tips for marketing

8/7/2019 tips for marketing

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Goingtheotherway, the league has been shownto placeitselfas the product. NFL Japan wasa sponsorofthe football themedanime series Eyeshield 21, which ran for145 TV episodes

and a handful of specials.

[edit] Categories and variations

Actual product placement falls intotwocategories: products orlocations that areobtained

frommanufacturers orowners toreducethecostof production, and products deliberatelyplaced into productions inexchange forfees.[19]

Sometimes, productusage is negotiatedratherthan paid for. Some placements provideproductions with below-the-line savings, with products such as props, clothes andcars beingloaned forthe production's use, thereby savingthem purchaseorrental fees. Bartersystems(thedirector/actor/producerwants one forhimself) and servicedeals (cellularphonesprovided forcrew use, forinstance) are alsocommon practices. Producers may also seekoutcompanies forproduct placements as anothersavings orrevenue stream forthemovie, with,forexample, products used inexchange forhelp funding advertisements tied-in with a film's

release, a show's new seasonorotherevent.

A variantof product placement is advertisement placement. Inthis case anadvertisement forthe product (ratherthanthe product itself) is seen inthemovieortelevision series. Examplesinclude a Lucky Strikecigarette advertisementon a billboardora truckwith a milk

advertisementon its trailer.

Anothervariant is the widespreaduseofpromotionalconsideration in which a televisiongame show would award an advertiser's product as a prizeorconsolation prize inreturn forasubsidy fromthe product's manufacturer.

Product-placementcompanies workto integratetheirclientcompany brands with film and

television productions.[20] Jay May, presidentofFeature This!, a brandedentertainmentcompany, explains the process: "The studio sends us the script. We breakitdown. We lookforourclients'demographics andthen wetell ourclientthis movie is available with thisactor, with this director, with this producer, do you want it?" [21]

[edit] Measuring effectiveness

Quantificationmethods trackbrand integrations, with both basicquantitative andmoredemonstrativequalitative systems usedtodeterminethecost andeffectivemedia valueof aplacement. Rating systems measurethetypeof placement andon-screenexposure is gaugedby audiencerecall rates. Products might be featured but hardly identifiable, clearly

identifiable, longorrecurrent inexposure, associated with a maincharacter, verballymentioned and/orthey may play a key role inthe storyline. Media values are also weighedovertime, dependingon a specific product's degreeof presence inthemarket.

[edit] Consumer response and economic impact

As with any advertising, its effectiveness tends to beassumed because advertisers continuetouse product placement as a marketing strategy. However, someconsumergroups such as


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Commercial Alertobjecttothe practice as "an affrontto basic honesty"[22]

thatthey claim istoocommon intoday's society. Commercial Alert asks forfull disclosureof all product-

placement arrangements, arguingthatmost product placements aredeceptive andnotclearlydisclosed. It advocates notification before andduringtelevision programs with embedded

advertisements. One justification forthis is to allow greaterparental control forchildren,whom itclaims areeasily influenced by product placement.

TheWriters Guildof America, a tradeunionrepresenting authors oftelevision scripts, hadraisedobjections in 2005 that its members are forcedto write adcopy disguised as storylineonthegrounds that "theresult is thattens ofmillions ofviewers are sometimes being soldproducts withouttheirknowledge, sold inopaque, subliminal ways and sold inviolationofgovernmentregulations."

[23]

AccordingtoPQMedia, a consulting firmthattracks alternativemedia spending, 2006product placement was estimated at $3.1 billionrisingto $5.6 billion in 2010. However, thesefigures are somewhatmisleading inPQMedia's view inthattoday, many product-placementand brand-integrationdeals are a combinationof advertising and product placement. Inthesedeals, the product placement is oftencontingentuponthe purchaseof advertisingrevenues.

