Product Placement - Richie
Product Placement - Richie
Product Placement - Richie
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<strong>Product</strong> <strong>Placement</strong><br />
in TV soaps, films and video games,<br />
is it the future of advertising<br />
Abstract:<br />
The purpose of this report is to discuss the various methods of <strong>Product</strong> <strong>Placement</strong>, the<br />
different methods used to showcase <strong>Product</strong> <strong>Placement</strong>, their advantages and disadvantages and<br />
look at the future of <strong>Product</strong> <strong>Placement</strong>. Also the results of our own empirical research and<br />
comparisons of our findings with previous research will be looked at and from this conclusions<br />
and recommendations will be drawn.<br />
Table of Contents :<br />
0-0 Introduction! ! ! ! ! !<br />
1-0 The History of <strong>Product</strong> <strong>Placement</strong><br />
2-0 Types of <strong>Product</strong> <strong>Placement</strong><br />
3-0 The Cost of <strong>Product</strong> <strong>Placement</strong><br />
4-0 Advantages and Disadvantages of <strong>Product</strong> <strong>Placement</strong><br />
5-0 The future of <strong>Product</strong> <strong>Placement</strong><br />
6-0 Results<br />
7-0 Discussion<br />
8-0 References<br />
9-0 Appendix<br />
02<br />
02<br />
07<br />
11<br />
13<br />
16<br />
18<br />
22<br />
24<br />
26<br />
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<strong>Product</strong> <strong>Placement</strong>! -1- Aladdin Kishk & Colette Keely
0 - 0 Introduction<br />
As the consumer market has becoming more fragmented, marketers in recent decade<br />
turned to a variety of communication channels in their efforts to reach customers. One of the<br />
emerging channels that have been exploited frequently in recent years is <strong>Product</strong> <strong>Placement</strong>.<br />
<strong>Product</strong> <strong>Placement</strong> is not a new concept in the field of promotion. It has been defined as “a paid<br />
product message aimed at influencing movie or TV audiences via the planned and unobtrusive<br />
entry of a branded product into a movie or TV programme” (Balasubramanian, 1994). <strong>Product</strong><br />
<strong>Placement</strong> has also appeared more recently in video games. This report outlines the several<br />
key advantages and disadvantages of product placement. Advantages range from costeffectiveness<br />
to positive audience perception and brand association (Delorme & Reid, 1999 et<br />
al). Comparing with traditional advertising messages, the product placement sponsor’s identity<br />
is kept hidden and these types of hybrid messages enable the sponsor to control the message<br />
content, and in the meantime disguise the commercial origins to appear believable. In addition,<br />
brand placements often involve an implicit endorsement by a celebrity using a specific brand<br />
(Avery & Ferraro, 2000).<br />
1 - 0 The History of <strong>Product</strong> <strong>Placement</strong><br />
<strong>Product</strong> placement has been traced as far back as to the silent-film days when actors<br />
were filmed in front of restaurants. In exchange the restaurant fed the cast and crew free of<br />
charge. The very first example of <strong>Product</strong> <strong>Placement</strong> is thought to have occurred in the 1800s,<br />
in the film Defile du 8u Battalion, where a little wheelbarrow with a soap logo on it was used as<br />
an advertisement for the soap and so a new system of advertising was born.<br />
Since then examples of <strong>Product</strong> <strong>Placement</strong> are evident in every decade. In the 1940’s<br />
NW Ayer advertising agency arranged for glamorous film stars to wear De Beers’ diamonds and<br />
other jewelry on screen. In 1950’s in the movie Rebel without a Cause James Dean used an Ace<br />
Comb and increased sales resulted, also in the movie The African Queen Katharine Hepburn is<br />
shown dumping Gordon’s Dry Gin overboard. Although product placement has been a part of<br />
popular entertainment from the very beginning, it did not become a large part of the advertising<br />
strategy until the 1980’s when the practice of product placement evolved into its own industry.<br />
During the following years all of the production studios opened departments specifically<br />
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<strong>Product</strong> <strong>Placement</strong>! -2- Aladdin Kishk & Colette Keely
dedicated to product placement and since then the industry has gained wide spread recognition<br />
as a viable marketing strategy.<br />
Before the advent of movies and television, soap opera radio broadcasts comprised a<br />
large part of popular entertainment. These broadcasts were called “soap operas” because they<br />
often mentioned various soap products within the storyline in exchange for financial support<br />
from their household cleaning manufacturing sponsors, like Proctor and Gamble. In the 1890’s,<br />
when the first films were released, the Lumiere brothers heavily incorporated Lever Sunlight<br />
Soap into their films because of their strong business association with a Lever publicist.<br />
Examples of <strong>Product</strong> <strong>Placement</strong> brands in films include:<br />
Budget Rent-a-Truck in Home Alone (1990). Budget was a major<br />
player in car rentals, but its truck-rental business was being obscured by<br />
household names like U-Haul and Ryder. However Budget reinforced their<br />
company name when it put musician John Candy and his merry band along with Jan Hooks<br />
(Macaulay Culkin’s mom) in a Budget moving van making the long haul back to Chicago<br />
(Businessweek, 1998).<br />
Dr. Pepper in Forrest Gump (1994): Tom Hanks<br />
visits the Kennedy White House and recalls, “One of the<br />
best things about meeting the president was you could drink<br />
all the Dr. Pepper you wanted. I think I had me about 12.”<br />
