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Product Placement


Product Placement Dr. Niann-Chung Tsai Professor and Director, Digital AV & Web Learning Center Shih Hsin University Definition of Product Placement Product placement ... – PowerPoint PPT presentation

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Title: Product Placement

Product Placement
  • Dr. Niann-Chung Tsai
  • Professor and Director,
  • Digital AV Web Learning Center
  • Shih Hsin University

  • Topic Issues
  • Definition of Product Placement
  • Product Placements in Television and Film
  • Product Placement VS. Concept Placement
  • What kind of communication effect does product
    (concept) placement have?
  • What do viewers really think about product
    (concept) placement?

Definition of Product Placement
  • Product placement is a promotional tactic used by
    marketers in which characters in a fictional
    play, movie, television series, or book use a
    real commercial product. Typically either the
    product or logo is shown or favourable qualities
    of the product are mentioned.

  • Generally, product placement involves placing a
    product in highly visible situations. The most
    common form is movie and television placements.

Fedex in Cast Away
Apple PowerBook in 24 Hours
Product Placements in Television and Film
  • While watching television, do you often ignore
    your television or zap the commercials during
    commercial breaks to avoid advertisements? If you
    are one of the millions of viewers who purposely
    avoid advertisements. The placement designers are
    catching on to you!

Observations from TV and Film
  • You are being influenced by advertisements that
    are so carefully integrated into television shows
    and movies that you are unaware that their
    presence is a form of advertising.

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  • Rather than advertising a product in a
    commercial, advertising owners have their
    products incorporated into television programs
    and films
  • Advertising owners hope that by placing their
    product within a program or film, they will
    effectively increase the overall awareness of
    their product with the audience targeted by the
    filmmakers and television producers.

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Types of product placement
  • There are three main types of product
    placements that are used today which are visual
    placement, auditory placement, and plot

Visual Placement (??????)
  • This occurs when a product, service, or logo
    can be simply observed within the setting of a
    television show or film. For example, during a
    television program you may notice that a can of
    Coca-Cola is sitting on a table.

Coke-Cola American Idol
Effects of Visual Placement
  • The effect that the placement has on consumers
    brand attitudes cannot be measured to this day
    but research has shown that the number of
    appearances on the screen may increase
  • But most marketers believe that showing a product
    repeatedly during a highly rated program will
    increase consumer recognition of the product.
  • This tactic can be a dangerous one because
    overexposure to a product during a program or
    film can lead to the suspicion of whether or not
    the product is being shown for advertising

Characters of Visual Placement
  • Products that are visually presented and not
    discussed, and are not as effective because the
    visual channel is often used to display products
    without discussing them. Sometimes the items are
    used as part of the background scenery and tend
    to go unnoticed by viewers because they are
    listening rather than observing the set.

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  • Reeses Pieces in E.T. in 1982 remain one
    of the best examples of product placement,
    Reeses increased sales for years. At that time,
    MMs turned down the placement.

E.T. Reeses Pieces
Auditory Placement (??????)
  • This occurs when a character verbally refers to
    a product or service that is scripted within the
    program. The effect of an auditory placement
    depends on three factors
  • The context in which the concept is mentioned
  • The frequency that the concept is mentioned
  • The emphasis placed on the concept

Characters of Auditory Placement
  •   Auditory information has a greater effect than
    visual placement on viewers because they can
    process the information even when they are not
    looking at the television or movie screen. People
    tend to pay more attention to what is being said
    by characters, especially during programs in
    which the viewer is highly involved.

  • 007 is a milestone in the history of
    moviemaking. The films have become a way for
    advertising agencies and corporations to
    associate their product with 007, and so get the
    media attention theyre seeking.

Golden Eye BMW
Plot Connection (??????)
  • This type of placement occurs most often and
    usually has the greatest impact on viewers. Plot
    connection occurs when a brand makes a low or
    high-level contribution to a storyline.

?????? ????? Formosa Television
  • For instance, suppose that the cast of Mr.A and
    Mr.B did an episode that involved the purchase of
    a new Honda for one of the characters. The brand
    is integrated into the story because the
    characters will deal with the product throughout
    the episode.
  • Plot connection usually involves the physical
    handling of products and can have the greatest
    impact on viewers when the brand is highly
    connected to the plot.

  • The Truman Show's depiction of the way product
    placement is woven into Truman's life is an
    effective satire on the commercialization of our
    own lives.

The Truman Show Chefs Pal Mococa
  • Why is product placement so popular during
    television programs?
  • Product placement is not used to replace the
    marketing strategy of a company it is used to
    enhance it.
  • Another reason for the rising popularity of
    product placement is due to the fact that many
    marketers see growing technologies as a threat.

  • Today digital recorders make it even easier for
    viewers to zip through commercials or to avoid
    them altogether. With over half a million
    households using personal video recorders such as
    TiVO, viewers tend to skip commercials all the

TiVO Digital Recorder
Rethinking onProduct Placement VS. Concept
  • What is the difference between product placement
    and concept placement?
  • What is the better way to deal with product and
    concept placement?
  • Is it wrong when the government uses of concept
    placement ?

?????? ???? Formosa Television
?????? ??????? Sanlih E-Television
  • What kind of communication effect does product
    (concept) placement have?
  • In the past, most marketing researchers tried to
    calculate the success of a product placement
    based upon the length of time that their product
    appeared on the screen and its context within the
  • As a communication researcher, I always emphasize
    the effects of communication no matter how the
    communication take place in different ways.

  • Government may strategically use the popularity
    of TV dramas in appropriate situation, so that
    public policy and announcement can be exposed in
    the drama plot when the populace are viewed

?????? ??????? Sanlih Television
?????? ????? Formosa Television
  • What do viewers really think about product
    (concept) placement?
  • Consumers are much more skeptical today than in
    the past and many find that placing products in
    television shows and movies takes away from the
    entertainment value of the program.
  • However, the consumers mostly would be delightful
    to view something new product placement on the
    media if the tactic is smart or delicate.

  • Conclusion
  • Product or concept placement is considered as
    one of the persuasive communication skills. For
    different ways of making use of product or
    concept placement, we can not say its way of
    approach is wrong or correct. It would be better
    to consider the product or concept placement as a
    way of information delivery. Therefore, as a way
    of information delivery there is only with
    delicate approach or awkward approach.
  • Why are there so many arguments in todays
    product placement on mass media? Most arguments
    are due to political issues since the political
    ideology should not get involved in the product
    or concept placement.
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