Whenthe product placementthat is bundled with advertising is allocatedto partofthespending, PQMedia estimates that product placement is closerto $7 billion invalue, risingto$10 billion by 2010.[

citation needed]

In a June 2010 research report, "PQMedia Global Branded Entertainment MarketingForecast," theresearch firmreportedthat paid product placement spending intelevision,films, internet, videogames andothermedia declined in 2009 forthe firsttime intrackedhistory, as spendingdecreased 2.8% to $3.61 billiondueto severereductions in brandmarketers' budgets resulting fromthedifficulteconomicenvironment. However, paid productplacement is alsooneofthe sectors poised forthemostgrowth, with PQMedia predictingthe2009 figures tomorethandouble by 2014, when product placement is projectedto be a $6.1billionmarket. [24]

A majordriverofgrowth fortheuseof product placement is the increasinguseofdigitalvideorecorders (DVR) such as TiVO, which enableviewers to skip advertisements.[citationneeded] This ad-skipping behaviorincreases in frequency the longera household has owned aDVR.

[edit] Products

Certain products are featuredmorethanothers. Commonly seen are automobiles, consumerelectronics andcomputers, andtobacco products.[citation needed]

[edit] Automobiles

Themostcommonproductsto be promoted inthis way are automobiles. Frequently, all theimportantvehicles in a filmortelevision series will be supplied by onemanufacturer. For

example, thetelevision series The X-Files (19932002) uses Fords, as do leadingcharactersonthetelevision series 24 (20012010).


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TheJames Bond film series pioneered such placement.[25]

The Bond filmThe Man with theGolden Gun (1974) features extensiveuseofAMCcars, even in scenes inThailand, where

AMC cars werenot sold, and hadthe steering wheel onthe wrong sideofthevehicle forthecountry's roads. Thetwo priorBond films usevehicles fromFordorits subsidiaries.

Almostevery carwas made by General Motors inthe films Bad Boys II(2003), The Matrix

Reloaded(2003) andTransformers (2007).

Inthe filmXXY(2007) all vehicles depicted areToyotas, eventhough the filmtakes place inSouth America; the film's credits acknowledgethe automakeras having funded portions ofthe film's production.

Othertimes, vehicles orotherproducts takeon such key roles inthe film it is as ifthey are

anothercharacter. Nissancars feature prominently inthetelevision series Heroes (20062010) wherethe logos often zoom in/outoforwholecars are shown fora few seconds atthe

beginningof a new scene. Inthe filmThe Matrix Reloaded, a key chase scene is conductedbetween a brandnew Cadillac CTS and a Cadillac Escalade EXT. Thechase scene also

features a Ducatimotorcycle inthegetaway.

Threeofthe Bond films that starPierce Brosnan feature a BMWcar.[clarification needed] After

pressure from fans, the producers returnedtousingthetraditional Aston Martin, which wasowned by Ford MotorCompany atthetime andthus brought inmore product placement.

A FordShelby GT500 is usedextensively atthe beginningofthe filmI Am Legend(2007)along with a FordExpedition EL.

Inthe filmTaken (2008), Liam Neeson's characterdrives Audicars, first anA3 andthen anS8 inthe final high-speed sceneonthe streets ofParis, France.

All thecars inthevideogameT

om Clancy's Rainbow Six: Vegas 2 (2008) aremanufacturedby Dodge.

[edit] Consumer electronics and computers

The filmCasino Royale (2006) features many Sony product placements throughout: A BD-Rdisc is prominently portrayed atonetime, all characters useVAIO laptops, Sony Ericssoncell phones andglobal-positioning systems, BRAVIAtelevisions, and Bonduses a Cyber-shotcamera totake photographs. (It was the first Bond filmto be produced afterSonyacquiredthe Bond franchise). InQuantum of Solace (2008), Bond, M, and Tannerare seenusing a Microsoft Surfacetodisplay informationonrogue agents.

Apple's products frequently appearin films andontelevision. Apple has statedthatthey donot pay forthis, and wouldnotdiscuss how its products maketheirway intotelevision and

films.[26]

(Notably, recognizable Apple products have appeared innewspapercomic strips,includingOpus, Baby Blues, Non Sequitur, andFoxTrot, eventhough paid placement incomics is all butunknown.) In a twistontraditional product placement, Hewlett-Packardcomputers now appearexclusively as partof photo layouts inthe IKEAcatalog in additionto

placing plasticmodels of its computers in IKEA stores, havingtakenoverApple's position inthe Swedish furnitureretailer's promotional materials several years ago. Hewlett-Packard also

puttheircomputers inthe U.S. productionofThe Office. Throughoutthetelevision series


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Smallville (since 2001), only computers produced by Dell areused, including Alienwarebrandedequipment and in laterseries the XPS range. Similarly inthe series Stargate Atlantis

in first sessions all the laptops used were Dell Latitude and XPS laptops. Stargate SG1 in itslast seasons switched fromtraditional CRT monitors inthegate-rooms to Dell-branded

LCDs.

