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Entertainment Marketing

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ENTERTAINMENT MARKETING Brian Gillespie May 19, 2010 Entertainment Marketing Product Placement Film Merchandising Branded Entertainment What is Product Placement? – PowerPoint PPT presentation

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Title: Entertainment Marketing


1
Entertainment Marketing
  • Brian Gillespie
  • May 19, 2010

2
Entertainment Marketing
  • Product Placement
  • Film Merchandising
  • Branded Entertainment

3
What is Product Placement?
  • The insertion of branded products or services
    into mass media content with the intent of
    influencing consumer attitude or behavior
  • http//www.youtube.com/watch?vaGlFPIg0H6U
  • http//www.youtube.com/watch?vR22qigXhFjk
  • http//www.youtube.com/watch?v5A0-u85aAYg
  • Why product placement?
  • Oversaturation of traditional advertising outlets
  • Reach a captive and involved audience

4
Product Placement History
  • Lumiere films in the 1890s
  • http//www.youtube.com/watch?vj4hP2fL8liE
  • E.T.
  • http//www.youtube.com/watch?vAfAzUAxWELU
  • Today it is a 3.36B dollar industry
  • Product channels
  • TV
  • Film
  • Books
  • Video Games
  • Music and Music Videos

5
What do we know?
  • Placements have direct effects on different
    consumer attributes
  • Brand recognition (cognition)
  • Brand attitudes (affect)
  • Consumer choice (conation)

6
Type of placements
  • Placement (subtle vs. blatant) on recognition and
    attitudes (Law and Braun 2000)
  • Blatant placements are more recognizable than
    subtle placements
  • Modality (auditory vs. visual) and plot
    connection (low plot connection vs. high plot
    connection) on recognition and attitude (Russell
    2002)
  • High plot connection-auditory and low plot
    connection-visual placements increase attitudes

7
Frequency of Placements
  • Type of placement (subtle vs. blatant) and
    repetition of placement (low repetition vs.
    moderate repetition) on attitude (Homer 2009)

8
Character and Product Interactions
  • Attitudes toward the character vs. attitudes
    toward the product when the character interacts
    with the product (Russell and Stern 2006)

9
Viewer Program Liking
  • Program liking (low vs. high), prime (not present
    vs. present), and prominence (subtle vs. blatant)
    for recognition and attitudes (Cowley and Barron
    2008)
  • Those who like a movie dislike placements more
  • Distracting from the show
  • Viewers feel betrayed

10
Ego Depletion
  • A state of mental fatigue created from the
    depletion of a single limited self-regulatory
    resource, brought on by continued self-regulation
  • Works like a muscle
  • Daily tasks are ego-depleting
  • The majority of television is watched at night
    during primetime television hours, when people
    are most likely depleted

11
Theoretical Model
Ego-depletion
Exposure to PP
12
Results
Three Way Interaction Placement, Attitudes and Recognition, and Ego-Depletion Condition

LPC
Not Placed
HPC
13
Product Placement In Literature
  • Impact of negatively framed placements in
    literature
  • Half of you were told it was a Visio television,
    half were given no television brand
  • The television did not work
  • Brand attitudes toward Visio and Panasonic
    televisions were measured and subjected to a
    one-way ANOVA

14
Results
  • The effect of the negative placement on brand
    attitudes toward Visio was significant at p .08
    (one way)
  • In other words, the likelihood that there was a
    significant difference in brand attitudes between
    conditions is 92

Brand Attitudes
15
Susceptibility to Product Placement
  • Scale development of seven different dimensions
  • Predisposition to product placements
  • The seven scales were used to create a predictive
    model for susceptibility to persuasion
  • Product placement skepticism path
  • Product placement avoidance path

16
Susceptibility to Product Placement Model
17
Film Merchandising
  • Merchandising is the methods, practices, and
    operations used to promote and sustain certain
    categories of commercial activity
  • Film merchandising refers to the commodities or
    products based on movie themes, characters and or
    images that are designed, manufactured and
    marketed for direct sale
  • http//www.youtube.com/watch?vxvmZ9SPcTzU

18
Film Merchandising History
  • First major film merchandising success
  • http//www.youtube.com/watch?v-GqR1q0vaSs
  • Traditionally, film merchandising has been used
    to target kids through toys
  • Increasing number of toys aimed at adults
  • Clothing lines are becoming popular
  • Today licensed products for entertainment
    merchandise generate 16 billion a year

19
Merchandise First
  • Toy lines that inspired films and television
    shows
  • G.I. Joe
  • Hasbro toy
  • Inspired animated television show and live-action
    movie
  • Transformers
  • http//www.youtube.com/watch?vyxVdqHn-tOofeature
    related
  • Approximately 600 million in merchandise sales
    after Transformers 2 Revenge of the Fallen

20
Branded Entertainment
  • The creation of original media content,
    specifically designed to promote a brand or
    product
  • Commonly found online
  • Attempts to create a pull strategy
  • drawing customers to the product through offered
    entertainment
  • http//www.youtube.com/user/Sienna?vhiLNG153aRIf
    eaturepyvad5073201044kwswagger20wagon
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