehicles in the television series Mr. Ed (1961± 1966), which was sponsored by the Studebaker Corporation from 1961 to 1963, is another example of product placement. Incorporation of products into the actual plot of a film or television show is generally called "brand integration". An early example of such "brand integration" was by Abercrombie & Fitch when one of its stores provided the notional venue for part of the romantic-comedy film Man's Favourite Sport? (1964) starring Rock Hudson and Paula Prentiss. In 1995 one of the most successful movie product tie-in was when Karen sortito created a BMW campaign for the film GoldenEye. The BMW car, a Z3, was a new model at the time.[17] Afterwards, while the film was number one at the box office, sales of the car spiked. For the next film in the James Bond franchise, Tomorrow Never Dies, Sortito created a $100 million promotional campaign that included tie-ins with Visa, L'Oréal, Ericsson, Heinekin, Avis rental cars and Omega watches. The film brought in more than $300 million dollars.[18] A recent example is HBO's Sex and the City (1998±2004), where the plot revolved around, among other things, Absolut Vodka, a campaign upon which one of the protagonists was working, and a billboard in Times Square, where a bottle prevented an image of the model from being pornographic. Knight Rider (1982±1986), a television series featuring a talking Pontiac Trans Am, is another example of brand integration. The earliest example of product placement in a computer or video game occurs in Action Biker (1984) for Skips crisps, a product by KP Snacks. Video games, such as Crazy Taxi (1999), feature 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. Today, product placement in online video is also becoming common. Online agencies are specializing in connecting online video producers, which are usually individuals, with brands and advertisers. [edit] Self Promotion Twentieth Century Fox, a subsidiary of News Corporation, has promoted its parent company's own Sky News channel through including it as a plot device when characters are viewing news broadcasts of breaking events.[citation needed] The newscaster or reporter in the scene will usually state that the audience is viewing Sky News, and reports from other channels are not shown. One notable example is the film Independence Day (1996). [edit] Sports Product placement has long been prevalent in sports as well, from professional sports to college sports, and even on the local level with high school sports. This can be attributed to sports being prevalent on television, which increases exposure to these products.