Inthe March 31, 2010, episodeofthetelevision series Modern Familythenew AppleiPadwas used as partofthe storyline and alsodisplayed several ofthe features toenticeconsumers.[27]

InWarGames (1983), theuseof anIMSAI 8080 desktop computerwas originally proposedby Cliff McMullenof UniqueProducts, the sameLos Angeles product placementcompanythat placedReese's Pieces inSteven Spielberg's E.T. the Extra-Terrestrial(1982).[28] OtherWarGames product placements includethemaincharacter's motherbeing portrayed as a realestate brokeratthe behestofmarketers atCentury 21.

Inthe filmSplash (1984), a television set blares advertisements for(now-defunct) electronics

retailerCrazy Eddie and forBloomingdale'sdepartment store.

InthemovieThe Day the Earth Stood Still(2008) various Microsoftdevicesincludingmobile phones, laptops

[citation needed], and Microsoft Surfacewereused.

Invideogames, products thatmostoften appearare placements forprocessors orgraphicscards. Forexample in EA's Battlefield 2142, ads forIntel Core 2 processors appearonmapbillboards. EA's The Simscontains in-game advertising forIntel and forMcDonald's.

[29]

InthevideogameF.E.A.R, all ofthe laptops have a Dell screensaveronthem andtheothercomputers inthegame also featurethis screensaver. Similarly, Metal Gear Solid 4 featuresvarious Apple products such as laptop anddesktop computers, as well as featuring an in-gameiPod.

Inthetelevision series Sex andThe City, thecharacterCarrie is shownusing an ApplePowerBookG3 laptop.

InthevideogameBurnoutParadise advertisements inthevirtual Paradise City are placed asthey may be inthereal world, includingtravellingvans with advertisements forGilletteFusionrazors and DIESEL clothing, andonvarious billboards.

[edit] Food and drink

InBeetlejuice (1988), Minute Maid juice is displayed; intheBackto the Futuretrilogy, Pizza

Hut's future products include an instant pizza thatcan be hydrated forimmediateconsumption.

InGodzilla (1998) Pepsi, Hershey's, andmost prominently Taco Bell, are featured invariousscenes.

The film "One, Two, Three" (1961) Stars James Cagney as a Coca Colaexecutive in WestBerlin. Thetwist attheend is heremoves a bottleofPepsi from a vendingmachine attheendofthe film.[30]


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InAmerican IdolCoca-Cola cups are always seenonthe judges'table.

InEminem's musicvideoLove the Wayyou Lie (2010), Stolichnayavodka was included inseveral scenes. The product placement begins with actorDominic Monaghanstealing a bottleofthevodka, afterwhich he and actress Megan Foxdrinkfrom itontheroofoftheliquorstore.

[31]

In additionto placing brand specificelements withinthecontextof a given program, entireformats ofmedia have beencreatedto feature individual brands withinthecontextof a genre.Anexampleofthis is The Corkscrew Diary (2006),

[32]in which this travelogue about wine

and food features emergingdestinationestates andthe wines they produce.

[edit] Travel

The promotionof individual travel destinations and services ranges from subtletoovert.

Whilethe awardof "an all expense-paidtrip" to somedestination as a game show prizeoranacknowledgement in a show's closingcredits thattransportation forparticipants was providedby a specificairline had long beencommonplace incommercial television, a morerefined

approach to promoting a travel destination is to assist and subsidise film productioncompanies willingto settheirstory inorshoot footageon-location atthedestination being

promoted.

Whilecritics ofcompetitive film subsidies citerunaway production as a patternof filming USproductions inothercountries forpurely-economicreasons, a movie set in an individualtravel destinationcan be a valuable advertisement. Accordingto StateofFlorida filmcommissionerPaul Sirmons, "themoviescreate huge, larger-than-life ads forwherethey areshot. CSI Miamidraws people fromoverseas toMiami. Seaside, was putonthemap by 'TheTruman Show [(1998)] Movies justkeep playingyearafteryear getting the images out

there."

