Product placement is an ingenious way to communicate marketing messages if done in a befittingly manner. My favorite product placement is Reece's Pieces candy in the 1982 blockbuster movie E.T. The Extra-Terrestrial (M&Ms and E.T., n.d.). The main character Elliot lures E.T. to his house with a trail of Reece's Pieces candy. The candy was a token of the friendship the two were developing. It was relevant and heartwarming product placement that was a hit since sales of the candy skyrocketed while the movie was in theatres and afterwards. The placement of Reece's Pieces candy in the movie was a big reason the candy became an iconic American brand. On the other hand, one of the worst product placements I have ever witnessed was in the 1992 movie
…show more content…
"Integration has to be organic and not forced, otherwise, consumers will see right through it" (Schmuckler, 2005). About a decade ago I worked at a local TV station in the sales department. Finding new innovative avenues to bring in revenue was always a mission. One idea that was brought to the table was Dunkin Donuts product placement in which their coffee cups would be placed on the news set in front of the anchors. The management team decided that it would not live up to the professionalism of the set and the news show. Another great example of relevant product placement was in the 'Back to the Future' movies. The screenwriter "had a specific goal for the use of brands in the films", Bob Gale told reporters; "brand names create a certain kind of reality" (Ayers, 2015). That should be the goal of product placement. The film used Nike and Pepsi in all three 'Back to the Future' films which enriched the movies' plots and were a relevant and natural fit with the characters and their adventures through past, present, and future decades. They were not just placed in the films but they were an intricate part of the …show more content…
Native advertising is the process of integrating products and brands into TV shows, websites, music and video games "in a seamless way, so it doesn't really look like an ad at all" (Torrance, 2014). There are many advantages to this new type of advertising and product placement. First, it does interrupt viewers like traditional TV advertising. Consumers have become very savvy at avoiding traditional advertising (Torrance, 2014) and do not like the interruption. If placed properly native advertising is natural and fits right in so consumers do not realize that are being targeted by sponsors. Another valuable advantage of this type of product placement is that is can vary market to market and be changed after production of TV shows, movies and music videos. A company called Mirriad, founded in 2008, allows advertisers to do just this (Virtual Experiences Are, 2016). It could be a billboard in a scene or a bottle on a table in a restaurant or on a shirt of someone in a music video. Mirriad and similar companies can switch the graphics or ad to correspond with a certain market, keep the advertisement current or change the sponsor at the end of a contract. For example, a syndicated TV show can have different sponsors for the product placement in syndication since they can be switched up any time. Additionally, a new product can be introduced in a video game anytime with the help of a graphic designer. Also, a different
"Integration has to be organic and not forced, otherwise, consumers will see right through it" (Schmuckler, 2005). About a decade ago I worked at a local TV station in the sales department. Finding new innovative avenues to bring in revenue was always a mission. One idea that was brought to the table was Dunkin Donuts product placement in which their coffee cups would be placed on the news set in front of the anchors. The management team decided that it would not live up to the professionalism of the set and the news show. Another great example of relevant product placement was in the 'Back to the Future' movies. The screenwriter "had a specific goal for the use of brands in the films", Bob Gale told reporters; "brand names create a certain kind of reality" (Ayers, 2015). That should be the goal of product placement. The film used Nike and Pepsi in all three 'Back to the Future' films which enriched the movies' plots and were a relevant and natural fit with the characters and their adventures through past, present, and future decades. They were not just placed in the films but they were an intricate part of the …show more content…
Native advertising is the process of integrating products and brands into TV shows, websites, music and video games "in a seamless way, so it doesn't really look like an ad at all" (Torrance, 2014). There are many advantages to this new type of advertising and product placement. First, it does interrupt viewers like traditional TV advertising. Consumers have become very savvy at avoiding traditional advertising (Torrance, 2014) and do not like the interruption. If placed properly native advertising is natural and fits right in so consumers do not realize that are being targeted by sponsors. Another valuable advantage of this type of product placement is that is can vary market to market and be changed after production of TV shows, movies and music videos. A company called Mirriad, founded in 2008, allows advertisers to do just this (Virtual Experiences Are, 2016). It could be a billboard in a scene or a bottle on a table in a restaurant or on a shirt of someone in a music video. Mirriad and similar companies can switch the graphics or ad to correspond with a certain market, keep the advertisement current or change the sponsor at the end of a contract. For example, a syndicated TV show can have different sponsors for the product placement in syndication since they can be switched up any time. Additionally, a new product can be introduced in a video game anytime with the help of a graphic designer. Also, a different