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8/19/2019 Effectiveness of Product Placement
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1
EFFECTIVENESS OF PRODUCT PLACEMENT
IN MOVIES AND TELEVISION
Submitted in partial fulfilment of the requirements for the award of the Degree of Bachelor of
Commerce (REGU!R" of Christ Uni#ersit$ during the $ear %&1' 1)
B$
Ran*ani Chandrase+aran
(1%1&11,"
Under the guidance of
-s. !nusha Srini#asan /$er0 -B!0 -.2/
!ssistant rofessor0
Christ Uni#ersit$
Department of Commerce
Christ Uni#ersit$
Bangalore ),&&%3
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%
CERTIFICATE
4his is to certif$ that the ro*ect submitted b$ Ms. Ranjani Chandrasekaran on the title
Effectieness !f Pr!d"ct P#ace$ent in M!ies and Te#eisi!n% is a record of pro*ect wor+
done b$ her during the academic $ear %&1'1) under m$ guidance and super#ision in partial
fulfilment of the requirements for the award of the Degree of Bachelor of Commerce of
Christ Uni#ersit$0 Bangalore. 4his pro*ect has not been submitted for the award of an$
degree0 diploma0 associateship or fellowship or an$ other title in this Uni#ersit$ or an$ other
Uni#ersit$.
lace5 Bangalore (6ame and Signature of the Guide"
Date5 -s. !nusha /$er
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A&STRACT
4his stud$ is based on one of the ad#ertising strategies called product placement that has
been used in different +inds of media li+e mo#ies0 tele#ision shows0 #ideo games0 mobile
applications0 etc. /t focuses on the effecti#eness of product placement0 from its earlier $ears
till now0 in the conte8t of mo#ies and 49 shows onl$ and how it affects sales or retention
#alue of the brand ad#ertised through such a strateg$. /t also loo+s into the factors a compan$
considers while appl$ing such a strateg$ in both mo#ies and 49 shows and also the after
effects of unpaid product placements.
4he methodolog$ used in the stud$ is purel$ secondar$ in nature acquired through databases
on the internet. Different +inds of websites0 research papers published online0 blogs and e#en
eboo+s were referred to gather information to not *ust frame ob*ecti#es0 but also answer them.
4he anal$sis is done using information collected through such sources and is put together to
achie#e the ob*ecti#es of this research to reach a final conclusion.
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AC'NO(LED)EMENT
/t is usuall$ people whom we than+ for the help the$ ha#e gi#en us in what we ha#e
accomplished. But in this case0 / would li+e to than+ not *ust people0 but also something that
pro#es itself to be e8emplar$ in not *ust helping me0 but e#er$one of m$ generation.
/t is none other than the Internet that has helped me plough through tons of information and
select onl$ what / need and help me understand what / am stud$ing. /t is a tool0 a guide and a
superhero and / +now it:ll be there for me e#en when /:m sitting in m$ class.
6ow for the people0 / am grateful for ha#ing a brother who has done enough thesis and
research to critique and question the topics / ha#e chosen and guide me through the process
of writing a research paper not *ust to inform but also0 to impress.
!nother pillar of support for me is m$ father with his $ears of e8perience in ad#ertising who
not *ust ga#e me information that e#en the internet doesn:t +now0 but also helped me to
finall$ settle on a topic worth stud$ing and informing about.
4he superwoman in e#er$one:s li#es and in mine too0 m$ mother, who pushed me into doing
something worthwhile when /:m la;ing around0 who ga#e me a cup of coffee when m$ e$es
couldn:t sta$ up and who let me +now that no matter what / do0 she:d lo#e it.
ast but not the least0 / am than+ful to m$ teachers who ga#e me perfect guidelines and strict
as the$ were0 let me +now that an$thing is possible. 4hrough this paper0 / would li+e to show
them that / will gi#e them more than what the$ e8pect.