[33]

Thetelevision series The Love Boat(19771986) was set aboardthePacificPrincess, a ship

ofthePrincess Cruise Lines. As an advertisement, this product placement was valuableenough that printed advertisements forthe line wouldemploy thetrademarkedslogan "It's

morethan a cruise, it's the Love Boat"[34]

until 2002.[35]

A fictional Pan Am "Space Clipper," a commercial spaceplanecalledthe Orion III, had aprominentrole in Stanley Kubrick's film2001: A Space Odyssey, featured inthemovie'sposter.[36] The film's sequel, 2010, also featuredPan Am in a backgroundtelevisioncommercial inthe homeof David Bowman's widow. Inthe sci-fi series BattlestarGalactica,oneofthe ships inthe fleet is a "Pan Galactic" or"Pan Gal" starliner. The ship bears Pan Am

colors andthePan Gal logo is nearly identical toPan American's oldlogo.

The airline's 707 appeared in several James Bond films includingDr. No, From Russia withLove, andCasino Royale, while a Pan Am 747 andthe Worldport appeared inLive and LetDie. The airline's logo was featured inLicence to Kill, whereJames Bondchecks in fora PanAm flightthat heultimately does not board.

[edit] Tobacco


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Tobaccocompanies havemadedirect paymentto stars forusingtheircigarettes in films.Documentationof $500,000 in payments toSylvesterStalloneto "useBrown and Williamson

tobacco products inno less than five feature films"[37][38]

is accessibleonline as partoftheLegacy Tobacco Documents Library.[39]

The James Bond filmLicence to Kill(1989) featureduseoftheLarkbrandofcigarette and

the producers accepted payment forthat product placement. The studio's executivesapparently believedthatthe placementtriggeredthe American warningnoticerequirementforcigarette advertisements andthus themoviecarriedtheSurgeon General's Warning attheendcredits ofthe film. This brought forth calls forbanning such cigarette advertisements infuture films. Laterreleases ofLicense to Kill, especially forvideo andtelevisionreleases, hadthe Larkpackreplaced with a similar-looking, generic pack. Mostmovies, such as the youth-targetedRamen Girl, which has a product placement forMarlborocigarettes, omittheSurgeon General's Warning.

Reviewing previously secrettobacco advertisingdocuments, theBritish Medical Journalconcluded:

Thetobacco industry recruits new smokers by associating its products with fun, excitement,sex, wealth, and powerand as a means ofexpressingrebellion and independence. Oneoftheways it has foundto promotethese associations has beentoencourage smoking inentertainment productions.1 Exposureto smoking inentertainmentmedia is associated withincreased smoking and favourable attitudes towards tobaccouse among adolescents.

Whilethetobacco industry has routinely denied active involvement inentertainmentprogramming, previously secrettobacco industry documents made available inthe USA showthatthe industry has had a long anddeep relationship with Hollywood. Placingtobaccoproducts inmovies andontelevision (fig 1Go), encouragingcelebrity use andendorsement,advertising inentertainmentorientedmagazines, designing advertisingcampaigns toreflectHollywoodglamour, and sponsoringentertainmentorientedevents have all been partoftheindustry's relationship with theentertainment industry.-- How the tobacco industry built its relationship with Hollywood, BMJ 2002

[40]

[edit] Radio, television and publishing

[edit] Reality television

Product-placement advertisements can becommon inreality television shows. Forexamplethe well-known Russiantelevision show Dom-2 (similartoBig Brother) often features oneofthe participants stating something alongthe lines of: "Oh, did youcheckoutthenew productX by company Y yet?" afterwhich thecamera zooms inontothenamed product. It has beenclaimedthatthe participants get paid forit. Recently inthe United States seriesThe RealWorld/Road Rules Challenge participants often state a similarline, usually pertainingtothemobiledevice andcarriera textmessage has beenreceived. "Extreme Makeoverhas severalsponsors with prominent placementdeals: Sears, Ford andPella Windows tonamethree.Seeingthedesigners gooffto Sears every episode anddeckoutthe house with Kenmoreappliances, is not just a sponsorship, its integral tothe subject family gettingtheir livesback.".[41]


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[edit] Public and educational television

Inthe United States, mosteducational televisionoperates undera fundingmodel in whichlocal stations receivedonations from "Viewers Like You" butdonot interrupt programmingdirectly with spot advertising. Whiletheuseofunderwriting as a formof indirectadvertisement ("Production [orlocal acquisition] ofthis programme is made possible by X,

makers of Y") is permissible andcommononnon-commercial educational stations, pricecomparisons orcalls to action ("Buy X now, tencents off, this weekonly!") ofthe formusedby commercial television areexpressly prohibited as a conditionofthe station's license.

