scholarly journals Product placement as an efficient marketing tool within the media mix

2021 ◽  
Vol 10 (1) ◽  
pp. 224-238
Author(s):  
Alicia Martín García
Keyword(s):  
Film Industry ◽  
Historical Review ◽  
Structured Interview ◽  
Product Placement ◽  
General Motors ◽  
Primitive Form ◽  
Product Placements ◽  
The Media ◽  
Marketing Tool ◽  
Media Mix

Product placement has existed in its most primitive form since the dawn of cinema. Now, due to the saturation of conventional advertising, this technique has reached its zenith, with brands appearing in an environment without competition, as a natural element of the plot. The automotive sector has been present from the beginning and soon understood the expressive possibilities that were offered. General Motors began its journey in the film industry in 1933 following an agreement with Warner. Since then, the General Motors group has had a growing presence in the film industry, which reached its peak in Transformers (2007), an unprecedented type of product placement. It is possible to identify a clear cause-effect relationship in the company’s sales, with product placement being an efficient marketing tool within the media mix, as we will show throughout this investigation. The study begins with a historical review of brand placement in North American cinema (1933-2014), then proceeds with a content analysis, following the methodology proposed by Méndiz (2001), of advertising placement in film and a structured interview with Norm Marshall, the director and founding partner of Norm Marshall & Associates, responsible for GM’s product placements.

The effect of product placements on the evaluation of movies

2016 ◽  
Vol 50 (3/4) ◽  
pp. 530-549 ◽  
Author(s):  
Jeffrey Meyer ◽  
Reo Song ◽  
Kyoungnam Ha
Keyword(s):  
Generalized Method Of Moments ◽  
Secondary Data ◽  
Product Placement ◽  
Independent Films ◽  
Content Type ◽  
Product Placements ◽  
Consumption Experience ◽  
Variable Approach ◽  
The Media ◽  
The Relationship

Purpose When advertising is provided in the form of product placements – the inclusion of branded products within media programming – it can increase or decrease the consumer’s utility. This paper aims to investigate the relationship between product placements and the evaluation of media programming by consumers. The authors hypothesize that consumers do not necessarily consider them as traditional advertising because placements of real brands can enhance realism even if placements sometimes interrupt consumption experience. Thus, the authors believe the relationship between product placements and consumer evaluation is overall positive. However, too many product placements in a single program may reverse this relationship. In addition, the relationship might differ based on the nature of programming, such as art versus entertainment films. Design/methodology/approach Empirical analyses were conducted on 134 movies released between 2000 and 2007 using a generalized method of moments instrumental variable approach. Findings The estimation results from product placement data on 134 movies released between 2000 and 2007 show that product placements have a significant positive effect on consumer ratings, but when used in excess, the effect becomes negative. In addition, a significant interaction exists between the nature of the film (mainstream vs independent) and the number of placements, such that consumers of independent films are much less likely to view product placements positively. Originality/value This research is the first empirical paper that demonstrates the effect of product placements on the evaluation of the media using secondary data.

Translating film titles

Babel ◽  
2014 ◽  
Vol 60 (2) ◽  
pp. 193-215
Author(s):  
José Santaemilia Ruiz ◽  
Betlem Soler Pardo
Keyword(s):  
English Language ◽  
Film Industry ◽  
Point Of View ◽  
Western World ◽  
European Languages ◽  
Cultural Texts ◽  
The Media ◽  
Marketing Tool ◽  
World English ◽  
The One

In Spain, as in the rest of the non-Anglophone Western world, English-language film titles have become texts (or paratexts) of great cultural importance. The titles of the films that one may encounter in Western cinema can be considered, on the one hand ephemeral, elusive, and inconsequential. However, on the other hand, despite their clear irrelevance, film titles are considered to be the genuine contemporary cultural texts, for their continued presence in the media and for their evocative nature: an important marketing tool. Moreover, the result of what happens when film titles are translated into other languages and cultures has always intrigued the audience: this is perhaps indicative of the vast universe of translation studies. The differences between languages are palpable, not only from a linguistic point of view but also from a pragmatic, historical or cultural standpoint. In this paper, we deal with the translation of Quentin Tarantino’s film titles into a number of European languages, including Spanish, Catalan, French and German. Quentin Tarantino’s films are controversial, self-reflexive and have acquired a significant recognition within popular culture. Most of the typologies employed so far have revolved around the notion of ‘fidelity” in the translation of film titles, and involving such strategies as literal translation, transposition, addition, etc. We wish to propose here another avenue for investigation: that of film-title translation as a complex (and globalised) rewriting phenomenon that benefits the commercial and ideological interests of the film industry.

When James Bond shows off his Omega: does product placement affect its media host?

