product integration --what is it ? dose it work ? tarun kakkar & victor chang
TRANSCRIPT
Product Integration --What is it ? Dose it work ?
Tarun Kakkar
&
Victor Chang
What is it ?Product Integration So-called “ Product Placement “ Showing the actual product or an ad for it as p
art of a media. Movies, TV show, Internet…
Who is the First ?
Product Integration as a paid, strategic marketing tool began to receive greater attention from ……
E.T The Extra-Terrestrial (1982)
-- Hershey ( 65% sales increased)
Three Levels of Product Integration
Visual product Integration So-called screen placements
http://www.canwestmediasales.com/television/nontraditional/opportunities/movies/wil_0012.html
Three Levels of Product Integration (Cont.)
Script Product Integration It refers to the brand being mentioned in a
script
http://www.canwestmediasales.com/television/nontraditional/opportunities/movies/tra_0010.html
Three Levels of Product Integration (Cont.)
Plot connection Refers to the degree to which the brand is int
egrated in the plot of the story
Minority Report ( 2002)
Lexus
How does it work It simply happens Its arranged and a certain amount of product
serves as compensation Its arranged and there is financial compensat
ion
Strengths of Product integration
Exposure Frequency Support for other media Source Association Cost Recall By passing regulations Acceptance
Limitations of Product Placements
High absolute cost Time of exposure Limited appeal Lack of control Public reaction Competition Negative Placements
Product Integration
Does it work ?
Product Integration in movies
Risky Business, Top Gun – Ray Ban sunglasses Men in Black II - Ray-Ban sunglasses, Mercedes Be
nz, Sprint, Burger King James Bond (World is not enough) – BMW Z8 You've Got Mail - America On-Line (AOL), Apple, IB
M and Starbucks The Firm – Jamaican Beer “Red Stripe” was shown
and sales increased by 50% in US
Product Integration in Television
American Idol - Host Ryan Seacrest mentions AT&T wireless each time a contestant finishes his/her song. Fans can submit their vote as a text message if, and only if, they have AT&T wireless.
Product Integration in Books
The Hershey's Milk Chocolate Bar Fractions Book, by Jerry Pallotta
The Hershey's Kisses Addition Book, by Jerry Pallotta, Rob Bolster
The Oreo Cookie Counting Book
ex - Children will love to count down as ten little OREOs are d
unked, nibbled, and stacked one by one...until there are none!
Product Integration in Video Games
Play Crazy Taxi and a lot of your passengers will ask you to take them to Pizza Hut or KFC
Die Hard: Nakatomi Plaza and you'll see Zippo lighters and Motorola cell phones
Product Integration in Songs
Take me out to the ball game,Take me out with the crowd.Buy me some peanuts and Cracker Jack,I don't care if I never get back,Let me root, root, root for the home team,If they don't win it's a shame.For it's one, two, three strikes, you're out,At the old ball game
Examples
Example-American Idol
Example- I Robot (Will Smith)