[42]

Itmay thereforemakegood business sense foranunderwriterof aneducational programmetoobtaingreatervisibility through a formofpromotionalconsideration in which (for

instance) a manufacturerof woodworkingtools could, insteadofmerely donatingmoney tofund productionof a popularhome-improvement show, goone step furtherby also providing

thetools usedon-airto buildthe individual projects.

This approach is suitable both forcommercial andnon-commercial television, butrequiresvery careful targetingtomatch a productto a show thatnaturally would already usethatproduct. A program-likecommercial The Learning Channel's Trading Spaces is an ideal fitfora vendorsuch as Home Depot. Non-commercial broadcasts such as PBS's The NewYankee Workshop wouldrepresent an ideal fit forpowertool makers Porter-Cable, DeltaMachinery and Vermont-American while a program likeThe Red Green Showcouldrepresent anonce-in-a-lifetimeopportunity fora manufacturerofducttape.

Oneunusual placement is AmericanPublic Television's Classical Stretch, a long-runningseries of physical fitness lessons hosted by Montral's Miranda Esmonde-White with the firstthree seasons distributed by New YorkPBS flagship stationWPBS-TV.[43] As themarket forphysical-fitness advice is largely saturated, Classical Stretchendeavours todifferentiate itselffromthemany existing programmes in its genre by havingeverythingtake placeoutdoors, on

a tropical beach, with unobtrusiveclassical music inthe background. Intheory, this couldprohibitively increase a non-commercial program's productioncosts; inreality, thecosts ofrelocating production andconstructingnecessary facilities arereadily borne by the show'sunderwriters, a travel company and a luxury resort inRiviera Maya, Mexico.[44]

[edit] Television programs

Listoftelevision shows with themost instances of product placement (11/0711/08; NielsenMedia Research)

[clarification needed]

y The Biggest Loser 6,248y

American Idol 4,636

y Extreme Makeover: Home Edition 3,371y America's Toughest Jobs 2,807y One Tree Hill 2,575

y Deal or No Deal 2,292y

America's NextTop Model 2,241

y Last Comic Standing 1,993y Kitchen Nightmares 1,853y Hell's Kitchen 1,807

[edit] Advertiser-produced programming

In 2010 Wal-Martteamed with Procter& Gambleto produceSecrets of the Mountain andThe Jensen Project, both family-oriented, television films which featurethecharacters using


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Wal-Mart andProcter& Gamble- branded products. The Jensen Projectalso features apreview of a not-then-releasedKinect, a computing inputdevice.[45][46]

[edit] Comic publishing

South African football comicSupa Strikasuses product placement within its pages to

promote a variety of brands, and allow forthecomic's freedistributionto its readers aroundthe world. Product placementoccurs throughoutthe publication; onthe players' shirts,

through placed billboards and signage, andthrough the brandingof locations orscenarios.

Globally, Supa Strikas receives themajority of its support fromChevron, which sponsors thecomic series through its Caltex andTexaco brands. These brands aredisplayed as the shirtsponsors forthe Supa Strikas team across Southern Africa, Central America, Egypt andMalaysia.

Inothermarketswhere Chevron lacks a presenceotherheadline brands sponsortheteam's kit, includingVisa inKenya, Uganda andTanzania; GTBankinNigeria; andHenkel's

Loctite brand inBrazil. In addition, otherbrands alsoreceive advertising inthecomics andanimation, with theirlogos included as both billboard and background advertising, andthrough the brandingof locations and scenarios. Thesecompanies includeMetropolitan Life,Nike, SpurSteakRanches andtheSouth African National Roads Agency, amongothers.