This is an example of an ideal usage product placement<br />
where a major star consumes a product and talks about it.<br />
(Knight Rider/Tribune News Service, Dec 26, 1997).<br />
Ford supplied Agent 007’s new $228,000 Aston Martin<br />
Vanquish in Die Another Day (2002). As well as this, products<br />
such as Revlon, Omega, Phillips/Norelco, British Airways, and<br />
Visa signed a worldwide deal estimated to be worth $100 million<br />
in product value and marketing support (Hollywood Reporter,<br />
April 30, 2002).<br />
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<strong>Product</strong> <strong>Placement</strong>! -3- Aladdin Kishk & Colette Keely
In 1982, the Steven Spielberg blockbuster E.T.<br />
included a scene in which the alien character was<br />
coaxed out of hiding with Reese's Pieces, a new candy<br />
introduced by Hershey. Hershey did not directly pay<br />
Universal Pictures for the product placement, but<br />
instead agreed to sponsor $1 million worth of<br />
advertising for the film. Hershey’s investment more<br />
than paid off as sales of Reese’s Pieces increased by 80%. This success sparked a shift in the<br />
film industry's revenue models, as major corporations looked to replicate this advertising<br />
success with their own products and brands. Other notable product placements in films include<br />
Red Stripe in The Firm. Within a month of the The Firm's release, sales of the Jamaican beer<br />
had increased by more than 50% in the U.S. In another example, the prominence of Ray Ban<br />
sunglasses in Men In Black & Okely in Mission Impossible 2 was the first major instance of<br />
using actors’ faces as valuable advertising. (Fig. 1 & 2)<br />
Figure 2: Okley In MI2<br />
Figure 1: Ray Ban in Men In Black<br />
As with film, heavy use of product placement in television was inspired by one<br />
significant moment. In an episode of Survivor 2000, a popular reality television show, the prize<br />
for one of the challenges was a bag of Doritos and a Mountain Dew. This episode was so<br />
successful in increasing sales of Doritos and Mountain Dew that since then, product placements<br />
have become a main part of the prize winnings in several reality shows including The<br />
Apprentice, America's Next Top Model, Top Chef, Project Runway, and of course, Survivor.<br />
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<strong>Product</strong> placement is used in traditionally scripted shows as well, including King of<br />
Queens, The Sopranos, and Alias. In one episode of Seinfeld, Junior Mints are a main part of<br />
the plot. While observing an operation on Elaine’s ex-boyfriend, Jerry and Kramer fuss over a<br />
box of Junior Mints, and as a result drop a mint into the patient’s body. This is an example of a<br />
sophisticated use of <strong>Product</strong> <strong>Placement</strong> where instead of merely showing the characters using<br />
the product, the writers incorporate Junior Mints into the dialogue and humor of the show.(Fig. 3)<br />
Figure 3: Junior mints in Seinfield<br />
<strong>Product</strong> <strong>Placement</strong> has also been incorporated into video games and has become very<br />
popular. Advertisers do not pay video game makers for product placement, instead the deals are<br />
cross-promotion opportunities, and in some cases the game makers pay license fees to use the<br />
likenesses of real products in order to make their games more realistic.<br />
In an early controversial example of product placement in games, in 1990 a group of<br />
doctors trying to reduce teen-age smoking were outraged to find billboard signs with Marlboro<br />
and Budweiser logos in video arcade games. Sega, the maker of the games, explained that the<br />
inclusion of the logos was an attempt to create a real-life situation. Dave Rosen, co-chairman of<br />
Sega’s board, stated, “…there is absolutely no form of paid advertising displayed in any of<br />
Sega’s arcade or consumer video games.” Philip Morris and Anheuser Busch both confirmed<br />
that they had not authorized use of their logos, and asked Sega to remove the logos from their<br />
games.<br />
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<strong>Product</strong> <strong>Placement</strong>! -5- Aladdin Kishk & Colette Keely
Today, advertisers are much more interested in the $24 billion video game industry.<br />
Spending on in-game product placement was estimated at $300 million this year, with<br />
projections of $1 billion in spending by 2010. Nielsen ratings in 2003 showed a 7% decline in<br />
television viewing among 18 to 34 year-old males. This decline was directly attributed to the<br />
growing popularity of video games for individuals in this category.<br />
In addition to the growing numbers, the gaming population is also extremely attractive<br />
to advertisers for several reasons. Gamers have above-average household incomes. Game<br />
consoles are becoming “digital hubs” in the living room, which will result in greater advertising<br />
exposure for all members of the household. Finally, gamers seem to respond positively to<br />
product placement. In one study, 70% of gamers surveyed considered product placement a<br />
positive feature that increased the realism of the game. Studies have also shown that short-term<br />
recall rate of brand names in video games is upwards of 40%, with sports games taking the lead<br />
with a 54% brand recall rate. This makes video game product placement one of the most<br />
effective ways to create consumer awareness.<br />
With Internet connectivity becoming a standard feature in video game consoles,<br />
advertisements no longer need to be preloaded onto the game as advertisements can be loaded<br />
and updated at any time. This allows game studios to sell advertisement space for selected<br />
periods of time, similar to how traditional television advetisements are sold or how the future<br />
