Plataformas de contenidos audiovisuales y el product placement: el caso Netflix

Desde muy pronto, en la primera mitad del siglo pasado, con el desarrollo del cine como industria, el product placement o emplazamiento de producto ha estado presente en muchas de las obras, cobrando cada vez más importancia e insertándose - al mismo tiempo - en todo tipo de formas artísticas y culturales. En los últimos años, con la aparición y creciente desarrollo de las SVOD (Subscription Video On Demand), el product placement no ha tardado en incorporarse a este nuevo modelo de consumo de contenidos audiovisuales. Netflix, una de las SVOD pioneras, ha convertido esta plataforma en un medio ideal en el que las marcas se están insertando a pesar de su modelo aparentemente “sin publicidad”. Esta investigación analiza la presencia del product placement en las series de la plataforma Netflix, sirviendo como ejemplo referencial de otras plataformas con el mismo modelo. Mediante el uso de la metodología cualitativa y cuantitativa, como son la encuesta y el análisis de contenido respectivamente, se confirma la existencia de esta técnica publicitaria en la plataforma, analizando al mismo tiempo su tipología, así como el beneficio que se advierte del uso de la misma entre los usuarios de este tipo de plataforma.

An Experimental Investigation of the Impact of Different Advertising Formats on Children’s Attitudes’ Towards Sports Brands

The study aims to investigate children’s attitude towards different advertising formats including TV ads, in-movie product placement and in-game advertisements, using a web-based between subjects’ experimental design among a sample of Egyptian children aged between 6 to 13 years. Children’s attitude development by advertising efforts is considered under investigated in literature particularly in Arab cultures and as they are considered as powerful influencers to parents’ purchase decisions, the study contributes to a better understanding of children’s attitudes that will guide mangers in making wiser advertising budget allocation. The results showed that there is a significant different impact of the investigated advertising formats on children’s attitude towards sports brands with higher cognitive, affective and behavioral responses resulted from the exposure to traditional video advertising compared to in- movie product placement and in-game advertisements.

Advertising in Video Games: Legal Qualifications

The article is addressed to the legal analysis of advertising placed in video games. Topical issues of the concept of advertising are touched upon from the point of view of its compliance with the legal definition enshrined in the Federal Law "On Advertising". There has been analized the distribution of advertising in video games, such as ads embedded in game content, including "product placement". In Russian legislation, there is an analogue of this category which is defined by the legislator as “references to a product, means of its individualization, about a manufacturer or seller of a product, which are organically integrated into works of science, literature or art”. The conclusion is made about the possibility of qualifying this technique as an advertisement in the absence of a sign of "organic integration". The examples of judicial and law enforcement practice of inorganic integration are considered. In such cases, the disseminated information is recognized as advertising, in respect of which the requirements of advertising legislation regarding restrictions on advertising of tobacco and alcohol, weapons and a number of other goods must be observed. There are special requirements for video games for minors in order to protect their rights. The author presents the position regarding the qualification of targeted advertising from the point of view of its compliance with such a sign of advertising as being addressed to an indefinite group of people. The conclusion is supported by the argument that personalization of an advertising message does not exclude its qualification as an advertisement. The problem of advertising distribution in computer games, including multiplayer games, carried out via the Internet, where obtaining the preliminary consent of the online game user to receive advertising is achieved by including this condition in the user agreement, is investigated. The conclusion is made about the need to improve legal regulation in the studied field.

Product placement by social media homefluencers during new normal

PurposeThe purpose of this study is to analyze how product placement through social media influencers (SMIs) during “new normal” can generate user-generated content (UGC) and determine the manners of product placement by SMIs who have become “homefluencers” by their skills.Design/methodology/approachThis research applies a qualitative approach of thematic content analysis of a total of 49 micro and nano-homefluencer's contents in beauty fashion, clothing, workout-yoga, food and lifestyle sectors on Instagram.FindingsThe findings of this study identify the main five themes of homefluencers by analyzing UGC in the new normal portraying both positive and negative comments incorporating four manners of product placement as a framework backed by two identified skills: relevance and relationship.Research limitations/implicationsThis research pioneers the study on how SMIs as “homefluencers” can adapt product placement skills in crises strengthening UGC by proposing a framework in the existing influencer marketing literature, where research is scarce.Practical implicationsThe findings of this research represent a guideline for effective SMI marketing development in the new normal and post-COVID. Based on the findings, recommendations are provided for the brand managers and influencers uplifting UGC blending skill of relevancy and relationship in product placement.Originality/valueThe author has contributed to the body of research by qualitatively analyzing how “homefluencer's” product placement in a crisis period can manage consistency and humanitarian association amplifying UGC and the practical implications in post-COVID.