This innovative approach tocomic publication has seenthe brandgrow dramatically overthe

last few years, with Supa Strikas now reaching anestimatedtenmillionreaders a weekworldwide. Today, thecomic is available across Africa (Botswana, Cameroon, Egypt, Ghana,

Kenya, Mauritius, Namibia, Nigeria, Runion, South Africa, Tanzania, Uganda andZambia);in Latin America (Brazil, Colombia, El Salvador, Guatemala, Honduras andPanama); in

Europe (Finland, Norway andSweden); and Asia (Malaysia).[47]

The Supa Strikas model has shownconsiderable successes, leadingtothecreationof anumberofothertitles which usethe same system. These includecricketcomic Supa Tigers,which is distributed inIndia andPakistan, and Strike Zone, a baseball comic based inPanama.

[edit] Music and recording industries

Whileradio andtelevision stations are at least intheory strictly regulated by nationalgovernments, producers of printedorrecorded works arenot, leadingmarketers in somecases to attempttoget advertisers' brands mentioned in lyrics of popularsongs.

A recent popularity of product placement inmusicvideos and actual song lyrics can be

accreditedtoThe KlugerAgency. Duetotherepetitivenatureof a popularsong and itseffects on pop culture as a whole, ProductPlacementorwhatthemusic industry calls "BrandPartnerships" are becoming a moreeffective way tocreate a trend practically overnight.

In January 2009, an albumMigra Corridos with five songs including accordion ballad "ElMas Grande Enemigo" hadreceived airplay ontwenty-five Mexicanradio stations. Thetunepurports to bethe lamentof a would-be immigrant lefttodie intheArizonadesert by coyotes(people smugglers).[48] Nodisclosure was madetotheradio stations thattheU.S. Border


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enthusiasm by British media companies like Independent Vision who are lookingto furtherenhancethecurrent business model forAdvertiserFundedProgramming.

[edit] Extreme and unusual examples

The filmI, Robot, though set inthe future, makes heavy useof product placements forConversetrainers, Ovaltine, Audi, FedEx, Dos Equis, andJVC amongothers, all ofthem

introduced withinthe firsttenminutes ofthe film. One particularly infamous scene bordersinto an actual advertisement in which a charactercompliments Will Smith's character's shoes

to which hereplies "Converse All-Stars, vintage 2004."[59]

(the yearofthe film's release).Audi investedthemostonthe film, going so faras tocreate a special carforthe film, the

Audi RSQ. It was expectedthatthe placement would increase brand awareness andraisetheemotional appeal ofthe Audi brand, objectives that wereconsidered achieved when surveysconducted intheUnited States showedthatthe Audi RSQgave a substantial boosttotheimageratings ofthe brand.

[60]The Audi RSQ is seenduringnineminutes ofthe film,

although otherAudis liketheAudi A6, theAudi TT andtheAudi A2can be seen sprinkledthroughoutthe film.

[61]I, Robotwas ranked "the worst film forproduct placement" on a

British site.[62]

The film17 Againmakes heavy useof product placement featuringcereals, sandwich fillers,chips, stereo systems, and automobiles.

The filmThe Island, directed by Michael Bay, features at least 35 individual products orbrands, includingcars, bottled water, shoes, creditcards, beer, icecream, andeven a searchengine.

[63]The film was highly criticized forthis.

[64]Inthemovie's DVD Commentary track,

Michael Bay claims he addedthe advertisements forrealism purposes.[65]

The filmCasino Royale features peculiarly blatant product placementduring a exchangebetween James Bond and VesperLynd in which sheenquires seductively whetherhe wears a

Rolex watch. "Omega," hereplies suavely. "Beautiful," she purrs. It is notclearwhetherOmega, anofficial sponsorofthe Bond franchise, had insistedonthe line's inclusion.

Thecomedy filmTalladega Nights: The Ballad of Ricky Bobby alsocontained a high amountof product placement. Characters repeatedly mention brands underthedisguiseofNASCARsponsorship. Themoviecontains possibly the first instanceof an actual televisioncommercial in a movie. It was intendedtomockthecontroversy with NASCAR fans underthe Unified Television Contract 2001-06 wherethey criticisedtheexcessivenumberofcommercial breaks duringraces.[66]

Bill Cosby's filmLeonard Part 6was widely criticized forits Coca Cola product placements,as was The WizardforNintendo products.

The filmCatch Me If You Canmakes heavy handeduseof a Sara Lee placement bymentioning it sixtimes throughoutthemovie.

