Product Placement

Outline

•Definition•History•Types & categories•Examples•Recent developments

Definition

•Product placement, or embedded marketing, 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.

History

Types and price formation

Types• Visual product placement• Verbal product placement

• InteractionPricing

1. Visual product placement, not linked to the storyline.

2. Visual product placement linked to the storyline.

3. Visual product placement with verbal mention.4. Scene written specially for the product.

Other categories and variations

•Products deliberately placed into productions in exchange for fees

•Products or locations that are obtained from manufacturers or owners to reduce the cost

of production•Service deals

•Advertisement placement•Promotional consideration

Product•Cars•Consumer electronics and computers•Tobacco products•Food and drink

Placement

•Movies•Television•Sports•Music videos•Books•Computer games•Comics

(Sports)

Cars in the MoviesMovie Car

Herbie, the Love Bug

Volkswagen Beetle

RoboCop Ford TaurusBack to the Future

DeLorean

The World Is Not Enough

BMW Z8

Lara Croft: Tomb Raider

Jeep Wrangler Rubicon

Electronics

Tobacco, food & drink

Parody

Faux product placementThe practice of inventing fictional brands for the purpose of

using them in movies/television/books, etc.

Reverse placementCreating products in real life to match those used in fictional

settings

Reverse placement (2)

Reverse product placement?

Product displacement• Product displacement is the removing of trademarked

products from primarily visual media in order to avoid the payment of licensing fees, if the trademark owner objects, or if the broadcaster would prefer not to publicise a product for free, if the owners have not paid for it to be included in a programme

Thank you!