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Process of product positioning in relations to consumer behavior
Research objectives of How effective is Product placement in Movies
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Introduction
Product placement can be considered a new marketing tool when associated within motion pictures and television. It can result in a more positive brand attitude when the product is associated with a character or group of characters that are preserved to be positive in the eyes of their audience. It is the intention of this study to look at the effects of product placement and it’s use in combination with advertising and their effects on the target audience. This literature review is an attempt to view both sides of the controversial issue.
Problem Statement
The problem of this study is the effect of product placement, used as a marketing tool, in motion pictures, television, literature, Internet, and in games, and the effect that it has on particular product consumers.
Summary of Articles
Shinan Govani is a Toronto-based freelance writer whose work has appeared in George magazine. She was summarized in saying that products don't tarnish a movie; sometimes they enhance it. She justifies this by saying “…these products give movies an indelible imprint of realism. In real life, we eat, drink, wear, and drive brand name products. It’s part of our typography.” (Govani, 1999) She went on to comment, “Some may disparage this product treasure-hunt mentality, but it's something nearly all of us respond to. Even during the Clinton-Lewinsky saga - the year's most popular movie, according to Neal Gabler, author of "Life: The Movie" - we chuckled at mention of Monica's blue Gap dress or at Clinton taking a swig from a Diet Coke can during his grand jury testimony.” (Govani, 1999) Was this planned, was this product placement… no it’s real life.
David Bauder reported on the controversy and was quoted in saying, “The new technology isn't likely to replace regular commercials”, he also reported that when it comes to television, “it's starting to get harder to tell when the ads end and the show begins”. (Bauder, 1999) Bauder interviewed several experts and officials in the industry such as Robert Thompson, director of the Center for the Study of Popular Television at Syracuse University, who said, "There is certainly a sense that the bleeding of the commercials into the programs is getting more extreme than it ever has been”. For many years, networks took pains to avoid product placement. The results often looked awkward: Actors would drink from a...
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Rothenberg, Randall (2001). Marketing’s ‘borders’ blurred by product placement revival. Advertising Age, 72, 24.
Sellers, Dennis (1999, November 4). Faous People: GQ, Stanley Mouse, and product placement. MacCentral On-line. Retrieved from http://maccentral.macworld.com/news/9911/04.famous.shtml
Weaver, D.T., & Oliver, M.B. (2000, June). Television programs and advertising: Measuring the effects of product placement within Seinfeld. Paper presented to the Mass Communications Division at the 50th annual conference of the International Communication Association (ICA), Acapulco, Mexico.
Weinberg, Larry. Product Placement. Retrieved from http://www.geocities.com/weinbergreport/brandinglarry.htm Wells, Melanie (2001, October 29). Who Really Needs Madison Avenue? Forbes 131.