The 2001 filmEvolution features product placement integral totheentire film. Whenmutatedlifeforms attackearth, thecharacters use a large amountofHead & Shouldersdandruffshampoo as a sourceofseleniumdisulfide, which is poisonous tothecreatures.


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The 2001 filmJosie and the Pussycats featured a large amountof blatant product placementforbrands such as Puma, Target, McDonalds andTJ Maxx. This appears to bedone

ironically, as the plotofthe filmrevolves aroundsubliminal messages in advertising. Thefilm's general messagecan also beconstrued as an anti-consumeristone. The producers

neithersoughtnorreceivedcompensation forfeaturingthe brands inthe film.

The Japanese animated series Code Geass is sponsored by the Japanese branch ofPizza Hut.Despitethe factthatthe series is set in an alternatereality, at leastonemaincharacter isdepictedordering andreceiving a Pizza Hut pizza on several occasions. Thecompany's logoalso appears throughoutthe series.

The 2009 filmStarTrek, in a scene where young James Kirkdrives andcrashes anoldcorvette, heoperates a Nokiatouch-screen smartphone. Beforethecarcrashes, audiences willhearthe Nokia trademarkringtone. The Finnish phonemakeris evenoffering StarTrekapplications.[67]

The filmThe Cat in the Hat(2003) contained product placement where all residents ofthe

towndrive a Ford Focus.

[edit] Self-criticism

ThepilotepisodeoftheNBCsitcom30 RockfeaturedtheGeneral Electric (and 80% ownerof NBC) Trivectionoven, which was viewed as product placement by some[68] but saidto be

a joke by the show's creator.[69]

The show has goneonto parody product placement.[70]

The 1988 filmReturn of the KillerTomatoesutilisedtheconcept in a parodicmanneratonepoint, the film stops, as money to produce itranout. The film's producer(portrayed byGeorge Clooney) steps in, suggesting product placement as a way torecoup the losses. Thiswas followed by several scenes with blatant product placement, including a Pepsi billboard

installed in frontofthevillain's mansion.

The filmMinority Report, makes heavy useof product placement, includingPepsi, Gap, and

Lexus. DirectorSteven Spielberg alsouses one scenetodemonstratethe potential intrusionofone-to-oneelectronic advertising: themaincharacter (Tom Cruise) is harassed by

personalized advertisements callingout his ownname.

The filmFight Club, directed by David Fincher, bitthe handthat fed it by depicting acts ofviolence againstmostofthe products that paidto be placed inthe film[citation needed]. Examplesincludethe scene wheretheApple Store is broken into, the scene in which BradPitt andEdward Norton smash the headlights of a new Volkswagen Beetle, andtryingto blow up a'popularcoffee franchise', a thinly veileddig atStarbucks.

The filmSuperstar, starringWill Ferrell andMolly Shannon, shows every resident intowndriving VW New Beetles. However, it is possiblethatthis was done forcomiceffect.Similarly, the filmMr. Deeds shows themaincharacterAdam Sandlerpurchasing aChevrolet Corvette forevery residentof his town.

Thecomedy filmKung Pow! Enter the Fistalso attemptedto spoof its product placements,clearly pointingoutthe anachronistic inclusionof a Taco Bell inthe film. In a similarvein, in

LooneyTunes: BackIn Actionthemaincharacters stumble across a Wal-Mart while stranded


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inthemiddleofDeath Valley andget all necessary supplies fortheirendorsementofthecompany. Thetelevision show Kannagi: Crazy Shrine Maidens poked fun at its sponsorSony

inoneepisode, by havingonecharactergive anothera Blu-Raydiskwith thetagline "It's aSony", only forthemtocomplainthatthey don't have a Blu-ray player, to which thecharacter

responds by producing a copy inBetamax, again with the line "It's a Sony".

[edit] Faux product placement and parodies

For further information, see Fictional brands.

The 1992 filmWayne's Worldincluded a parody in which both Wayne and Garth decryproduct placement while atthe sametime blatantly promotingmany products by lookingdirectly atthecamera, holdingup the product, smiling widely, and sometimes giving athumbs-up.

