“The importance of product placement in films in terms of building a brand image and the profitable return of the entertainment marketing from the perspective of brands”

Will Smith was driving an Audi in “I, Robot”

Jennifer Lopez was drinking Carlsberg in “the Wedding Planner”

Reasonto affect millions of people all around the world* their shopping and consuming behaviours* incredible budgets of films* images of brands and images of film characters* sense of reality

To understand the effects of the product/ brand placement in media on consumer choice.

The bibliographical reference for some of the key texts and sources

* Books and articles about branding, marketing, new marketing, websites and blogs.* Films as references since they involve brands in them. * Companies which associate the connection between brands and film production companies. People working in those companies’ branches and their interviews.

+ Case Study

The perspective: Branded Entertainment

the initial question of “how product placement in media, particularly in films, can affect consumers”

3 different big issues inside: * branding * entertainment marketing * consumer behaviour

Branding brand is a "name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition." (AMA)

a complex “new media object”

Strategic Programmatic Totalizing Long term

perspective Conceptual Material Performative

Entertainment Marketing

Entertainment marketing is the association between a product/brand and virtually any entertainment medium.

* how entertainment marketing works?* how the products, brands and mediums are chosen? * what are the results of that association between brands and film production companies in a branding perspective?

Consumer Behaviour “the process and activities people engage in when

searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires”.

* ability to know people* interactions among people’s thinking, feelings, and

actions, and the environment.* exchanges between human beings

(Chaudhuri) 3 classic influences on behaviour: Particular characteristics of the individual The environment that surrounds the individual The inherited genetics

Consumer Behaviour’s Role in Marketing Strategy

A marketing strategy is the design, implementation, and control of a plan to influence exchanges to achieve organizational objectives.

* Perception* Learning* Motivation* Personality* Attitude

Emotion & Reason

What is Product Placement? Product placement describes location or the

integration of a product/ brand into cultural vehicles as films, televised series, video games, songs and novels.

Types of product placement: visual, audible or even both to maximise the impact.

History of Product Placement

Product placement in the cinema is an old and simple technique.

In E.T. (Kennedy & Spielberg, 1982) the alien followed a trail of Hershey's Reese's Pieces to his new home. Sales of Reese's Pieces increased by 66% in 3 months following the film’s release, and to some the product placement industry was born.

Categories of Product Placement

• Classic Placement: Since the technique was first originated. More tactical than strategic, it is a matter of making a product or brand appear in the camera’s view, during filming.

• Corporate (Institutional) Placement: Prioritizes the brand over the product. If the audience does not know the brand before seeing the film, it may be absorbed and never noticed. it is often easier to insert a brand name or logo into a shot than a particular product. more durable than a product. “Garfield” (2004) cited Ferrari and Jaguar in the film, but no car by these brands is used.

• Evocative Placement: The brand does not appear, nor is it clearly onscreen. distinctive to evoke its name and specificity in the mind of the target. It might not be identified by an audience that is not familiar with the brand. “The Italian Job” (2003), the group of thieves celebrate their success by drinking champagne. No brand seen or mentioned on screen. However, several bottles are passed from hand to hand. The champagne was Moet & Chandon, the Dom Perignon vintage.

• Stealth Placement: Highly discreet, almost undetectable. Often well integrated into the scene. It avoids criticisms of commercial overtones. However, it can easily pass completely unnoticed. In “Great Expectations” (1998) Gwyneth Paltrow is dressed by Donna Karan.

For and Against Product Placement brand integration and conduction of

successful brand awareness campaigns. too many uncontrolled variables in the

placement model; too much instability in the environment; too many uncertainties regarding audience reactions.

the seller the

intermediary (the

film maker)

the intended

buyer (audience)

Research Objectives and MethodologyThe lines between a theoretical and empirical work in social sciences.

2 issues as research objectives:* To establish respondents’ recall of product

placements in a film presentation, both unaided and aided.

* To establish knowledge of and attitudes towards the practice.

a) The identification and selection of respondents.b)The choice of an appropriate stimulus to generate a

response.c)The choice of technique(s).

Critical Issuesa) current university

students and new graduates = group of highly educated young people who were born and lived in Turkey.

b) demographic and psychographic similarities help to generate my response.

c) a focus group experience with some other mixed research methods in it.

The demographic profile of the respondents is the following:

* 4 females are 23 years old,

* 2 females are 22, * 3 males are 22 * 1 male is 24. * All younger than 25

years old = an important market segment

* Of the 10 respondents, 4 had seen the film before.