Product Placement in Cinema-Good Model or Irritative Advertising

Product placement is one of the forms of financing in cinema. This is a legal form for realizing hidden advertising. Adherence to strict rules when implementing a product in the final version of the film for advertising purposes is a good tool, both to fill the budget and purely plot. In American film production, product positioning is intended to add a few percent to the film's budget. In Bulgarian cinema, product positioning is used as the main source of funding for the creation of an independent film outside those funded by the National film center (NFC).

ADVERTISING STRATEGY ACCORDING TO THE CONCEPT OF THE FCB MODEL IN THE CONDITIONS OF THE VARIOUS GENERATIONS

The aims of the paper are: 1) to verify the validity of the traditional theoretical definition of the Foote, Cone & Belding (FCB) model based on the use of representative products concerning the age (generation) and gender of the selected target group in the conditions of the Czech Republic, and 2) to verify the validity of defined advertising strategies in the traditional theoretical conception of the Foote, Cone & Belding (FCB) model with the current level of acceptance and perception of advertising within the defined selected target group according to age (generation) and gender in the conditions of the Czech Republic. To meet both aims, both secondary and primary marketing research was implemented. The theoretical background of the paper is based on knowledge of marketing communication principles in general with emphasis on advertising theories. The greatest attention is focused on the traditional version of the FCB model which is based on a matrix of consumer thinking–feeling and high–low involvement behaviours and proposes four advertising strategies. Primary research data were obtained using a questionnaire, on the online panel of research agency Ipsos, on 1,100 Czech respondents. The methods used are positional maps for the FCB grid and chi-squared with a suitable post-hoc test. The outputs reveal the differences of the theoretical FCB model in comparison with its practical implementation. It is necessary to adapt (extend) the model according to specific conditions and identification features of different Czech generations and genders, then adjust recommendations for advertising strategies. In Czech conditions, the sextant grind should be used. There is a prevalence of representative product placement in quadrants 1 and 3, i.e., rational appeals even for products where this is not expected. The outcomes can be used for the choice of correct advertising strategy, advertising media, and types.

Instant Gloss: Promoting Paint in 1840s Paris. The Example of Louis Viard’s Chromo-Duro-Phane Varnish

While often operating the margins of propriety, advertisers and marketers are constrained by the social mores of their times. During the early nineteenth century, product promotion opportunities were limited to a mix of newspapers, hoardings and pamphlets. Some enterprising entrepreneurs and innovative individuals pushed the envelope of the acceptable, effectively creating new standards. This paper presents the first case study where the advertising and marketing strategies of a single French entrepreneur are being examined in depth. To successfully promote his products, the small-scale paint manufacturer Louis Viard employed a range of strategies. These ranged from the true and tried media of newspaper advertisements, product packaging and advertising cards to more innovative modes of promotion, such as mobile advertising on delivery carts as well as flamboyant street processions, to clever and engaging use of billboards and product placement in plays. In addition, he maintained a workforce of loudly attired roaming painters, who combined promotion and marketing at the same time.

The impact of emerging technology influences product placement effectiveness: a scoping study from interactive marketing perspective

PurposeInteractive marketing (IM) has influenced commercial communication, including product placement (PP), which has become an essential form of integrating brands within the mass media. Existing research on PP has exceeded traditional TV and movies, and there is a lack of reviews considering the advanced technological perspectives. This scoping study aims to investigate PP in the context of IM and explore relations between technology-related factors and the effects of placement.Design/methodology/approachThe scoping study follows a systematic approach with strictly defined inclusion and exclusion criteria, research questions and a search strategy to identify relevant studies and extract the data. A two-stage screening process on 713 publications resulted in 42 studies for the final examination.FindingsThe results complemented existing theory by identifying and synthesizing the essential technology-related factors and their (un)favorable impacts on PP effectiveness, where interactivity was examined the most frequently. The results also outlined the (un)explored concepts of PP according to media technology and related factors, and show a prevailing research interest in in-game advertising and cognitive responses. Accordingly, the study provides implications for marketers and directions for future research.Originality/valueThis review is the first to examine PP studies in the context of IM and technology-related factors influencing the effect of placement.