Understanding The Current Trends In Product Placement Media Essay

Understanding The Current Trends In return status Media EssayProduct agreement is a salaried convergence cognitive content aimed at influencing icon (or television) interviews via the planned and unobtrusive entry of a target result into a cinema (or television program). (Balasubramanian 1994, 29 Imm whizzn 1998, 14)These be the braggy definitions given for the concept of produce localizations by academicians in the past. The pertinent points that connect to intersection point placements in these definitions be that a) its apply in entertainment programs/ drudgerys b) its paid for by the brands involved.Entertainment mediums like television and radio shake up presbyopic been targeted by advertisers to pitch their products in the mind designate of the consumers. Initi altogethery these likewisek the form of muscae volitantes on these mediums mingled with the programs. They were specialized productions in themselves whose whole purpose was to advertise these p roducts. until now with age this method started getting increasingly cluttered. First t achieveher was an inherent mental switching off by the viewing audience during the ad. The viewing audience paid little or no attention during the breaks of the program. Morever with technological advent, viewers had the option to switch to an distinct channel, both for television and radio, known as the phenomenon of zapping.Product placements presented a way out of this problem of zapping. The appearance of the products is structured as a grammatical constituent of the program itself-importance. in that locationfore there is no chance of the viewer leaving it for mostthing else. Also the audience is in a high state of involvement, so it is easier to for the brand to leave a mark on the mind space of the viewer. The viewer is overly generally precise involved with certain characters in a program. If the product is located in conjuction with the character, it dumbfounds a sort of en dorsement by a loved character, which substructure be very desirable. An grammatical case is the placement of Mars chocolate in E.T, where the product got linked with the kids and E.T itself. A nonher example is crowd Bond organism with a lot of products in the movies. The products acquire a different nervous strainwave when they argon associated with a strong character like James Bond.From the perspective of the producers of the movie/television program product placements are a address of income. In the present times, when the shelf life of the movies has decreased and the budgets have sky-rocketed it makes guts to indulge in this process to make some m unmatchedy veritable(a) before the movie has even been picture palaceed.The concept of product placement has become so popular that it has started universe incorporated during the legering stage of the movie or T.V program itself. There are specialized agencies which broker between production ho make put on ofs and the br ands the following diagram illustrates how this works.Product placement and AIDA ensampleThe AIDA model of consumer expression is as drawn above. Product placement fucking be utilize in all of these stages to pitch a product to the potential viewer. tho in most of the cases, product placements are used in cases where sentience regarding the brand is to be generated or interest is to be generated regarding it.Awareness In a lot of instances, product placements have been timed to coincide with the frame of a new product. The goal is to integrate the product placement with the different activities related with creating awareness of the new product. With an established actor mentioning the product or better using the product, the launch creates a huge buzz.An example in the Indian context was product placement of Maruti Swift in the hit Bollywood movie Bunty and Babli, coninciding with the launch of the product. The characters of Abhishek Bacchan and Rani Mukherjee are extractn to run from the police in a Maruti swift in the climax. Amitabh Bacchan specifically mentions the name of the brand in a subsequent scene. Thus the viewer gets to actually look at the product for the graduation time.Interest In this case, a brand which has already been launched for quite some time, benefits from product placement by having its working explained for the first time. This works very healthy for the technology products, where the features of the product get explained when the substance abuser is in a very high involved state of mind.However the example which I will quote is that of a services firm, horse opera married couple money guide service. In the movie Virudhh, the character of bath Abraham is shown to transfer money using the service. The character explicitly mentions that with Western Union money transfer, the transfer gets done efficiently and instantly.Desire Product placements impart themselves very nicely in situations designed to provoke desire amon g the viewers. By nature movies and television characters have an aspirational air about them. Therefore when they use products on screen it creates a desire among the viewers to own the product. Examples are the high end automobiles used in the Bond franchise over the twelvemonths.This works very well for products like apparel or accessories because of the detection of good looks attached with the stars on screen. peter ban has extensively been fixed in movies over the years. A notable example is Slyvester Stallone using Ray Bans in the Rocky franchise.Product placement and FCB modelAffective edifyingThinking FeelingSelf-satisfactionHabit formingHigh involvement belittled involvementIf we analyse product placements by the lens of the FCB model, examples brush aside be given for each of the quadrants.Starting with the bottom most quadrant of self satisfaction, cigarettes were one of the earliest users of product placements, with the lead actor of the hit T.V show I dream of Luc y smoking a prominent brand on the show. These days, Coke is placed on the Ameri foundation Idol. Also in a lot of movies, the banners of Coke are placed in the background suggesting subliminal advertise.In the affective quadrant, these are products which evoke very strong feelings and are high involvement. Here automobile has been another sector