virtual product placement spots will be sold. This allows advertisers to commit to purchasing<br />
advertisement space only once the game has been proven to be successful. Internet connectivity<br />
also allows for greater user tracking. Nielsen, the renowned television research company, has<br />
partnered with Chrysler and Activision to track<br />
the effectiveness of Chrysler's Jeep placements in<br />
Tony Hawk's Underground 2. “Tags” on the Jeeps<br />
in the game allow Nielsen to count each time a<br />
Jeep appears on the screen or is used by a player.<br />
The results allow Nielsen to generate extremely<br />
accurate impression statistics, which will result in<br />
more accurate pricing for future advertisement<br />
placements.<br />
Figure 10: A Jeep acts as product placement in Underground 2,<br />
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<strong>Product</strong> <strong>Placement</strong>! -6- Aladdin Kishk & Colette Keely
2 - 0 Types of <strong>Product</strong> <strong>Placement</strong><br />
There are also THREE main types of advertising models;<br />
•The traditional 30-second advertisement<br />
•<strong>Product</strong> placement advertising<br />
•Virtual <strong>Product</strong> placement<br />
The traditional 30-second advertisement is centered on the broadcasters, which includes<br />
TV networks, cable and satellite service providers. A broadcaster buys the airing rights for<br />
different TV shows from production studios, and then airs the shows for consumers. To make a<br />
profit, the broadcaster sells advertisement spots to advertisers or ad agencies. The cost for the ad<br />
spot varies according to the number of viewers determined by (Nielsen ratings) and the airing<br />
time (prime time costs the most). During the 2005-2006 television season, the cost of a 30-<br />
second advertisement spot in the top-10 shows ranged from $705,000 (American Idol) to<br />
$293,000 (Two and A Half Men). In this model, the broadcaster sells all the ad spots, and gets<br />
all of the advertising revenue.<br />
<strong>Product</strong> placement advertising, is a form of advertising that concentrates on a show<br />
before it is even completed, the production studio can sell placement spots either through an<br />
advertising agency/ product placement agency or by reaching advertisers directly. In exchange,<br />
the studio may get a placement fee, bartered goods (i.e. the producer gets a free car), or the right<br />
to use the product in the show, saving some production costs. In this model, broadcasters do<br />
not receive any revenue from product placement and the advertising revenue only goes to<br />
production studios.<br />
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<strong>Product</strong> <strong>Placement</strong>! -7- Aladdin Kishk & Colette Keely
! <strong>Product</strong> placement strategies can be classified into three main types:<br />
1.implicit product placement<br />
2.integrated explicit product placement<br />
3.non-integrated explicit product placement<br />
(Tiwsakul, Hackley & Szmigin 2005).<br />
1- Implicit product placement:<br />
! refers to the placement of a branded product<br />
within a television programme without it being formally<br />
expressed. These products do not play an active role in the<br />
programme but are often seen on the shelf in the background.<br />
Burger King is given as an example of this type of strategy in<br />
the survey conducted for this report.<br />
Implict - Burger King<br />
2- Integrated explicit product placement:<br />
! is formally expressed within a television programme & defined as an integrated<br />
explicit product placement which plays an active role, e.g. the actors or actresses consuming the<br />
products. Spider Man attaining the Dr. Pepper Can is the example used in the survey for this<br />
strategy.<br />
Integrated - Spider Man getting Dr. Pepper Can<br />
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<strong>Product</strong> <strong>Placement</strong>! -8- Aladdin Kishk & Colette Keely
3-Non-integrated explicit product placement:<br />
concerns branded product which is formally expressed (the sponsor’s name is<br />
presented) but it is not integrated within the contents of the programme. Miranda from Sex and<br />
the City saying; “I want a pepsi now” is an example of this in the survey.<br />
I want a<br />
Pepsi Now<br />
Non-Integrated example<br />
Virtual <strong>Product</strong> placement then is an advertising model which gives control of<br />
advertising revenue back to the broadcasters. <strong>Product</strong>ion studios shoot the shows and include<br />
placement spots. Broadcasters license the shows, sell the placement spots to advertisers, and<br />
then use post-production techniques to populate the placement spots with content. Virtual<br />
product placement is currently common on billboards at sporting events.<br />
Similarly <strong>Product</strong> placement in video games can range in degree of interactivity. Game<br />
streetscapes can contain billboards with advertisements<br />
for products and products can also be woven into the<br />
story of a game. In the popular Everquest II game,<br />
players can order a pizza from the nearest Pizza Hut<br />
from within the game. And in Ubisoft’s And 1<br />
Streetball, an in-game billboard rotates advertising<br />
content each time the game is played. Then in<br />
Ubisoft’s CSI: 3 Dimensions of Murder, Visa’s fraud<br />
protection service alerts players that a credit card has just been<br />
stolen and the dynamic nature of video games also allows for<br />
rotating advertisements.<br />
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<strong>Product</strong> <strong>Placement</strong>! -9- Aladdin Kishk & Colette Keely
Reverse <strong>Product</strong> <strong>Placement</strong><br />
While traditional product placement refers to integrating a real brand into a fictional<br />