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)
TA&LE OF CONTENTS
1. ist of /mages and figures pg ,%. Chapter 1 /ntroduction pg <7. Chapter % iterature Re#iew pg 1%'. Chapter 7 Research -ethodolog$ pg 1=
7.1 Research >b*ecti#es pg 13 7.% -ethodolog$ pg 13 7.7 Significance of the stud$ pg 13%17.' >perational Definitions pg %1
). Chapter ' !nal$sis and /nterpretation pg %% '.1 ?ood and Drin+ pg %7%' '.% u8ur$ Brands pg %,%=
'.' Digital Brands pg 7&71,. Chapter ) ?indings and Conclusion pg 7%
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,
LIST OF IMA)ES AND FI)URES
Na$e !f I$a*e !r Fi*"re Pa*e N"$+er
The fact!r, !f the L"$i-re &r!thers =
FedE in the $!ie /Cast A0a,1 =
)!!*#e1s i$2#icit dis2#a, in /The
Interie01
1&
Fanta and &"d0eiser as characters1
drinks.
1&
3!"rna#s and 2"+#icati!ns fr!$ aa+ri.c!$ 1%
A Research 2a2er !n Pr!d"ct P#ace$ent 1%
Internet $!ie Data+ase4 i$d+.c!$ 1'
Adertisin* A*e4 ada*e.c!$ 1'
&rands and fi#$s4 +randsandfi#$s.c!$ 1'
TUA(4 The Un!fficia# A22#e (e+#!* 1,
The Te#e*ra2h 1,
S#ideshare.c!$ PPTs 1,
TV% M!ies 5 f#"ct"ati!n in res"#ts 1=
Retenti!n !f c!ns"$ers %&
Un2aid 2r!d"ct 2#ace$ent %&
Pri$ar, and Sec!ndar, Research %&
A$erican Id!# %%
A"diti!n R!!$ !f A$erican Id!# %%
The 3"d*es !f A$erican Id!# 0ith C!ca
C!#a
%%
6ershe,1s Reeces Pieces and E.T789:;< %'
Sa!ir +eds and )!ne )ir#7;=8>< %,A22#e eer,0here %=
&reakin* &ad and &a+, "e 7&
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<
Cha2ter 8 ? INTRODUCTION
roduct placement is an ad#ertising strateg$ that has onl$ recentl$ been noticed but has been
around for more than 1&& $ears. >ne of the man$ definitions of product placement @roduct
placement is the purposeful incorporation of commercial content into noncommercial
settings0 that is0 a product plug generated #ia the fusion of ad#ertising and
entertainment.A(illiams0 etros+$0 2ernande;0 age".
/t is an ad#ertising technique used b$ companies to subtl$ promote their products through a
nontraditional ad#ertising technique0 usuall$ through appearances in film0 tele#ision0 or other media. roduct placements are often initiated through
an agreement between a product manufacturer and the media compan$ in which the media
compan$ recei#es economic benefit. ! compan$ will often pa$ a fee to ha#e their product
used0 displa$ed0 or significantl$ featured in a mo#ie or show. (hat is roduct lacement"
/nstead of e8plicitl$ showing the product through an ad#ertisement or poster0 the product is
inserted in the mo#ie or 49 show or an$ other entertainment media through the character or
the stor$line. ?or e8ample0 it becomes the protagonist:s fa#ourite food or drin+0 it is a place
li+e a restaurant or bar where the crime scene happens or it *ust pops out of nowhere and has
no important role to pla$.