James Bond – Die Another Day (2002) 20th in the James Bond

series, and the fourth and final film to star Pierce Brosnan as fictional MI6 agent James Bond.

40th anniversary It became the highest

grossing James Bond film to that date. The film earned 432 millions of dollars in box office and sat on the 46th rank in all films

Marketing Strategy The audience was all around

the world; thus, that success brought marketing success with itself.

Mattel is granted the license to sell a line of Barbie dolls based around the franchise. Mattel announced that the Bond Barbies will be at her "stylish best".

Madonna has performed a song for the film. Madonna’s Die Another Day is the second most expensive music video. (2010) The production cost for this music video is $6,100,000+. 

Even though “Die Another Day” has one of the biggest marketing campaigns in memory, blatant product placement here is minimal.

The Aston-Martin Vanquish and Jaguar XK8, Bollinger, and a few shots of well-placed products such as Heineken, Sony, Brioni.

Revlon collaborated with the makers of Die Another Day to create a cosmetics line based round the character Jinx. The limited edition 007 Colour Collection was launched.

A global marketing campaign ads, in-store and online promotion and publicity, Revlon said, aimed at reinforcing the brand's "Unforgettable Women" positioning.

Questionnaire

Section 1 A) Age: B) Sex: Have you seen this film before? Could you write down in a few words What you most liked? What you least liked? A) Were there any particularly memorable scenes? If yes, what ones? A) Can you write down the names of any brands referred to in the film? Can you write down the names of any songs referred to in the film? If you could have any drink at this moment, what would it be? Is this your favourite drink? If not, what is? Can you write down the names of any products you saw in the film?

Section 2 Which of the following brands were referred to in the film? (Tick all you can

remember) Which of the following products were mentioned?

Section 3 Product placement is defined as the inclusion of consumer products or services in

motion pictures in return for cash fees or reciprocal promotional exposure for the film in the marketers existing programmes.

In recent years there has been an increase in media exposure to this practice. I would now like you to indicate your opinion.

Now you know what Product Placement is. What do you think of the practice? Have you noticed any examples of Product placement in any other films before today? If yes, what were the films and their related products? Can you mark on the scale your attitude towards product placement concerning the

given criteria. Usual – Unusual Important to you – Unimportant to you Ethical – Unethical Obvious – Hidden Pleasing – Annoying Can you think of any benefits gained by having the practice of product Placement? If yes, what are they? If no, what are the problems of the practice? Should there be a disclosure statement before a film starts explaining what Product

Placement sponsors are featured in the film? Please give reasons for your answer. If there was no Product Placement, it would ultimately lead to an increase in ticket

prices. Would this be acceptable? If yes, how much extra would you be willing to pay to have such references excluded? Any further comments.  

Analysis of Findings Those who liked the film mentioned its music,

action scenes and the characters. 2 males mentioned the cars that the characters

drove. It can be said that it was more interesting to

males in terms of product placement. Males were more attracted to the scenes with

action like fighting and car driving-racing. All respondents correctly named Madonna and

her song “Die Another Day”. Those who didn’t like it mentioned its lack of

story, unreality and characters.

Analysis of the positive responses:* Those who felt product placement was

necessary to create or add realism.* Those who saw it as creative advertising which

could reach audiences that might otherwise be difficult to reach.

* Those who saw it as a source of funding for film production.

As for the negative responses these centred on the possible subconscious effects which were regarded as unethical.

Only 2 respondents had an overall negative attitude. When I asked “Can you think of any benefits gained

by having a practice of product placement?” 9 of 10 respondents said “Yes”. The benefits could be grouped into the following categories:

• Positive associations of a product with the film and its characters.

• Increased brand awareness.• More realistic films.• Source of funding for film producers.• Displays product in a realistic situation.• An advertisement.• Helps target specific audiences.

CONCLUSION The fiction needs points of reference with reality in order to be

accepted by the audience. (Flandé, 2007) Image It is very difficult to reach definite results since they are both -branding

and consumer behaviour- very dynamic and multi-directional.

Despite its obvious limitations, the study indicates that:1) Product placement is effective in achieving both unaided and aided

recall of featured products. Decay effects were not measured.2) Product placement can influence intentions to buy following exposure.

Neither actual behaviour nor long-run intentions were measured.3) While only 2 respondents expressed a negative attitude to product

placement as a practice, 5 of them considered it might be a form of subliminal advertising.

4) Product placement is seen as a recognised variable in the promotional mix.

THANK YOU.