2015 ◽  
Vol 49 (9/10) ◽  
pp. 1666-1685 ◽  
Author(s):  
Andre Marchand ◽  
Thorsten Hennig-Thurau ◽  
Sabine Best
Keyword(s):  
Product Placement ◽  
Short Film ◽  
Limited Attention ◽  
Content Type ◽  
James Bond ◽  
Brand Evaluations ◽  
Product Placements ◽  
Custom Made ◽  
The Media ◽  
The Impact

Purpose – This paper aims to contribute to the marketing literature and practice by examining the effect of product placements on the host brand. The declining effectiveness of traditional advertising has prompted increasing interest in strategies for placing products in media programming. Most existing research adopt the perspective of the brands embedded in media products, with limited attention to the impact that product placement has on the media product that serves as a host brand for the embedded brands. The authors investigate this effect in the context of motion pictures and develop a theory-driven conceptual model. Design/methodology/approach – The authors test their hypotheses with two experiments in which randomly assigned participants view one of seven versions of a custom-made, seven-minute short film that differ in their level of placement prominence. Findings – The results from a mediation analysis indicate that, after controlling for audiences’ general attitudes toward the embedded brand, greater placement prominence heightens consumers’ reactance to persuasion attempts and negatively affects their evaluations of the host brand. A post hoc experiment confirms that even very low levels of placement prominence can worsen host brand evaluations. Originality/value – This research is among the first to investigate the effects of product placement from a host brand perspective. It issues a warning to producers of entertainment content: a product placement strategy may generate additional earnings, but it also can lower audiences’ evaluations of the focal entertainment product.

The Influence of Immersion on Product Placement Effectiveness

2011 ◽  
pp. 109-124
Author(s):  
Tamara L. Ansons ◽  
Fang Wan ◽  
Jason P. Leboe
Keyword(s):  
Conceptual Model ◽  
Digital Media ◽  
Product Placement ◽  
Product Placements ◽  
The Media ◽  
Media Research ◽  
Media Experience

With a focus on the factors that determine the effectiveness of product placements, we compare the use of product placements in traditional and digital media. Despite the enthusiastic use of product placements in both forms of media, research has not provided conclusive results as to the effectiveness of this form of marketing. After reviewing the factors that alter product placement outcomes, we present a conceptual model designed to highlight the processes that we perceive as altering the consequences of product placements. We presume that whether or not a product placement results in positive consequences for an embedded brand depends on a combination of influences that stem primarily from the degree of a consumer’s immersion within the media experience. The highly stimulating and self-directed nature of digital media is predicted to produce profitable consequences for embedded brands, making it a prosperous venue for marketers to utilize to feature their brands.

Merging Traffic

2018 ◽  
Author(s):  
Mark Slobin
Keyword(s):  
African American ◽  
Auto Industry ◽  
General Motors ◽  
Musical Life ◽  
United Auto Workers ◽  
Folk Revival ◽  
Auto Workers ◽  
The Media ◽  
The 1950S ◽  
Special Case

This chapter surveys the institutions and movements that brought together the city’s musical life with the aim of merging disparate styles, trends, and personnel. First comes the auto industry, based on archival sources from Ford and General Motors that show how the companies deployed music for worker morale and company promotion. The complementary work of labor follows, through the United Auto Workers’ songs. Next comes the counterculture’s musical moment in the age of the folk revival and the artist collectives of the 1950s–1960s. Motown offers a special case of African American entrepreneurial merging of musical talent and style. The chapter closes with a look at the media—radio and newspapers—with their influential role in bringing audiences together, through music, in a city known for segregation, oppressive policing, and occasional outbursts of violence.

scholarly journals “As quiet as a mouse”: Media use in Azerbaijan

2020 ◽  
Vol 45 (s1) ◽  
pp. 893-911
Author(s):  
Ilgar Seyidov
Keyword(s):  
Soviet Union ◽  
Media Use ◽  
Structured Interview ◽  
Soviet Period ◽  
Political Systems ◽  
Media System ◽  
The Soviet Union ◽  
Supportive Role ◽  
The Media ◽  
The One

AbstractDuring the Soviet period, the media served as one of the main propagandist tools of the authoritarian regime, using a standardized and monotype media system across the Soviet Republics. After the collapse of the Soviet Union, 15 countries became independent. The transition from Soviet communism to capitalism has led to the reconstruction of economic, socio-cultural, and political systems. One of the most affected institutions in post-Soviet countries was the media. Media have played a supportive role during rough times, when there was, on the one hand, the struggle for liberation and sovereignty, and, on the other hand, the need for nation building. It has been almost 30 years since the Soviet Republics achieved independence, yet the media have not been freed from political control and continue to serve as ideological apparatuses of authoritarian regimes in post-Soviet countries. Freedom of speech and independent media are still under threat. The current study focuses on media use in Azerbaijan, one of the under-researched post-Soviet countries. The interviews for this study were conducted with 40 participants living in Nakhichevan and Baku. In-depth, semi-structured interview techniques were used as research method. Findings are discussed under six main themes in the conclusion.