4he first concept of product placement was in the mo#ie a sortie des usines umire in
the 13&&s where the umire brothers launched their in#ention on the mar+et and in doing
this0 un+nowingl$0 ga#e life to the first case of film product placement when their factor$ was
in the bac+ground as a part of the set for the e8it of the wardens. But the first true product
placement was in 13=% in Ste#en Spielberg:s FE.45 E8traterrestrial: mo#ie where 2ershe$:s
uses its cand$ to lure the alien out. ost 133&s Because of drop in tic+et sales prices and o#er
thetop film budgets0 mo#ie e8ecuti#es began to rel$ on product placement as a wa$ to
support the struggling film budgets. (wC 6etwor+"
http://www.businessdictionary.com/definition/advertiser.htmlhttp://www.businessdictionary.com/definition/technique.htmlhttp://www.businessdictionary.com/definition/company.htmlhttp://www.businessdictionary.com/definition/company.htmlhttp://www.businessdictionary.com/definition/promote.htmlhttp://www.businessdictionary.com/definition/promote.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/appearance.htmlhttp://www.businessdictionary.com/definition/film.htmlhttp://www.businessdictionary.com/definition/film.htmlhttp://www.businessdictionary.com/definition/operations-research-OR.htmlhttp://www.businessdictionary.com/definition/media.htmlhttp://www.businessdictionary.com/definition/agreement.htmlhttp://www.businessdictionary.com/definition/agreement.htmlhttp://www.businessdictionary.com/definition/agreement.htmlhttp://www.businessdictionary.com/definition/manufacturer.htmlhttp://www.businessdictionary.com/definition/manufacturer.htmlhttp://www.businessdictionary.com/definition/receive.htmlhttp://www.businessdictionary.com/definition/receive.htmlhttp://www.businessdictionary.com/definition/economic-benefit.htmlhttp://www.businessdictionary.com/definition/economic-benefit.htmlhttp://www.businessdictionary.com/definition/pay.htmlhttp://www.businessdictionary.com/definition/pay.htmlhttp://www.businessdictionary.com/definition/fee.htmlhttp://www.businessdictionary.com/definition/fee.htmlhttp://www.businessdictionary.com/definition/fee.htmlhttp://www.businessdictionary.com/definition/technique.htmlhttp://www.businessdictionary.com/definition/company.htmlhttp://www.businessdictionary.com/definition/promote.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/appearance.htmlhttp://www.businessdictionary.com/definition/film.htmlhttp://www.businessdictionary.com/definition/operations-research-OR.htmlhttp://www.businessdictionary.com/definition/media.htmlhttp://www.businessdictionary.com/definition/agreement.htmlhttp://www.businessdictionary.com/definition/manufacturer.htmlhttp://www.businessdictionary.com/definition/receive.htmlhttp://www.businessdictionary.com/definition/economic-benefit.htmlhttp://www.businessdictionary.com/definition/pay.htmlhttp://www.businessdictionary.com/definition/fee.htmlhttp://www.businessdictionary.com/definition/advertiser.html
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4he factor$ of the umire Brothers in the mo#ie a sortie des usines umire
?edE8 in the mo#ie FCast !wa$:
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3
But now0 product placement has been growing faster than e#er with companies spending
hundreds of millions in a mo#ie or a 49 show or e#en in #ideo games and mobile
applications. 4he reason for that is *ust that e#er$one has access all o#er the world for an$
mo#ie or game or 49 show the$ want to watch or pla$ than+s to the growth in electronic
communications.
4his stud$ focuses onl$ in mo#ies and 49 shows and what factors are considered while
placing the product b$ the compan$ and also what results does such placement gi#e. Since
foreign mo#ies can be easil$ accessed resulting in a larger audience0 product placement has
been easier than creating a separate ad#ert for the product.
-o#ies create an impact but for a shorter period of time while 49 shows are e8tended and
helps in retaining the brand in one:s mind. But0 in#esting in a mo#ie is cheaper than a 49
show that goes on for months or e#en $ears. -o#ie and 49 product placements are different
but the$ both are effecti#e0 in their own wa$.
Based on the ob*ecti#es that need to be achie#ed0 this stud$ is designed to loo+ at product
placement for a #ariet$ of products0 specificall$ four5 food and drin+0 lu8ur$ brands and
digital brands through mo#ies and 49 shows.
6ot onl$ are the product categories different0 the companies these products belong to are also
different. Under each product categor$ one or two e8amples will be ta+en but from different
companies. 4he stud$ is not comparing these products based on how it is displa$ed in a
mo#ie and a 49 show but *ust aim at achie#ing the ob*ecti#es of the stud$ (which will be
mentioned later" no matter which compan$ or product or media it is.
4he research is secondar$ in nature and the sources are all from online databases where
information un+nown to la$men as to the effecti#eness of such product placements can be
+nown onl$ through the insider of a compan$. 4his stud$ shows numbers that are essential to
focus but0 onl$ on gi#ing an answer to the questions as+ed in the form of ob*ecti#es.
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1&
Google:s implicit displa$ in the mo#ie F4he /nternship:
?anta and Budweiser as a part of the characters: choice of drin+s.
