Aiden Yeh

Wenzao Ursuline University of Languages

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What is Product Placement?

• noun

• 1. a practice in which manufacturers of goods or providers of a service gain exposure for their products by paying for them to be featured in films and television programmes.

"product placement is common practice in American movies"

• An advertising technique used by companies to subtly promote their products through a non-traditional advertising technique, usually through appearances in film, television, or other media.

Read more: 

http://www.businessdictionary.com/definition/product-placement.html#ixzz2mO3DBRyI

• Also known as embedded marketing or advertising, it has been around for decades, but marketers have become much more sophisticated in the way they use it. 

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 A Brief History of Conspicuous Product Placement in Movies

• Filmdrunk short movie

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At what cost?

• A recent example of quite costly product placement was the use of the new Ford Mondeo in the James Bond movie Casino Royale. It is reported that Ford paid $14M to have James Bond drive the Mondeo. It was on screen for around 3 minutes, which equates to $78,000 per second! That's more than the average US family makes in 1 year.

Guess the name of the film?

• Product placed in this scene?

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• The name's Bond, the watch is Omega. Pierce Brosnan and some flagrant brand brandishing Photograph: Omega

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Loud Product Placement

• Film? Product?

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Wayne's World ... product placement gets cheesy. Photograph: PR

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Pizza Hut

Film? Product?

The appearance of FedEx branding in the 2000 drama "Castaway" starring Tom Hanks is technically not a product placement since the courier company didn't not pay for the screen time. After the film's

release FedEx saw a significant increase in brand awareness in Asia and Europe where brand recognition was low.

Read more: http://www.businessinsider.com/15-worst-movie-product-placements-2013-5?op=1#ixzz2mO72QAN4

Fedex

Film? Product?

Film? Product?• "Toy Story's" inclusion of an Etch-A-Sketch boosted sale

s by an amazing 4,500%. Mr. Potato Head sales saw an 800% increase.

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Film? Product?

http://www.businessinsider.com/apple-product-placements-in-tv-and-movies-2012-8?op=1

Mission Impossible/ Apple Powerbook

• When the company was struggling in 1996, Jon Holtzman, Apple's marketing manager, made a major deal in which the PowerMac had a starring role in the first Mission: Impossible film. 

• Although Apple didn't pay for the placement, the film and tech company made an arrangement: In exchange for PowerMac's prominent role, Apple would strongly promote the movie in its ads. 

http://www.businessinsider.com/apple-product-placements-in-tv-and-movies-2012-8?op=1

Watch the Ad here: https://www.youtube.com/watch?feature=player_embedded&v=26gQATqxE-c

http://www.businessinsider.com/apple-product-placements-in-tv-and-movies-2012-8?op=1

1)

http://creativestudiosng.com/blog/wp-content/uploads/2011/06/product-placement.jpg

2)

http://www.redcmarketing.net/wp-content/uploads/2010/09/ppcoke1.jpg

3)

http://www.frankwbaker.com/friends.jpg

4)

http://www.brandchannel.com/home/post/2011/02/02/Product-Placement-in-2010-Oscar-Nominated-Films-from-Barbie-to-Budweiser.aspx

5)

http://www.brandchannel.com/home/post/2011/02/02/Product-Placement-in-2010-Oscar-Nominated-Films-from-Barbie-to-Budweiser.aspx

6)

http://www.bubblews.com/news/740913-product-placement-within-showsmoviesmusic-videos

7)

http://www.businessinsider.com/15-worst-movie-product-placements-2013-5

8)

http://cargocollective.com/productplacement/About

9)

http://madamepickwickartblog.com/2012/04/hidden-messages/

10)

• You’ve got Mail! https://www.youtube.com/watch?v=hZ7lFV9Z2hk#t=42

• The Thomas Crown Affair https://www.youtube.com/watch?v=orLcw_eobRM

Assignment

• Choose a local film or TV drama

• Identify at least 5 product placements in the episode(s)

• You can use Word or Powerpoint Or even Paint) to save your screenshots. Make sure to identify the product in the pictures. And don’t forget to add the name of the film or drama.