environment, reverse product placement refers to creating a fictional brand in a fictional<br />
environment and then releasing it into the real world.<br />
The restaurant chain Bubba Gump Shrimp Co. was brought to life through its<br />
association with the film Forrest Gump. (Figure 4)<br />
Central Perk Café chains, Over 32 chain world wide after the Famous TV show Friends.<br />
Figure 4: Bubba Gump<br />
Figure 5: Central Perk Café chain<br />
In these examples, fictional products were so popular with viewers that companies<br />
decided to create real-life versions. Reverse product placement can also be used to generate<br />
buzz about a product before its launch. American Apparel, a clothing retailer, launched a line of<br />
jeans in the virtual world Second Life several months before launching them in its real-world<br />
stores. Last year, Starwood Hotels and Resorts launched a sub-brand called Aloft in Second Life<br />
shortly before it appeared in the real world.<br />
Since it is often much less expensive to release a fictional product than to manufacture<br />
an actual product, reverse product placement may someday be used to gauge the public’s<br />
interest in a proposed new product. Companies may release products online, with plans to<br />
create the real versions contingent on public reaction to the online version.<br />
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<strong>Product</strong> <strong>Placement</strong>! -10- Aladdin Kishk & Colette Keely
3 - 0 The Cost of <strong>Product</strong> <strong>Placement</strong><br />
In the 2004 - 2005 television season, over 100,000 product placements were embedded<br />
in the broadcast networks alone: ABC, CBS, NBC, FOX, UPN, and the WB. The product<br />
placement market is growing rapidly and the value of the industry in 2005 was estimated at<br />
$4.24 billion. This figure includes barter, where the use of the product is the payment for the<br />
placement, and also where the <strong>Product</strong> <strong>Placement</strong> enriches the storyline or enhances the<br />
character's profile.<br />
Figure 6: <strong>Product</strong> <strong>Placement</strong> Market (in US bilions)<br />
In lieu of cash, many negotiations call for the product company to contribute goods to<br />
the production for daily use or special events, for the crew at the finish of filming, as well as<br />
vehicles and legal clearances that can provide significant cost savings to the filmmakers.<br />
<strong>Product</strong>ion for a feature film can barter for product or charge from $1,000 upwards.<br />
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services.<br />
5% of product placements are paid for in cash with 95% being exchanges of goods or<br />
<strong>Product</strong> <strong>Placement</strong> Agency Fees according to Jay May from Feature this, can expect to<br />
pay annual fees of $5,000 - $150,000 to product placement agencies.<br />
Cost Examples<br />
Image consultant Sam Christensen sites a recent example where Glad supplied paper<br />
products in exchange for the placement of a new paper cup in a film. Glad provided all the<br />
paper products for the movie, for craft service, including paper towels, trash bags, etc and this<br />
in return saved the production company thousands.<br />
Steven Spielberg’s film “Minority Report” reportedly received $25,000,000 in product<br />
placement revenues, which is about one-quarter of its production budget.<br />
Figure 7: Steven Spielberg<br />
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<strong>Product</strong> <strong>Placement</strong>! -12- Aladdin Kishk & Colette Keely
4 - 0 Advantages and Disadvantages of <strong>Product</strong><br />
<strong>Placement</strong><br />
<strong>Product</strong> placement is advantageous to advertisers in several ways. Firstly viewers<br />
cannot bypass the product being advertised if it is integrated into the media, otherwise they<br />
would have to skip the whole film or television programme to avoid it. If the product<br />
placement is done well, it may not be noticeable to the viewer, and may actually add to the<br />
experience. With the decline of the efficacy of the 30-second ad, product placement gives<br />
advertisers more opportunities for promoting their goods.<br />
The best examples of product placement are seamlessly woven into the narrative.<br />
However, when it's not done well, product placement can seem forced and obvious, detracting<br />
from the credibility and quality of the experience. Poor product placement can result in viewer<br />
fatigue as a result of too much advertising.<br />
However there are of course disadvantages with the increase in use of product<br />
placement, analysts fear that consumers will develop ad-blindness, becoming so accustomed to<br />
advertisements that they stop noticing them. When an advertisement is repeated too often,<br />
people adapt to their presence and filter them out of their vision.<br />
As well as this poor use of product placement can compromise the integrity of a<br />
storyline. The latest James Bond movie Casino Royale, has been lambasted in the movie for<br />
being too much like “one long commercial.”<br />
Although Casino Royale featured less than half<br />
the number of product placements used in other<br />
movies released at the same time, something<br />
about the ways the products were featured led to<br />
ad-resentment and the audience to feel like they<br />
were being cheated as the whole movie felt like<br />
one long advertisement.<br />
Figure 8: Casino Royal<br />
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The television show Grey's Anatomy recognizes this concern and does a great job<br />
with product placement. <strong>Product</strong>s are not highlighted, but instead function as accessories worn<br />
by the show’s appealing characters. In addition to clothing and accessories, Grey's Anatomy<br />
also features music from emerging artists. Complementary websites such as allow fans of the<br />