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11
4he secondar$ sources are not *ust research papers written b$ other researchers but also0 news
articles0 *ournals0 case studies0 specific websites for information and random websites for
images. 4he #alidit$ of such sources is through who has gi#en the information to these
sources in terms of numbers li+e sales figures0 etc.
!nother wa$ to #alidate such sources in terms of opinion can also be through the number of
Fli+es: such an article or blog or report has recei#ed or the number of F#iews: to see its
significance in case of #ideos. ?or mo#ies it is usuall$ the ratings the$:#e recei#ed through
websites meant onl$ for that. /n such websites the distribution of population for each rating is
also gi#en.
hen a news article0 for e8ample0 quotes what a compan$:s mar+eting personnel said about
the result of a certain product placement0 it can be considered as a #alid source. 4he #alidit$
of such sources is not eas$ to recogni;e because of the nature of the information. 4he sales
results include profits from all strategies used and it is hard to apportion a specific amount to
product placement0 e#en b$ the compan$.
!ll of these numbers are onl$ required for paid product placement. Unpaid product placement
has no need for figures and results0 but that doesn:t mean it does not ha#e an$ effect on the
compan$:s sales or image or e#en the product:s retention #alue.
Regardless0 coming to a conclusion as to the effecti#eness of product placement is more of a
qualitati#e and not quantitati#e sub*ect and *ust #isuall$ showing the strateg$ through a
picture can gi#e a fair idea of its purpose0 e#en if it is opinionated.
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1%
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Cha2ter ; ? LITERATURE REVIE(
4his research is done using onl$ secondar$ sources that are alread$ published. 4he sources of information are retrie#ed from online databases which include research papers0 *ournals0
websites0 online news articles0 maga;ine websites0 case studies0 blogs written b$ indi#iduals
in websites0 oweroint resentations in educational websites0 eboo+s0 etc.
4he written information is to substantiate what is represented in the #isual information as
product placement of an$ product b$ an$ compan$ in an$ +ind of media can be show and
understood onl$ through images0 snapshots or screenshots.
4he images are retrie#ed from websites that either belongs to the compan$ of the product
placed0 websites dedicated to mo#ies or 49 shows0 articles or e#en websites that are
educational in nature while e8plaining an$ product placement e8amples and websites that are
dedicated to ad#ertising strategies or de#oted *ust to product placement in an$ +ind of media.
>nline news articles0 *ournals0 case studies0 blogs also ser#e as a good source for images but
the same can be found in an$ of the abo#e stated sources in more detailed form or high
qualit$ in nature or sometimes0 *ust bigger and more substantial than these sources.
4he sources mentioned abo#e that were used to suppl$ information to this stud$ is listed
below5
Research Pa2ers4 Research papers written b$ scholars0 e8perts or indi#iduals that are
published in *ournals ha#e been used as a source to understand the concept of product
placement0 the effect differences in mo#ie and 490 the ad#antages0 disad#antages of product
placement0 the ethical issues and e#en the histor$ of product placement.
Some of them are roduct placement effecti#eness5 re#isited and renewed b$ authors from
California State Uni#ersit$ and Southern Connecticut State Uni#ersit$ and ractitioners:
E#ol#ing 9iews on roduct lacement Effecti#eness b$ authors from Uni#ersit$ of !r+ansas
and Uni#ersit$ of 6orth Carolina.
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(e+sites4 4here are man$ +inds of websites that need to be loo+ed into in terms of the +ind
of information we need. 4here are three specific websites that focus on mo#ies and 49 shows
and product placement in such media. 4hese websites are dedicated to either the medium or
the ad#ertising strategies. 4he websites of such sort that was mainl$ referred to were
/-Db.com (/nternet -o#ie Database"0 adage.com (!d#ertising !ge" and brandsandfilms.com
(Brands and ?ilms".
Ma*a@ine (e+sites4 >nline access to maga;ines that are related to mo#ies and 49 or
!d#ertising or business in general is used to get articles relating to an$ recent news about a
product placement. 6amel$5 Rolling Stones0 9ariet$ and Business /nsider are used to get not
*ust information but also images and numbers.
