Product Placement in Film and Television Today Essay

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Ford paid the producers of Casino Royale, another James Bond movie, $14 million dollars to have a three-minute spot featuring Ford’s new Mondeo. Companies, brands and conglomerates are starting to branch out in their marketing and advertising techniques. This is only one example out of millions. Product placement today, throughout the media and film industry, is a new advancement in the way a company can advertise and market. Product placement is a new tactic in advertising and marketing that allows companies to subtly integrate their products throughout new release movies and hit television shows. Compared to boring, old commercials, product placement is a new, more hidden version of advertising. Many people have the mindset of …show more content…
The second type is when the company compensates the producers of the show/movie by providing them their product for free. An example of this would be having Pepsi on hand for all the cast to drink, or perhaps Subway for them to eat. The third type of product placement is the most common form, whereas the company/brand is paying a large dollar amount to the producers/directors of the movie or TV show. Since the 1980’s, this is becoming an extremely common form of advertisement for most companies. On one hand they’re paying millions of dollars to have a minute or two spot in a new blockbuster, but the company then reaps the benefits, the product’s sales and revenue, afterwards. “Reese’s Pieces had 65% jump in profits just two weeks after the premier of E.T.”, (Infographic: The Growing Product Placement Industry, n.d.). Many major companies and brand names place their products. Most large companies have a designated department, such as sales or marketing, to handle their promotions, offers, and product placement transactions. More recently, placement agencies are starting to be a common middle man between companies and movie studios. Gupta et al (2000) ads that the placement agent receives the script long before production begins. Mostly, the agency then begins contacting companies and filling in product placements where they can. Starting to become more common, companies are now directly contacting placement agencies

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