show to purchase the jeans, the title character Meredith Grey, was wearing or to download the<br />
track they just heard in the show.<br />
As with TV and films there are many Advantages and Disadvantages with the use of<br />
<strong>Product</strong> <strong>Placement</strong> games. Firstly the cost of creating games has risen substantially due to<br />
rising gamer expectations and the increased complexity of console technology. Blockbuster<br />
titles from big-name publishers have seen production costs increase over 100% from the<br />
previous generation of consoles, with some games costing over $60 million and taking over<br />
four years to produce. However, the price users pay for games has remained fairly constant and<br />
as a result, game studios have come to rely on product placement and in-game advertising to<br />
subsidize their development costs and therefore increase profits.<br />
<br />
However the disadvantage is that product placement in games may become ubiquitous<br />
and as a result game studios risk losing the good will of gamers. As discussed previously, 70%<br />
of gamers currently think the use of actual products advertisements to the realism of games and<br />
this number is likely to drop as games become more and more saturated with advertising.<br />
Figure 9: Too much product placement may detract from the overall experience (MTX Mototrax,<br />
Activision)<br />
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<strong>Product</strong> <strong>Placement</strong>! -14- Aladdin Kishk & Colette Keely
Gamer fatigue with advertising may already be on the rise. In 2002, EA (Electronic<br />
Arts) struck a deal with McDonald's to include its products in the then popular game Sims<br />
Online. The deal allowed Sims players to open their own McDonald's kiosks, and then improve<br />
their game stats by consuming McDonald's products. This development was not received well<br />
by the gaming community. Columnist Tony Walsh wrote an article for online magazine<br />
Shift.com (now defunct) that called for Sims players to protest and boycott McDonald's within<br />
Sims Online. His article was distributed widely, and resulted in bad publicity for both EA and<br />
McDonalds.<br />
As games become more immersive and realistic, opportunities for effective product<br />
placement will continue to increase. However, as with film and TV, in order to attract the<br />
increasingly ad-savvy and ad-weary gamer, successful product placements need to be woven<br />
into the storyline or context of the game, so that they enhance instead of detract from the game.<br />
<br />
These are some of the advantages of <strong>Product</strong> <strong>Placement</strong> in video games compared to<br />
<strong>Product</strong> <strong>Placement</strong> in TV and films, as it may decrease ad-blindness, as well as allow for the<br />
inclusion of a larger number of advertisements.<br />
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<strong>Product</strong> <strong>Placement</strong>! -15- Aladdin Kishk & Colette Keely
5 - 0 The future of <strong>Product</strong> <strong>Placement</strong><br />
<br />
The future of product placement in TV, films and video is being shaped by new<br />
technologies such as digital television (DTV), digital video recording (DVR), and the linking of<br />
products seen on screen (product linking). The movement from analog to digital systems will<br />
allow broadcasters to add interactivity to their shows. Using only the TV, viewers will be able to<br />
find more information about a product featured in a show, without having to interrupt their<br />
viewing experience.(see Fig.10) <br />
Figure 10: Sky HD Plus<br />
In addition, studios are increasingly using computer-generated imagery (CGI) to add<br />
products to a TV show or movie after it has already been produced and edited. Post-<strong>Product</strong>ion<br />
<strong>Placement</strong> or Virtual <strong>Product</strong> <strong>Placement</strong> allows studios to sell the same “placement spots” to<br />
multiple advertisers, and then create different versions showcasing the different products. In<br />
addition, placement spots can be customized to suit local needs. For example, a milk carton in a<br />
TV show can display different brands for local airings of the show. (see Fig. 11)<br />
Figure 11: added Graphics<br />
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<strong>Product</strong> <strong>Placement</strong>! -16- Aladdin Kishk & Colette Keely
As sales of games for mobile devices have risen 61% in the last year, it could be<br />
predicted that mobile games could be another outlet for advertisers. <strong>Product</strong> <strong>Placement</strong> in<br />
mobile games is still in its infancy, with only one title; EA’s Nascar 07, featuring in-game<br />
advertising. However, EA, the biggest player in mobile gaming, is planning to expand its ingame<br />
advertising and smaller players are likely to follow suit. (see Fig.12)<br />
Figure 12<br />
!<br />
The changing nature of advertising can be observed through the technology consortium<br />
which is backed by one of the largest cable media companies; NBC Network. It will launch the<br />
television industry's first national addressable advertising system. This concept is referred to as<br />
addressable advertising and means a single advertiser with an advertisement placement can<br />
simultaneously target different versions of a commercial at different demographics of cable<br />
subscribers across the entire country. The move is a major step toward a TV experience that is<br />
more internet-like.<br />
The system and method includes targeted micro-advertising that allows buyers and<br />
sellers of advertisements to be paired. Potential sellers of advertising spaces post available<br />
times and buyers can then view and purchase the list of available advertisement space. In some<br />
cases buyers of advertising space may create an auction. The auction creates a market for<br />
