The Influence of Movie Genre on Audience Reaction to Product Placement

Commercials are a main component in advertising which allow businesses to have the ability to attract a multitude of buyers throughout various media outputs. It possesses such a powerful mass media to attract viewer’s attention, knowing all company brands attempt to make consumers buy what they are selling and endorse their product. Without a

With the emerging technological innovation, several companies have adopted different marketing techniques to make themselves popular and gain ground in the competitive market space. The use of television commercials has been one of the most utilized technique to disseminate information about products and services that are branded by particular company or organization (Gass and Seiter 23). When one watches television, he or she is always bombarded by several commercials with many marketing messages which are repeated over and over during television commercial breaks. Most of these television commercials utilize several similar persuasive or rhetoric techniques aimed at luring one either to buy, vote, or to otherwise influence him

Advertisements have become more common and can be found in almost all locations in the society; however they vary depending on the content and the medium they use to convey the information. It can be noted that television has become one of the most influential and powerful medium since it gives both visual and hearing attributes. Television is preferred by many organizations among them being Power ads since it gives a leading hand in competition since it basically influences the consumers not because of the unique product qualities but the mode at which the advertisement is made. Advertisement being one of the marketing strategies has to be designed in a way

Over the last few decades, American culture has been forever changed by the huge amount of advertisement the people are subjected to. Advertising has become such an integral part of society, many people will choose whether or not they want to buy a product based only on their familiarity with it rather than the product’s price or effectiveness. Do to that fact, companies must provide the very best and most convincing advertisements as possible. Those companies have, in fact, done

TV commercials have many ways to persuade an audience to buy their products, for example, during Coca-Cola TV commercial “Coke Mini (Hulk vs Ant-Man)”, it shows the power of coke mini. Coca-Cola wants us to know that its new coke mini is so delicious that the intense flavor is irresistible, doesn’t matter if you are big or small you’ll want one. Coca-Cola implement humor, famous super heroes, advertisement inside advertisement, showing the emotions of the characters inside its commercial and action movie like commercial, to persuade the audience into buying the product they are selling, which is coke mini. The Rhetorical Analysis of the commercial “Coke Mini (Hulk vs Ant-Man), will be focusing on how it persuades audience into buying its products.

In today’s market of technology and visual stimulation it becomes more and more important for advertising campaigns to stand out and be innovative, and it is this idea that drove one Canadian beer company to do something that had never been done before. In light of waning interest, Kokanee, owned by the Labatt Brewing Company, enlisted the help of Toronto based Grip advertising agency to (with its entire yearly marketing budget) create something really big for there next campaign. Grip’s innovative response to this challenge was to do something completely new and create an ad in the form of a full-length feature film, which they would call: “The Movie Out Here”

There are different ways on which brands can reach their customers and connect with them. Online Screen channels are becoming of main interest for brands to advertise in. From this, Youtube has become one of the main platforms on which brands decide to promote their content, not only because it is cost–effective, but because it can achieve a high impression by reaching a large audience. Different campaigns such as Volvo’s “The Epic Split”and Carrie’s Telekinetic café prank, prove the efficiency of such platform, and how different brands can take advantage of this to achieve viral marketing, such in the case of Bud Light’s Super Bowl “Up for whatever” campaign. The way in which the business approaches the consumer by taking advantage of

Everyday our lives are affected by advertising and media. Companies use advertising to take advantage of every aspect of people’s lives. As a result, a change needs to happen in advertising, for the negative impacts of advertising are hurting the cultural norms of society. Everyday companies use advertising as a tool to take advantage of the relationships of consumers.

Onwards from the late sixties, trailers emerged to the forefront of film marketing. Prior to this, film trailers were nowhere near as predominant in the marketing process as they are today; they are now a consolidation of marketer strategies, used as an effective tool in targeting the greatest number of potential audiences to increase cinema sales and therefore film revenue. Companies often spend large amounts on advertising new products, prior to their launch, which is extremely apparent within the creative industries (Elberse & Anand, 2007), namely the film industry. While trailer marketing tends to exploit audience behaviour and genre preferences, this promotional tool has proved itself to be the most effective in publicising films. Today, trailers are a cinema of ‘coming’ attractions in a blockbuster era (Kernan, 2004), where marketing dictates what is to be produced within the global film industry.

The world Is like one big marketing ploy. Advertisements are everywhere from subtle movie appearances to billboards and everything in between. Advertisers continue to find more ways to push their products with the hopes that the next method will prove more successful than its forerunner. The articles “Illusions Are Forever” by Jay Chiat and “Champagne Taste, Beer Budget” by Delia Cleveland illustrate the result of successful advertising and how it works. Quite a few of these seldom fail to prove fruitful .The most effective forms of advertising are high-end product placement and celebrity endorsement.

Advertisements have the phenomenal ability to either convince, inform, or entertain someone in a matter of seconds. Because of this, advertisements over the past few decades have grown immensely. According to SJInsights viewers are “exposed to over five-thousand brands and advertisements each day” (Johnson). These advertisements include commercials, internet based ads, and print advertisements. With the continuous growth of social media platforms and technology, viewers can only expect this number to go anywhere but up.

Over the course of viewing a movie, I keenly focus on real-life brands and companies that are featured throughout each scene. As a founder of a start up brand, I constantly prepare for unique market strategies and creative ideas that can provide the greatest promotion of the product. The use of brands in movies is critical to a company’s day-to-day operations, and it yields extremely high earning potential. Throughout the film Happy Gilmore, both Subway and Wilson are heavily featured in an attempt to spark interest among the consumer. I will be examining the use of Subway and Wilson in the film in an attempt to determine the effectiveness of these product placements in relation to my personal habits as a consumer.

Children spend numerous amount of time watching television, playing videogames, and using computers. For businesses, these children represent the ultimate prize, an unprecedented, powerful, and elusive new demographic to profit from. Their goals now are to insinuate their brands into these children’s lives and marketers have begun to place products directly into children entertainment by subtle “product placement”. Product placement which is the significant placement of product within movies or television programs (O'Quinn, Thomas C; Allen, Chris D; Semenik, Richard J, 2009). According to the text, advertiser love the exposure that product placement provides because many consumers have turned to solutions that avoids traditional advertising, with technology like the TiVo, the consumer can skip commercials. Competition can be intense and businesses go to ethically questionable extreme ways of pushing goods, services, and beliefs.

In the book, Positioning: The Battle for Your Mind, two authors, Ries and Trout, illustrate how efficient positioning a product can affect the recognition of the target market. In addition, it is an outside-in approach to the business marketing. In other words, the marketer considers a business with the prospect’s mind rather than the products. First and foremost, the authors introduce the concept of positioning---“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect” (Ries & Trout, 1986). Moreover, the past strategies for marketing no longer match the present market, and Ries and Trout believe that communication itself is a big problem. Since our society is “over-communicated,” customers might receive overwhelming information. People’ s minds can only collect a narrow amount of information and it blocks out the rest of irrelevant information; therefore, this can explain the reason why some advertisements fail to attract the attention of consumers. The authors provide several statistic data to support their statement about the over-communicated world. Obviously, 57% of the world’s advertising is offered by the United States, America publishes more than 30,000 books per year, and the average of American family watches around 51 hours per week of television. Therefore, American customers receive too many messages from different mediums, such as television, books, and

The research in consumer behavior and psychology shows that the brand related information determines the probability if the customer will select a particular brand (Mitchell 100). Companies have learned to play with the psychology and emotions of consumers and have succeeded in attracting even those consumers that were not motivated by the traditional advertisements. Companies these days are focusing on the basic psychological principles to understand how to plan and execute the advertisement.