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Product Placement Essay

1271 words - 6 pages

Brief summary of what product placement advertising is, how it is used and some recent examples of effective product placement.Product placement is the process of integrating commercial products in the media. The concept is to move away from in-your-face ads, where the product is the protagonist and where mini-movies or semi-documentary bits feature real life, as a product logo hangs in the background. Ideally the best way to use product placement is to incorporate it into the storyboard of whatever media is being used in order for the consumer to be reached by the product in the most effective manner.It is essential that the consumer does not feel like he or she is being bombarded by the ...view middle of the document...

However, there is also a danger that the consumer might view the product negatively. If consumers decide that the show or movie they are watching is not enjoyable then they will most likely associate the brand with a negative feeling.Yet another risk of using product placement is whether or not the consumer will even notice the advertisement or not. A product that is incorporated into the storyboard will surely be noticed but will a logo in the background be noticed? A gamer might play a racing game for hours without even noticing the dozens of brands around the circuit track. He or she might not notice the "Goodyear Tires" the car he is using has. Similarly, if it is in fact noticed, is there a way to find out if the product placement actually worked?How would advertisers know if their product placement has been successful?In reality there is no real way to determine whether or not product placement is successful. Surely, people can take surveys after watching a programming and they can be asked whether or not they remember a brand or what brands they remembered, if that. At the same time, there might be an unconscious part of the consumer that immediately blocks out any advertising within a show that might waken within him/her later on and this is immeasurable or detectable.Although most people believe sales are a proper determinant or index of success for product placement, it cannot be used to determine success. For one, the market is always changing as well as trends and consumer tendencies. Also, there is no way of knowing whether or not the reason for purchase is exposure to a product within media, for it could just as easily been due to word of mouth, or exposure at the bus stop, or perhaps the improving economic situation of the nation. An advertiser could infer that perhaps a promotion or a product placement spot is the reason for the sudden rise in sales but this would only be an educated guess.How consumers process product placement vs. traditional advertisingThere is a huge difference in the way consumers process product placement and traditional advertising. Product placement is something that consumers can't simply shut off or "zap" through if using DVR or Tivo. This makes the exposure to the brand a lot easier for advertisers. Traditional advertising is "in your face" and rarely non-intrusive. Because consumers know they are...

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