available advertising opportunities, purchasers and buyers of the advertising space. The buyer<br />
has the ability to search for particular kinds of businesses and particular locations where he/she<br />
will most likely have interested potential customers. The seller of advertising has control over<br />
what is shown and when it is shown in their place of business. The advertisements can be<br />
shown over televisions, at a kiosk, or as overlays onto current programming. The system is run<br />
over a network using many servers at a central facility to allow for buyers to find advertising<br />
space, run the auction and payment networks.<br />
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<strong>Product</strong> <strong>Placement</strong>! -17- Aladdin Kishk & Colette Keely
6 - 0 Results<br />
The data gathered for this report was principally analysed in order to establish if <strong>Product</strong><br />
<strong>Placement</strong> was more effective than other forms of advertising and also to determine if it will be<br />
the future of advertising. The questionnaire utilized for this report can be found in the<br />
appendix.<br />
Further examination of the results obtained from this report also highlighted some<br />
interesting findings. When participants were asked the following questions:<br />
Do you think <strong>Product</strong> <strong>Placement</strong> will be the main advertising method in the future<br />
The majority agreed with the statement and believed <strong>Product</strong> <strong>Placement</strong> will be playing<br />
a leading role in the future commercial world and in particular with soft drinks and online<br />
advertising was thought to be one of the main methods.<br />
Even those who were more skeptical of <strong>Product</strong> <strong>Placement</strong> being the main method of<br />
advertising in the future agreed it will be much more prevalent and will definitely grow. Others<br />
felt advertising itself is very current and entertaining and so won’t surrender completely to<br />
<strong>Product</strong> <strong>Placement</strong> and that you will still need advertisements to show the features of a product.<br />
Figure 13<br />
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<strong>Product</strong> <strong>Placement</strong>! -18- Aladdin Kishk & Colette Keely
! Name a product you notice out of <strong>Product</strong> <strong>Placement</strong> & where did you see it<br />
All Participants could give at least one example of <strong>Product</strong> <strong>Placement</strong> and here are the<br />
examples given:<br />
•Podge and Rodge, every week on the table<br />
•Apple mac and Cassino Royale<br />
•Starbucks coffee in the movies<br />
•Macbook in various TV shows and movies<br />
•I phone, Blackberry in sex and the city movies, Apple bee jewellers in the apprentice.<br />
•Dr Pepper & Heineken in friends.<br />
•Pepsi in back to the future<br />
•Sony appears in a lot of films.<br />
•BMW in 007 movies.<br />
•Coke is always in American Shows.<br />
Which form of advertiseing is effective of you and why (Options: <strong>Product</strong> <strong>Placement</strong>,<br />
TV advertisements or None).<br />
For those who chose <strong>Product</strong> <strong>Placement</strong>, here are a few of their comments: Many<br />
participants admitted that they switch channels when they see adverrisements coming on Tv and<br />
they would not be aware of <strong>Product</strong> <strong>Placement</strong> and so it doesn’t have an extreme effect on<br />
them. Because the product is placed in a natural environment in an everyday situation the<br />
product is not in your face. One Participant believed <strong>Product</strong> <strong>Placement</strong> works well for highend<br />
products, for example an aston martin in James Bond. And that the effect of it depends on<br />
who is using the product as well i.e if the character is someone you admire the product will be<br />
desirable, however if the product is used by a character you dont like then the effect of <strong>Product</strong><br />
<strong>Placement</strong> will be lessened. As well as this one person found it less annoying than regular<br />
advertisements as they don’t interrupt a show.<br />
None<br />
A participant who chose this option explained that he/she doesn’t really buy much stuff<br />
that’s advertised and reviews most things online. Another participant believed they know too<br />
much about advertising to be tricked.<br />
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<strong>Product</strong> <strong>Placement</strong>! -19- Aladdin Kishk & Colette Keely
TV Advertising<br />
Those who chose Tv Advertising find <strong>Product</strong> <strong>Placement</strong> annoying and would not buy<br />
something just because a show endorsed it. They like TV advertising because it is funny. Some<br />
distinguish Tv advertisements as more descriptive and <strong>Product</strong> <strong>Placement</strong> to be “very in your<br />
face and pushy” and you could miss <strong>Product</strong> <strong>Placement</strong>. (see Fig. 14)<br />
Figure 14<br />
Which of the three advertisements do you prefer (Implicit, integrated & non-integrated)<br />
(see fig. 15)<br />
Implicit: <strong>Product</strong>s do not play an active role in the programme and are often seen<br />
on the shelf in the background:<br />
Opinions on this type of <strong>Product</strong> <strong>Placement</strong> vary from it being realistic in everyday life,<br />
with products as backgrounds to our lives. And still think it is not as much in your face and<br />
none intrusive. The <strong>Product</strong> doesn’t look forced into the shot and they are not watching a film or<br />
Tv proagramme for some advertisment to dominate the scene like non-integrated <strong>Product</strong><br />
<strong>Placement</strong> where the product is formally expressed. But some participants didn’t find it as<br />