Case st"dies% PPTs and e+!!ks4 ! more educational source of information that is more
general in nature and is usuall$ opinionated as it is written in an indi#idual:s perspecti#e. 4he
image sources are not as good as websites but #alid and unpredictable information can be
found in some of these sources. 4he educational websites are +nowthis.com and
businessdictionar$.com. ?or case studies wi+ispaces.com and pwc.com are used. ?or 4s0
slideshare.com is used and for eboo+s0 Google eboo+s are used.
On#ine Ne0s Artic#es4 6ews channels ha#e their own websites and there are some websites
that are meant onl$ for news. 4hese websites are either general in nature or focus onl$ on
business0 or the affairs of onl$ one countr$. Such websites gi#e information that is gathered
b$ *ournalists and the information is reliable and the images are helpful. /t is also best suited
for current affairs regarding an$ news which includes product placement and the media.
-an$ news websites ha#e been referred to0 mainl$5 businesswee+.com0 theguradian.com0
brandchannel.com0 dail$infographic.com and telegraph.co.u+.
!*s4 Blogs are mostl$ written b$ indi#iduals who are *ust interested in the sub*ect and are
not e8perts. 4heir #iews are usuall$ opinionated and no bac+ground research is done. But0 it
does ser#e as second hand information for ideas as to what to loo+ for and where and helps
+eeping trac+ of what the common man thin+s about an$ ad#ertising strateg$. 4U!(4he
unofficial !pple eblog and wC were referred to for information.
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1,
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6ot all the information used from some of these sources is cited in this stud$ as the$ pro#ide
the information required to go and loo+ at what this stud$ reall$ requires. /t more or less
pro#ides the specifics and further sources cited in it which is used to gather information and
cite it here.
Re#iew of literature0 especiall$ online0 has pro#ed to be informati#e in all aspects0 no matter
how #ague the question might be. 6ot *ust that0 online sources of literature e#en if it is *ust
images0 ha#e also pro#en to be inspiring. /t helps in gi#ing us more and more related lin+s for
articles0 blogs0 websites0 images or an$thing that is related to the sub*ect that ma+es this stud$
so much more easier and creati#e. /t might be *ust because of +e$words0 but it has a powerful
impact.
>nline sources ha#e no Fspecific population0: no boundaries0 no restrictions and definitel$ no
limits to the e8tent of information it will gi#e $ou. 4hat is a huge ad#antage o#er primar$
research which does not ha#e such benefits. 4here are also no calculations that need to be
made0 especiall$ because the insiders of the compan$ ha#e alread$ made it and presented it to
somewhere in the endless information on the internet. !ll that needs to be done is find it and
put it together to come to a conclusion.
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Cha2ter B ? RESEARC6 MET6ODOLO)
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13
4his chapter is di#ided into four parts namel$0 research ob*ecti#es0 the methodolog$ used0
significance of this stud$ and operational definitions of some of the concepts used. 4he most
important of them all0 is of course0 the research ob*ecti#es5 the focus of this stud$. 4he
methodolog$ gi#es information about how information was acquired and for those who are
not well aware of mar+eting and its strategies0 the operational definitions and significance of
the stud$ is quite important.
B.8 ? RESEARC6 O&3ECTIVES4
4he ob*ecti#es of this stud$ can be classified into three areas of focus or basicall$0 three
questions0 namel$5
1. hile placing a product in a mo#ie or a 49 show0 does the sales of the product or its
retention #alue in the consumer:s mind increase%. hat do companies consider while placing a product in a mo#ie or a 49 show7. Do unpaid product placements cause an$ impact in the product:s image or sales
B.; MET6ODOLO)
!s mentioned pre#iousl$0 the methodolog$ is the tools and tactics used to find the
information we need. 4he sources of information for this stud$ are purel$ secondar$ in
nature. >nl$ online databases ha#e been used to not *ust get information but also #alidate
such information. 4he$ are all literature re#iew it is *ust that literature in this case co#ers
#arious forms (as mentioned in Chapter % H /4ER!4URE RE9/E".
