intergrate AD and Product Placement

While I looked up the integrate AD and its example such as American express webisodes or BMW online movie film, it’s fascinating to me. There is no boundary. Advertise can be a tool of a show, can be main product for one TV episode, can be a singer’s debut video. The boundary of advertise and other forms of media gets blurred. It sounds like a fantasy for marketer if their products are exposed on famous TV series like friends. Besides, the vehicles for advertises increase over the time. In other words, there is no doubt that marketers can use tons of thousands of the mobile, on-line game, comics, and whatever media they deliver messages.

But for this time, I want to focus on Product Placement. I think integrate advertise is built on the idea of product placement. So that understanding basic principles of product placement will helpful to integrate advertise as well. In addition, According to “Media Ethics: Issues and Cases” (6^th Edition), product placements increased 28% from 2004 to 2005 with over 100,000 products appearing on air.  

First of all, PPL stands for product placement advertisement. It implies marketers try to indirectly display their company’s product, brand, logo and extra in specific contents as a method of marketing strategies.

By indirectly and continuously expose their products to the viewers, marketers are able to increase their brand awareness and positive images on viewers mind. If previous advertisements fail to earn the satisfied trust of viewers because of overflowing advertisements, PPL can expose their product with viewers’ relatively little resistance and as I said increase the favorable brand image.

PPL can be cost effective compare to actual execution of advertising. That is because PPL is based on indirect product or brand name or logo exposure, marketers or advertisers don’t have to hire top rank model and save budget from actual producing the advertising. The characters in the TV series or in the movie can be seen our model. Besides that, once the TV series or movie is over, viewers can download it or capture special scene on the internet, or they can simply watch it over again. As PPL goes through this process, exposed product or brand name or logo can be shared by variety target market and different customers.

For the well known example, there was a movie ‘Cast Away’. For total 10.5 minutes exposure time, you can see the ‘’Wilson volleyball washed ashore in a Federal Express package after a plane crash leaves Tom Hanks as the only survivor on a deserted island.

However, PPL strategies have uncontrollable problems. The marketing results can be dealt with the outcomes or story plot of a movie or TV series that you placed your products already. So, in order to prevent your PPL strategies from being wasted, you should specifically read through and research its scenario and director’s intention and extra and try to have a perusable anticipation for you.

There is no doubt that product placement has been successful in movies and soaps. It’s not get people irritated by interrupting their shows. By becoming its part, PPL leaves an impact on the mind of the audience consciously or unconsciously.

Following video is about the product placement in film.