Product Placement

10682 WordsMar 31, 201143 Pages
Product placement, or embedded marketing, is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, the story line of television shows, or news programs. The product placement is often not disclosed at the time that the good or service is featured. Product placement became common in the 1980s. In April 2006, Broadcasting & Cable reported, "Two thirds of advertisers employ 'branded entertainment'—product placement—with the vast majority of that (80%) in commercial TV programming." The story, based on a survey by the Association of National Advertisers, said "Reasons for using in-show plugs varied from 'stronger emotional connection' to better dovetailing with relevant content,…show more content…
For the next film in the James Bond franchise, Tomorrow Never Dies, Sortito created a $100 million promotional campaign that included tie-ins with BMW, Visa, L'Oréal, Ericsson, Heineken, Avis, and Omega SA. The film brought in more than $300 million dollars.[17] A recent example is HBO's Sex and the City (1998–2004), where the plot revolved around, among other things, Absolut Vodka, a campaign upon which one of the protagonists was working, and a billboard in Times Square, where a bottle prevented an image of the model from being pornographic. Knight Rider (1982–1986), a television series featuring a talking Pontiac Trans Am, is another example of brand integration. The earliest example of product placement in a computer or video game occurs in Action Biker (1984) for Skips crisps, a product by KP Snacks. Video games, such as Crazy Taxi (1999), feature real retail stores as game destinations. However, sometimes the economics are reversed and video-game makers pay for the rights to use real sports teams and players. Today, product placement in online video is also becoming common. Online agencies are specializing in connecting online video producers, which are usually individuals, with brands and advertisers. [edit] Self Promotion Twentieth Century Fox, a subsidiary of News Corporation, has promoted its parent company's own Sky News channel through including it as a plot device when characters are viewing news

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