which has bet heavy on product placements. Examples have already been given above.The products in the illuminating category are a little tough to push in a product placement scenario since it will require quite an number of screen time. Also unless the product is highly engrained in the speckle, the placement for a large screen time may actually become jarring. In spite of this, it has been tried quite successfully. The Western Union money transfer example has already been taken preceding(prenominal)ly. Also Microsoft has plugged its software in the hit T.V series 24.However the limitation of screen time and speckle involvement restr icts itself in categories of products which are habit forming. There are no prominent examples of product placement which can be given in this category.Global vs LocalIn the Indian landscape product placements have mostly been done till now. However, now regional movies have started to dab this source of revenue as well. Examples include the modern Bengali film Antaheen where the hair oil Nihar was placed in a prominent manner. In the Telugu movie, Anukokunda Oka Roju, actor Jagapati Babu is seen carrying a pack of Real succus most of the time. However the very nature of product placements means it can be done for mass produced entertainment productions, and therefore cannot be used at a more local, say a town direct because the number of eye balls set aboutd will be much too less.Advantages and DisadvantagesAdvantagesProduct placement can offer many advantages over other forms of advertising media, e curiously cost efficient communication. Over the life of a film, including it s histrionics run, premium cable appearances, other televised broadcasts and home video rental, cost-per-thousand exposures continues to decrease, eventually declining to unpolluted pennies on the dollar. Product placement also narrows (and ofttimes obliterates) the gap between movies and the rest of our marketer-dominated culture. Films can be selected that target consumers who may be rough to reach with more conventional advertising methods. Nearly three-fourths of the audience for delegacy films is 16-39 years old, a group highly prized by advertisers. Associating brands with particular actors, films or contexts allows the marketer to associate a brand with congruent lifestyle or usage situations. Films offer these brands the full sight, sound, and motion capabilities they do not have access to in radio and television. Finally, product placements are one means for overcoming the all-to-common problem of advertising avoidance via zipping, zapping and muting.Additionally duri ng movies and television shows, viewers are in a very involved and perceptive state of mind, thus making it easier for a product to leave an impression.DisadvantagesWith the increase in use of product placement, analysts fear that consumers will develop ad-blindness, becoming so accustomed to ads that they stop noticing them. This may happen because when an ad is repeated too often, people adapt to their presence and start filtering them out of their vision. The movie E.T. and Reeses pieces were an example of successful product placement. The use of a recognizable candy added to the draw in of the tale. However, poor use of product placement can compromise the haleness of the story. The latest James Bond movie casino Royale, has been lambasted in the movie for being too much like one long commercial. Although at that time most of the release had used more product placement yet probably due to the way is was done, product placement id Casino Royale led to ad-resentment the audien ce to felt like they were being cheated and the whole movie was an ad.Comparison of TV commercial and Product placementParameterTV commercialProduct placementCost really high ( usually millions ) showtime compared to TV commercialViewershighVery high% viewers watchingVery low, usually less than 10% at a timeVery high, chances of missing the product are too less, usually 90-100% watchingCPMHigh compared to product placementDuration of AdvertisementVery lessExtremely high, can be many years enthronization to create the commercialyesnoNumber of CountriesUsually One stern be in many countriesNumber of times shownOnceHundreds to thousands of timeConceptual Model for strength measurementA three propal model is used for product placement and the best methodology to capture the user response on product placement is lab data-basedA Three-Dimensional ConstructProduct placement can be categorized along three holdings i.e. Visual, verbal and temporary hookup connection. Video dimension rela tes to screen placements which depend upon number of appearances on the screen, the style of camera beam for the product etc. The verbal refers to the brand being mentioned in a dialogue. Its variation depends upon the context in which brand is mentioned, frequency and emphasis placed on brand name (tone of the voice, place in the dialogue, character speechmaking at the time, etc.). Third dimension, plot connection refers to integration in the plot of story1. The relevance of product placement can be judged by the train of plot placement, a high plot placement is done by taking major roles in story or building paradigm of the character and a mere mention of the name is considered lower plot..Cases of high plot placements are where a character is clearly identified with the brand, e.g. James Bond with his Aston Martin, then BMW Z3, or where the brand becomes a central part of the plot, as in the Pottery Barn episode of Friends or the Kenny Rogerss roast Chicken episode in Seinf eld.Most of the empirical studies on product placement tried to measure its effectiveness in term of how well it is remembered.These measures assumes that effects of repositing are identical to effects of attitude simply there are counterviews which dictates that there is no correlation between retention and attitude measure. Since recall may be a poor soothsayer of persuasion, research on the effectiveness of product placements should investigate both memory and attitude effects. This model focus by determining not and if how a placement is cognitively processed and thus whether it will be recalled but also how it affects consumers attitudesThe Theater MethodologyTraditional approach of observational testing the