effective as Integrated <strong>Product</strong> <strong>Placement</strong>.<br />
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<strong>Product</strong> <strong>Placement</strong>! -20- Aladdin Kishk & Colette Keely
Integrated: <strong>Product</strong>s which play an active role, e.g. the actors or actresses<br />
consuming the products:<br />
Just one comment was raised with regards this form of <strong>Product</strong> <strong>Placement</strong> and one<br />
particular Participant felt that “as long as the product can help the hero to finish his job its<br />
fine”.<br />
Non-integrated: <strong>Product</strong>s which are formally expressed ( the sponsor’s<br />
name is presented) but it is not integrated within the contents of the programme.<br />
Only one participant prefered this type of product <strong>Placement</strong>.<br />
Figure 15<br />
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<strong>Product</strong> <strong>Placement</strong>! -21- Aladdin Kishk & Colette Keely
7 - 0 Discussion<br />
The present study aimed to assess if <strong>Product</strong> <strong>Placement</strong> in TV soaps, films and video<br />
games, will be the future of advertising. The research was conducted using both quantitative<br />
and qualitative research techniques, which involved the administration of surveys among<br />
college students. The results of this survey suggest that <strong>Product</strong> <strong>Placement</strong> is the most effective<br />
type of advertising in comparison to the traditional 30-second advertisement.<br />
The various types of <strong>Product</strong> <strong>Placement</strong>, the cost of <strong>Product</strong> <strong>Placement</strong>, the advantages<br />
and disadvantages of it and the future of <strong>Product</strong> <strong>Placement</strong> were all discussed in this report.<br />
This study supports the findings made by a large body of research, as mentioned above. Out of<br />
the 12 people surveyed, 75% admitted that product placement is more effective on them than<br />
TV advertisements. The results also indicated that the participants preferred implicit <strong>Product</strong><br />
<strong>Placement</strong> instead of Explicit or Integrated <strong>Product</strong> <strong>Placement</strong>. The report also highlights the<br />
need to become aware of the effect or lack of effect <strong>Product</strong> <strong>Placement</strong> advertising in the media<br />
has.<br />
As suggested previously, by Delorme & Reid, 1999 et al there are many advantages of<br />
<strong>Product</strong> <strong>Placement</strong> such as cost-effectiveness to positive audience perception and brand<br />
association. It can be concluded that the advantages out weight the disadvantages and this is a<br />
big factor in the success of <strong>Product</strong> <strong>Placement</strong>. Some of the best examples are when <strong>Product</strong><br />
<strong>Placement</strong> is woven storyline or context of the specific medium so they enhance it and not<br />
detach itself from it.<br />
<strong>Product</strong> placement is advantageous to advertisers in several ways, one way is viewers<br />
cannot bypass the product being advertised if it is integrated into the media. And so if the<br />
product placement is done well, it may not be noticeable to the viewer, and may actually add to<br />
the experience. The cost the advertising is also another advantageous factor.<br />
<strong>Product</strong> <strong>Placement</strong> has been in existence since the 1800s and has gone from strength to<br />
strength since. The examples provided in this report portray this and therefore it is no surprise<br />
that it will develop even further in the future of advertising. <strong>Product</strong> <strong>Placement</strong> will still be<br />
popular until more cost effective ways of advertising emerge that can target a large audience.<br />
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<strong>Product</strong> <strong>Placement</strong>! -22- Aladdin Kishk & Colette Keely
New mediums to advertise <strong>Product</strong> <strong>Placement</strong> may continue the method. Video games have a<br />
lot more scope for future developments of <strong>Product</strong> <strong>Placement</strong>. Addressable advertising systems<br />
in the TV experience which is more internet like is also another possible future aspect to<br />
<strong>Product</strong> <strong>Placement</strong> along with targeted micro-advertising. Advertisers however need to be<br />
aware of the saturation of <strong>Product</strong> <strong>Placement</strong> and the effect of ad-blindness which could be<br />
resulting factor.<br />
Due to analysis of previous research and results of analytical research conducted for the<br />
purposes of this report, it can be concluded that <strong>Product</strong> <strong>Placement</strong> maybe be overused in its<br />
various different forms, in films, TV programmes and video games and therefore might become<br />
less effective as an advertising medium in the future. Many people do dislike <strong>Product</strong><br />
<strong>Placement</strong> but also find it more effective than TV advertisements, with Implicit <strong>Product</strong><br />
<strong>Placement</strong> being the most preferred form.<br />
While efforts were made to ensure that no confounding variables impacted upon the<br />
results, there were certain factors, which could have infringed upon results of the present study.<br />
For example, the questions in the questionnaire itself were perhaps not adequate enough to<br />
extract sufficient information of the purpose of this report. Gender is another factor that could<br />
have slightly skewed the results, as there was not an even number of sexes assessed. Another<br />
problem was the participant sample used, it was a small sample size of just 12 participants and<br />
it only used college students from age 22 up. A more accurate study would have a larger<br />
