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24 Cards in this Set
- Front
- Back
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What Era Was 1940s/1950s?
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Sponsorship Era
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What characterized Sponsorship Era
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Sponsors paid all commercials. All programs were single sponsored programs. Two concerns: Networks thought they could make more money if they sold ads to multiple advertisers. Networks also afraid that sponsors had too much say in show.
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What Era was 1960s?
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Game Show Era
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What characterized Game Show Era?
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Game shows were predominant form of television during daytime, and also game shows running at night. Sponsors gave prizes in exchange for mention. Informational advertising, product endorsement, we identify with person we like, if they win we automatically like the prize and are happy for them.
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What began the Product Placement Era?
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ET with Reeses Pieces. Reese’s didn’t have to pay for that placement, but sales skyrocketed. A few years later, studios realized they could charge for this.
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When did the Product Placement Era Begin?
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1980s
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What were the benefits of the Sponsorship Era?
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No competitive message
The quality and interest in the program transfers to the brand. Messages and content seamlessly integrated High level of frequency as the program name was promoted by the network to maintain ratings and viewership levels . |
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Sponsorship Era Declined Due to....
(3 reasons) |
Concerns with advertiser control
Desires for multiple advertisers Increasing costs of star vehicles |
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What were the benefits of the Game Show Era?
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Viewers bonded with contestants, and subsequently with brands
Informative: product/price value emphasized Low cost, high frequency |
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Game Show Era Declined Due to...
(2 reasons) |
Scandals
Changing societal tastes |
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Producer Benefits of Product Placement Era
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Verisimilitude
Sense of place Sense of charachter Funding |
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Advertiser Benefits of Product Placement Era
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Subtle sales message
Connection to popular culture Costs |
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Advertiser Control During Sponsorship Era?
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High Ad Control
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Advertiser Control During Game Show Era?
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Moderate Ad Control
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Advertiser Control During Product as Prop Era
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Low Ad Control, unless advertiser pays a lot for control.
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Roles of Brand Placement
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Enhance sense of place
Enhance sense of character (products can tell us what character is like) Key plot element (parts of plot revolve around brand) Brand as star |
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4 Levles or Roles of Brand
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Single mode
Enhanced placement Product Integration Product Assimilation |
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Single Mode
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Product as prop
Seen OR heard Single scene appearance “Preppy” Character wearing a LaCoste shirt on Will and Grace Character on “Everwood” hungry for a power bar |
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Enhanced Placement
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Product as prop
Seen AND heard “Did you see your picture on the cover of Us Weekly?” (said while holding up the magazine) (from an episode of Without a Trace) |
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Product Integration
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Brand becomes integral to the plot
Appliances for families on “Extreme Home Makeover” furnished by Sears |
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Product Integration
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Brand becomes star. TV show: “AIRLINE” first six airlines that producers asked said no, but SouthWest said yes.
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What role are placements most likely to play?
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Single Mode
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Effects of Brand Placement?
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Effects are not direct and immediate, but rather cumulative and indirect
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Issues with Brand Placement
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Who should place it?
Should it be regulated? If so, who should regulate? What would such regulations be? What counts as paid-for placements |