B.B ? SI)NIFICANCE OF T6E STUD
4his stud$ onl$ focuses on two forms of media5 -o#ies and 4ele#ision as these two media
forms are the most popular and eas$ to capitali;e on. 4he$ are also more accessible across the
globe than+s to the internet. 4his stud$ also loo+s into unpaid product placements which is
something not man$ focus on especiall$ on what impact it has on the compan$ whose
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%&
product *ust got attention in either a good or bad wa$. Sales is an ob#ious factor that needs to
be considered but retention #alue is something qualitati#e and hard to measure. But0 that too
will be answered in this stud$. ?inall$0 when companies place a product in either media0 there
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are some factors that need consideration what factors and where will be addressed in this
stud$.
B.> ? OPERATIONAL DEFINITIONS
Pri$ar, Research4 hen mar+eters conduct research to collect original data for their own
needs it is called primar$ research. 4his process has the mar+eter or someone wor+ing for the
mar+eter designing and then carr$ing out a research plan. rimar$ research is collected in a
research @instrumentA designed to record information for later anal$sis. -ar+eting
researchers use man$ t$pes of instruments from basic methods that record participant
responses to highl$ ad#anced electronic measurement where research participants areconnected to sophisticated equipment. (hat is rimar$ Research"
Sec!ndar, Research4 ?inding information from thirdpart$ sources such as mar+eting
research reports0 compan$ websites0 maga;ine articles0 and other sources. But in actualit$ an$
information pre#iousl$ gathered0 whether from sources e8ternal to the mar+eter or from
internal sources0 such as accessing material from pre#ious mar+et research carried out b$ the
mar+eter:s organi;ation0 old sales reports0 accounting records and man$ others0 falls under
the heading of secondar$ research. (hat is Secondar$ Research"
Un2aid Pr!d"ct P#ace$ent4 hen the product is placed in an$ media but without the
compan$ pa$ing for it. /t is a Fno mone$ in#ol#ed: transaction. But0 that does not mean there
are no after effects in the brand:s sales or retention #alue after such placement.
Retenti!n Va#"e !f a Pr!d"ct4 Customer retention is the acti#it$ that a selling organi;ation
underta+es in order to reduce customer defections for its products. Successful
customer retention starts with the first contact an organi;ation has with a customer andcontinues throughout the entire lifetime of a relationship. hen retention creates a monetar$
benefit0 a #alue can be attached to it.
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%%
!merican /dol 4he !udition room of !merican /dol
4he *udges with Coca Cola cups openl$ displa$ed
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%7
Cha2ter > ? ANALSIS AND INTERPRETATION
4his chapter is also going to be di#ided into three categories and these categories are nothing
but different t$pes of products namel$5 food and drin+s0 lu8ur$ brands and digital brands.
Each categor$ will ha#e different brands and how the$ wor+ed (or didn:t" in product
placement.
>.8 ? FOOD AND DRIN'S
C!ca C!#a in A$erican Id!#4 4he smash realit$ series showcases wannabe pop stars
competing for a record deal b$ crooning for *udges0 including0 most entertainingl$0 the acid
tounged Simon Cowell0 who departed the show in %&1& after ser#ing nine seasons. 4he
*udges re#iew a performer:s talent (or lac+ thereof"0 and athome #iewers then #ote for their
fa#ourite potential star. 4he show helps launch the careers of such artists as Iell$ Clar+son0
Carrie Underwood0 Jennifer 2udson and !dam ambert. remiered5 June 110 %&&%.
(!merican /dol 49 Show"
Coca Cola became the sponsorer for !merican /dol in#esting about K'3.1 million in %&1%. /n
%&1'0 it spent about K1,.7 million according to Iantar0 a trac+er of ad spending. But0 Coca
Cola departs as -adison !#enue has noticeabl$ cut its support of @!merican /dol0A a programthat holds a significant place in the medium:s histor$ but which has suffered significant
ratings declines. CocaCola:s disclosure surfaces *ust wee+s before @!merican /dolA is set to
launch its 1'th season on ?o8 in Januar$.
?o8 has alread$ said it intends to air fewer episodes of the show0 a signal the program can no
longer carr$ the networ+ as it has in past $ears0 when it too+ up two nights each wee+. 4he
show:s %&1' finale was seen b$ 1&.1 million #iewers0 according to 6ielsen0 a decrease of
%
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6ershe,1s Reese1s 2ieces in E.T.789:;
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%,
4he scene in Gone Girl with a Sa#oir bed.