scholarly journals Advertising at the threshold: Paratextual promotion in the era of media convergence

2018 ◽  
Vol 19 (2) ◽  
pp. 195-215 ◽  
Author(s):  
Chris Hackley ◽  
Amy Rungpaka Hackley
Keyword(s):  
Mass Media ◽  
Analytical Framework ◽  
Product Placement ◽  
Future Research ◽  
Media Convergence ◽  
Research And Practice ◽  
The Media ◽  
Advertising Communication ◽  
Advertising And Promotion ◽  
Hybrid Forms

In the media convergence era, brands are embracing hybrid forms of advertising communication such as branded content, product placement and sponsored TV ‘pods’, brand blogs, shareable video, programmatic advertising, ‘native’ advertising and more, as alternatives to, and extensions of, traditional mass media advertising campaigns. In this article, we draw on Genette’s theory of transtextuality to reframe this phenomenon from a paratextual purview. We suggest that the analogy of the paratext articulates the iterative, ambiguous, participative and intertextual character of much contemporary brand communication. We describe extended examples of paratextual advertising and promotion that illustrate the fluid and mutually contingent relation of advertising text to paratext, and we outline an analytical framework for future research and practice.

scholarly journals Suicide prevention: A study of patients' views

2003 ◽  
Vol 182 (3) ◽  
pp. 261-265 ◽  
Author(s):  
John M. Eagles ◽  
Dawn P. Carson ◽  
Annabel Begg ◽  
Simon A. Naji
Keyword(s):  
Social Networks ◽  
Mental Illness ◽  
Suicide Prevention ◽  
Psychiatric Illness ◽  
Structured Interview ◽  
Psychiatric Services ◽  
Prevention Strategies ◽  
Psychiatric Illnesses ◽  
Service Models ◽  
The Media

BackgroundSuicide prevention strategies are usually formulated without seeking the views of people with psychiatric illnesses.AimsTo establish what helped patients with severe psychiatric illness when they felt suicidal.MethodA semi-structured interview was constructed following transcribed interviews with 12 patients. This was administered to 59 out-patients with serious and enduring mental illness, focusing on factors they found helpful or unhelpful when at their most despairing.ResultsThree-quarters of patients were in contact with psychiatric services when feeling at their lowest, and this contact was generally deemed to be helpful. Social networks were considered just as helpful as psychiatric services by the half of patients who discussed their feelings with friends or relatives. Religious beliefs and affiliations were helpful. Negative influences included the media and the stigma of psychiatric illness.ConclusionsEfforts at suicide prevention might usefully focus on enhancing patients' social networks, increasing the likelihood of early contact with psychiatric services and decreasing the stigma attached to psychiatric illness. Larger studies of patients exposed to different service models would be informative.

scholarly journals Brand placements in Films and Television: An effective marketing communication strategy to influence customers

2018 ◽  
Vol 10 (3) ◽  
pp. 1423-1433
Author(s):  
Zaeem Saqif ◽  
Shama Razi
Keyword(s):  
Communication Strategy ◽  
Brand Placement ◽  
Film And Television ◽  
Product Placements ◽  
Television Shows ◽  
Intention To Purchase ◽  
Brand Placements ◽  
Independent Variable ◽  
Marketing Tool ◽  
The Impact

There is a growing trend of brand or product placements in films and television shows globally, as well as in Pakistan (Aijaz, 2016; Balakrishnan, Shuaib, Dousin, & Permarupan, 2012). The aim of thisstudy is to explore the impact of brand placement strategies in film and television as a communication strategy from a viewpoint of Pakistani market.Surveys are conducted and questionnaires were distributed online among a sample of Pakistanis belonging to different income levels. Brand Placement Acceptance (BPA) is taken as independent variable, and its influence is tested on three dependent variables: Brand Loyalty (BL), Intention to Purchase (IP) and Attitude towards Brand (ATB). The results indicate that BPA has significant influence on BL, IP and ATB separately, and it can be used as an effective marketing tool to influence customers in a hyper competitive marketing landscape.This research concludes that brand placement has significantly favorable acceptance in Pakistani market.

scholarly journals Product Placement: A Smart Marketing Tool Shifting a Company to the Next Competitive Level

2013 ◽  
Vol 5 (4) ◽  
pp. 98-114 ◽  
Author(s):  
Jan Kramolis ◽  
◽  
Martina Kopeckova
Keyword(s):  
Product Placement ◽  
Marketing Tool ◽  
A Company
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