sample size from a wider range of participants.<br />
There is no dispute that there is a requirement for further research into the effective<br />
methods of <strong>Product</strong> <strong>Placement</strong> advertising. Mobile games needs to be researched more,<br />
particularly in how it could be the future for <strong>Product</strong> <strong>Placement</strong> advertising. It is an emerging<br />
industry that is still growing. Micro - advertising also will need to be assessed in the future in<br />
terms of its development and success as an advertising medium. An assessment of the<br />
advantages and disadvantages in more depth as well as further look into the issue of celebrity<br />
endorsements and <strong>Product</strong> <strong>Placement</strong>.<br />
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<strong>Product</strong> <strong>Placement</strong>! -23- Aladdin Kishk & Colette Keely
8 - 0 References<br />
•Schudson, M. (1984), “Advertising as capitalist realism”. A d v e r t i s i n g E d u c a t i o n a l<br />
f o u n d a t i o n . E - I S S N 1 1 5 4 - 7 3 .<br />
•Gutnik, L, Huang, T., Blue Lin., J & Ted Schmidt, (2007), “New Trends in <strong>Product</strong><br />
<strong>Placement</strong>”, Strategic Computing and Communications Technology.<br />
•Lai-man, S., and Susanna Kwok Wai-yee (2008), ”Predicting the effectiveness of product<br />
placement: a study on the execution strategy and impacts on hierarch of effects”, The Chinese<br />
University of Hong Kong Department of Marketing: Oxford Business & Economics Conference<br />
Program. ISBN: 978-0-9742114-7-3.<br />
•Avery, Rosemary., J, and Rosellina Ferraro (2000), “Verisimilitude or Advertising Brand<br />
Appearances on Prime-Time Television,” Journal of Consumer Affairs, 34 (2), 217—244.<br />
•Balasubramanian, Siva K. (1994), “Beyond Advertising and Publicity: Hybrid Messages and<br />
Public Policy Issues,” Journal of Advertising, 23 (December), 29—46.<br />
•DeLorme, Denise E., and Leonard N. Reid (1999), “Moviegoers’ Experiences and<br />
Interpretations of Brands in Films Revisited,” Journal of Advertising, 28 (2), 71—95.<br />
•Tiwsakul, Hackley and Szmigin (2005), “Explicit, non-integrated product placement in British<br />
television programmes”, International Journal of Advertising, 24(1), pp.95-111.<br />
•“How <strong>Product</strong> <strong>Placement</strong> Works”, Howstuffworks, http://money.howstuffworks.com/productplacement.htm<br />
•“Intel, McDonalds enter Sims’ world”, ZDNet, http://news.zdnet.com/<br />
2100-9595_22-958098.html<br />
•“Opinion: ‘Reverse <strong>Product</strong> <strong>Placement</strong>’ Game’s Next Big Thing”, Gamasutra, Nov. 30, 2006,<br />
http://www.gamasutra.com/php-bin/news_index.phpstory=11903<br />
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•BrandChannel.com, http://www.brandchannel.com/brandcameo_films.asp<br />
•Brightman, James. “Study Looks at Brands Gamers Recall from In-Game Ads”, Phoenix<br />
Marketing International, http://www.phoenixmi.com/about/news/travel_leisure/<br />
2006110629.phtml<br />
•Brown, Erika. “<strong>Product</strong> placement on the rise in video games” Forbes.com, http://<br />
www.msnbc.msn.com/id/13960083/<br />
•Cohen, Nancy. “Virtual <strong>Product</strong> <strong>Placement</strong> Infiltrates TV, Film, Games”, Tech News World,<br />
http://www.technewsworld.com/story/48956.html<br />
•Edery, David. “Brand Genesis in Games”, Jun. 14, 2006, //www.edery.org/2006/06/brandgenesis-in-games-2/#more-234<br />
•Edery, David. “Reverse <strong>Product</strong> <strong>Placement</strong> in Virtual Worlds”, Harvard Business Review,<br />
00178012, Dec2006, Vol. 84, Issue 12.<br />
•EMW, http://www.entmediaworks.com/solution_starstyle.htm<br />
http://www.brandweek.com/bw/news/recent_display.jspvnu_content_id=1003538681<br />
•Nielsen Wireless and Interactive Services, “The State of the Console”, The Nielsen Company,<br />
Q4 Nielsen Wireless and Interactive Services, “The State of the Console”, 2006http://<br />
www.nielsenmedia.com/nc/nmr_static/docs/Nielsen_Report_State_Console_03507.pdf<br />
•<strong>Product</strong> <strong>Placement</strong> News, http://www.productplacement.biz<br />
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<strong>Product</strong> <strong>Placement</strong>! -25- Aladdin Kishk & Colette Keely
9 - 0 Appendix<br />
- Questionnaire -<br />
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<strong>Product</strong> <strong>Placement</strong>! -26- Aladdin Kishk & Colette Keely
Survey<br />
Gender<br />
Male<br />
Female<br />
Age<br />
16-21 22-30 31-45 45-65 66-Up<br />
How Often you watch TV <br />
•more than 4 hours Daily<br />
•Less than 4 hours Daily<br />
•Occasionally watch tv<br />
•rarely watch t<br />
How do you feel about Tv ads<br />
Love it Like it Its Ok annoying Yuk<br />
Nothing<br />
How do you feel about <strong>Product</strong> <strong>Placement</strong><br />
Love it Like it Its Ok annoying Yuk<br />
Nothing<br />
Which form of advertisement is most effective on you Why<br />
<strong>Product</strong> <strong>Placement</strong> Tv Advertising None<br />
Why<br />
Name a product you noticed out of <strong>Product</strong> <strong>Placement</strong> & Where did you see it <br />
Do you think <strong>Product</strong> <strong>Placement</strong> will be the Main advertising in the future
Which One of the Three following Ad you prefer and why <br />
<strong>Product</strong>s do not play an active role in the programme<br />
and often seen on shelf at the background.<br />
Burger King<br />
<strong>Product</strong>s which plays an active role, e.g. the actors or actresses consuming the<br />
products.<br />
Spider Man getting Dr. Pepper Can<br />
<strong>Product</strong>s which is formally expressed<br />
(the sponsor’s name is presented) but<br />
it is not integrated within the contents<br />
of the programme.<br />
I want a<br />
Pepsi Now<br />
None<br />
Thank You