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>.; ? LUUR &RANDS
Sa!ir &ed in )!ne )ir# 7;=8>
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Inter2retati!n H 4his mo#ie was a success with its >scar nomination (/-Db" that definitel$
increased the audiences who saw the beautiful bed displa$ed so well in the mo#ie with the
characters praising it. E#en here0 the one who sleeps on it murders the other character on the
bed but that disturbance didn:t rupture sales0 as Sa#oir recei#ed %&L more traffic and sales
increase.
!pple in both -o#ies and 49 shows.
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%3
A22#e Pr!d"cts in a#$!st a## sh!0s and $!ies4 >ne thing e#er$bod$ would notice is that
in mo#ies that ha#e a lot of Fdigital wor+: to do and if the characters are rich0 businessli+e0
the t$pical instrument in their hands0 whether phone or tab or laptop is !pple.
!pple re#ealed one of its biggest mar+eting secrets in federal court5 4he compan$ relies
hea#il$ on free product placement in tele#ision shows and mo#ies. !nd !pple has a
fascinating histor$ of product placement0 which it doesnQt li+e to tal+ about.
!ppleQs mar+eting chief0 hil Schiller0 said that >ne of !ppleQs emplo$ees wor+s closel$
with 2oll$wood on socalled product placement so its gadgets are used in mo#ies and
tele#ision shows. E#en though !pple has announced again and again that it doesnQt pa$ for
spots0 !pple products appeared in =31 49 shows in %&11 alone.
http://www.businessinsider.com/apples-biggest-marketing-secret-just-got-revealed-in-federal-court-2012-8http://www.businessinsider.com/blackboard/applehttp://www.businessinsider.com/blackboard/applehttp://www.sfgate.com/technology/article/Marketing-chief-gives-glimpse-into-Apple-3761800.phphttp://www.sfgate.com/technology/article/Marketing-chief-gives-glimpse-into-Apple-3761800.phphttp://www.washingtonpost.com/wp-dyn/content/article/2006/04/14/AR2006041401670.htmlhttp://www.washingtonpost.com/wp-dyn/content/article/2006/04/14/AR2006041401670.htmlhttp://www.dailytech.com/article.aspx?newsid=24679http://www.businessinsider.com/apples-biggest-marketing-secret-just-got-revealed-in-federal-court-2012-8http://www.businessinsider.com/blackboard/applehttp://www.sfgate.com/technology/article/Marketing-chief-gives-glimpse-into-Apple-3761800.phphttp://www.washingtonpost.com/wp-dyn/content/article/2006/04/14/AR2006041401670.htmlhttp://www.washingtonpost.com/wp-dyn/content/article/2006/04/14/AR2006041401670.htmlhttp://www.dailytech.com/article.aspx?newsid=24679
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7&
!ccording to &randchanne#0 iDe#ices were in '& percent of mo#ie bo8 office hits.
@!pple won:t pa$ to ha#e their products featured0 but the$ are more than willing to hand out
an endless amount of computers0 iads0 and ihones0A Ga#in olone0 who
produced &ombieland, 'urb (our Enthusiasm, and more0 told Businessweek . (Stampler0 ."
Inter2retati!n e can:t reall$ tell how much truth is in !pple:s word that the$ don:t pa$
for their product placements. But if the$ are appearing so often0 the$ reall$ would be bro+e if
the$ had to pa$ for e#er$ placement. hen the$ sa$ that !pple gi#es awa$ products that
might seem to ma+e more sense. So0 with such a humongous audience to its products0 its
consumer retention #alue would be e8tremel$ high as all the$ e#er see in most mo#ies or 49shows are !pple:s products to increase their remembrance0 which will definitel$ increase
sales0 e#en though there is no wa$ to find out how much sales the$ get onl$ because of
product placement.