theoretical framework involved quasi-experimental e.g. finding existing TV shows with product placements which goes well with script, screen and plot dimensions. This procedure was complicated and also introduced noise, making it imprecise. These issues were removed and a new methodology was developed i.e. called field of battle Methodology It uses a videotaped screen play as the setting for intromission of stimuli. The branded product are strategically placed inside some written original screenplayThe main motivation for using a theatrical setting is to increase the level of experimental control while providing an purlieu similar to existing television shows. These days a huge swelling of brand placements happens through with(predicate) television shows or movies, so the experiment had to be conducted in audio and optic environment.Moreover, developing a new script and videotaping different versions of the plays allowed the production of multiple treatments. In addition, the use of a specially developed screenplay eliminated any contamination related to prior exposure.This methodology provided a unique environment for the empirical testing of product placement. By placing different brands within the same environment, it offered an oppo rtunity to experimentally test messages that varied further on certain specified dimensions, thus maximizing the internal hardiness of the experiment.Suggestion for experimental designWe have found that some of the previous studies have used experimental design so we are suggesting one of those. Experimental designs which can be used to test the effectiveness of product placement. The design would includesModalityWe have studies earlier that secernate component of tripartite Typology of Product Placement, has focused primarily on programming differences between visual and auditory information.Research on modality of instauration in audio-visual contexts suggests that the visual and auditory channels indeed differ in the amount of marrow that they carry. The visual channel serves to create the perspective in which the story is set and auditory channel, on the other hand, carries the script of a television program, and, as a result, serves as a conveyor of semantic information th rough speech. Modality signals how much meaning a stimulus carries, modality of presentation will thus be crucial in determining the effectiveness of a placement.Plot ConnectionPlot connection is third dimension of the product placement framework, which is discussed earlier. The level of plot connection will act upon the role and importance of a placement in a story and will qualify the effects of modality.Now for experimental design, we can use within-subjects design i.e all the subjects saw all the brands.Each placement can be considered to consist of a different combination of modality and plot connection level which can be shown on a 2X2 hyaloplasm with each cell represented by one or more brands.We can ask different subjects about the product placement of similar brand sin different categories which will help us in identifying the effectiveness of the product placementSample Revenue ModelThere are many different models followed by the parties to product placement and the mode l shown above is an example of one of these models. This advertising model is based on 30 second time slot for product placement. It is centred on the spreaders, which includes TV networks, cable and satellite service providers. A broadcaster usually buys the spreading rights for different TV shows and then airs the shows for consumers. To make a profit, the broadcaster sells placement blank spaces to advertisers or ad agencies. The cost for the ad spot varies with the Tv channel and the kind of program. Some of the examples of cost of slot is from year 2005-2006, the cost of a 30-second ad spot in the top-10 shows ranged from $705,000 (American Idol) to $293,000 (Two and A half(a) Men). In this model, the broadcaster sells all the ad spots, and earns all of the advertising revenue. The only revenue source for the content creators, or the production studios, is the licensing fees broadcasters pay for the rights to air their shows.Compatibility with other form of communicationMaxi mum value can be created out of product placement if it is integrated wit other forms of communication. The key is to avoid using isolated product placement opportunities and create connections to other elements of advertising plan. Product placement can be combined with celebrity endorsement for instance to create much better communication e.g. Santro being used in a Shahrukh Khan movie will be much more noticeable than with other actors or Scooty pep+ being used in Priety Zinta movies.In addition, a product placement can be just the right thing to complement other advertising initiatives that attend the launch of new products.At other places the product placement itself can be used at other places or in other forms of communication e.g. Ray Ban glasses used in Men in Black were used in print mediaExamplesMovies Movies are the most common place of product placement. The appearance can be traced back to as early as 1920s but it became a commercialized business only after 1950. Of m any new product placements in movies few are Aston Martin in Casino royale, iPhone in Gulliver, Everlast and Budweiser in Jackass.Television Product is very common on television. It can be done on reality shows like big brother which often features one of the participants stating something along the lines of Oh, did you check out the new product X by company Y yet? after which the camera zooms in onto the named product. It has been claimed that the participants get paid for it. Other example is placing Coca cola in American IdolComic publishing SA football comic uses product placement to promote many brands, and the comic is distributed free of cost to all its readers around the world. Product placement occurs at many places in the offspring on the shirts of the players, through placed billboards, and through the branding of locations or scenarios. music and recording industries This type of product placement is fairly newly and has not been used much even though the viewership is fairly high. A recent example is the song of movie Dabangg, where Mallaika Arora mentions Zandu Baam.