http://www.brandchannel.com/features_effect.asp?pf_id=535http://www.businessweek.com/articles/2012-05-10/apple-the-other-cult-in-hollywoodhttp://www.businessweek.com/articles/2012-05-10/apple-the-other-cult-in-hollywoodhttp://www.businessweek.com/articles/2012-05-10/apple-the-other-cult-in-hollywoodhttp://www.businessweek.com/articles/2012-05-10/apple-the-other-cult-in-hollywoodhttp://www.businessweek.com/articles/2012-05-10/apple-the-other-cult-in-hollywoodhttp://www.businessweek.com/articles/2012-05-10/apple-the-other-cult-in-hollywoodhttp://www.brandchannel.com/features_effect.asp?pf_id=535http://www.businessweek.com/articles/2012-05-10/apple-the-other-cult-in-hollywoodhttp://www.businessweek.com/articles/2012-05-10/apple-the-other-cult-in-hollywoodhttp://www.businessweek.com/articles/2012-05-10/apple-the-other-cult-in-hollywood
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7%
>.B ? DI)ITAL &RANDS
&reakin* &ad1s endin* s!n* /&a+, "e14 ! chemistr$ teacher diagnosed with a terminal
lung cancer0 teams up with his former student0 Jesse in+man0 to coo+ and sell cr$stal meth.
(/-Db".
9ince Gilligan personall$ selected Bab$ Blue b$ Badfinger as the song to be pla$ed during
the seriesQ final scene0 despite numerous ob*ections from his music team. 4he song was
purchased from i4unes o#er )0&&& times the night of the finaleQs initial broadcast and re
entered the Billboard charts more than '& $ears after it was first released.
Bab$ Blue0 the memorable 13h0 / get it now0Q Golubi continues. 4his is a lo#eaffair
stor$ of alt and his lo#e of science0 and this was his greatest product H his greatest triumphas a chemist. /t wasnQt about alter hite as a criminal or a murderer or an awful person. /t
was him ending on his own terms. /t felt creati#el$ right.(Inopper0 S."
Inter2retati!n ? Brea+ing Bad was an e8tremel$ popular show with its dar+ humour and
intelligent plot and of course0 its multiple Emm$ wins and nominations. But in the last scene
of the last episode a song so apt and lo#el$ pla$s that after '& $ears the song came to number
one position in the charts. 4he song was a choice of the creator of the show and not paid for
b$ the song:s creators Badfinger. 4herefore0 since the l$rics were so apt for the scene and the
music so lo#el$ with millions of people listening to it0 it:s no surprise that e#en the sales went
up.
http://www.rollingstone.com/music/videos/flashback-breaking-bad-immortalizes-badfingers-baby-blue-20130930http://www.rollingstone.com/music/videos/flashback-breaking-bad-immortalizes-badfingers-baby-blue-20130930http://www.rollingstone.com/music/videos/flashback-breaking-bad-immortalizes-badfingers-baby-blue-20130930http://www.rollingstone.com/music/videos/flashback-breaking-bad-immortalizes-badfingers-baby-blue-20130930http://www.rollingstone.com/music/videos/flashback-breaking-bad-immortalizes-badfingers-baby-blue-20130930http://www.rollingstone.com/music/videos/flashback-breaking-bad-immortalizes-badfingers-baby-blue-20130930
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Cha2ter ? FINDIN)S AND CONCLUSION
4he ob*ecti#es ha#e been answered with the abo#e e8amples that we:#e been discussing and
this is what / found5
1. Sales and retention #alue definitel$ increases with product placement in both mo#ies
and 490 but a lot of resources is required as it is e8pensi#e.%. 4he plot and the product should go hand in hand to get the best results in terms of
sales or e#en popularit$.7. But0 the image that the character or stor$ portra$s0 whether good or bad0 does not
decrease the sales or create a bad image for the product that is placed in such a show.
4herefore conte8t is not alwa$s important.'. /f more recognition is required0 the 49 show or mo#ie should be worthwhile i.e.0 it
should ha#e good #iewership or good ratings for the consumers to want the product.). E#en unpaid product placements are worth it.
/ conclude that product placement is a #er$ good strateg$ and it should be carefull$ dealt with
as it is e8pensi#e but the results will definitel$ be good for the brand and the compan$.
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7'
&I&LIO)RAP6
1. illiams0 I.0 etros+$0 !.0 2ernande; E.0 age R. roduct placement effecti#eness5
Re#isited and renewed.(n.d.". *ournal of +anagement and +areting esearch, 1%'.Retrie#ed from http5www.aabri.commanuscripts1&
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