The TV series X-Files (1993-2002) frequently featuredthe fictional Morley brandofcigarettes, thechoiceoftheCigarette Smoking Man. Thecompany producing Morleys was

also involved in a cover-up conspiracy inepisode 18 of season seven, Brand X(Original AirDate16 April 2000).

The 1984 film "Ghostbusters" had a Faux product intheclimaxofthe film whentheteam

faces theStay Puft Marshmallow Man.

The 1998 filmThe Truman Showutilizedtheconcept, although in a mannerdifferentthanotherfilms. The film's premise, a 24-hourtelevision broadcastcalled "The Truman Show"that focuses onthe lifeof Truman Burbank, uses faux product placement. His wife placesproducts in frontofthe hiddencameras, evennamingcertain products indialogue with herhusband, all of which increases Truman's suspicion as hecomes torealize his surroundingsare intentionally fabricated.

Some filmmakers haverespondedto product placement by creating fictional products thatfrequently appear inthemovies they make. Examples include:

y Kevin Smith Nails Cigarettes, Mooby Corporation, Chewlees Gum, DiscreetoBurritos

y Quentin Tarantino Red Apple Cigarettes, JackRabbit Slim's Restaurants, BigKahuna Burger

y Robert Rodriguez Chango Beery PixarAnimation Studios Pizza Planet, Dinocoy WarnerBrothers Acme Corporationy Coen Brothers DapperDan HairWaxy JJ Abrams Slusho Drinksy Spike Lee Da Bomb malt liquor

This practice is also fairly common incertaincomics, such as Svetlana Chmakova'sDramacon, which makes several product-placement-esqueusages of "Pawky", (amodificationofthenameofthe Japanese snack"Pocky", popularamongtheanime andmanga fancommunity in which the story is set) orNaoko Takeuchi's Sailor Moon, whichincludes numerous references tothe series Codename: Sailor V, which Sailor Moon was spun


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offof; the animemakes furtheruseofthis meta-referentialgag, going so faras having ananimatoron a Codename: Sailor Vfeature film be a victim inoneepisode.

This practice is alsocommon incertain "reality-based" videogames such as theGrand Theft

Auto series, which feature fictitious stores such as Ammu-Nation, Vinyl Countdown, Gash(spoofingGap. Anotherspoof was made inGTA: San Andreas with Zip), Pizza Boy, etc.

[edit] Reverse placement

So-called "reverse product placement" takes "faux product placement" a step further, bycreating products inreal lifetomatch those seen in a fictional setting.[71] Forexample, in2007, 7-Elevenrebranded 11 of its American stores andone Canadian store as "Kwik-E-Marts", selling somereal-lifeversions of products seen inepisodes oftheSimpsons such asBuzz Cola and Krusty-O's cereal.[72] In 1997, Acme Communications was created as a chainofreal television stations; the firm is named forthe fictional Acme CorporationofWarnerBrothers fame.

In 1949, Crazy Eddie was created as a fictional cardealerinthe filmA Letterto ThreeWives.[73] Thatname, bestowed in 1971 upon a real-lifeelectronics chain inNew YorkCity,appeared in 1984 as advertising placementinSplash; a 1989 parody, UHF, completedthecircle by depicting a Crazy Ernieusing a hard sellof "buy this carorI'll club a seal" as a TVadcampaign.

Inthe 1984 cult filmRepo Man, a reverse formof product placement is used, with anexaggerated formof 1980s era generic packagingusedon products prominently shownon-

screen (these include "Beer", "Drink", "Dry Gin" and "Food - Meat Flavored").

[edit] Virtual placement

Virtual product placementuses computergraphics to insertthe product intothe program afterthe program is complete.[74][75]

As of 2007, a new trend is emerging in product placement, thedevelopmentofcapabilitiesthat permitdynamicorswitchable product placement. Previously post productiontools havepermittedonetime insertionofnew product placement images and billboard advertising,notable intelevised at baseball and hockey games. As of 2007, startups areofferingordevelopingthe ability to switch product placement.[citation needed] Firstgenerationvirtualproduct placement has tendedto be basedupon sports arenas wherethegeometricalrelationships ofcamera andthe surfaceofthe flat area onto which the billboard is projected,can beeasily calculated. Secondgeneration product placementordynamic product placementis more focuseduponcommercial products. Thirdgenerationvirtual ordynamic product

placement allows targetingofcustomers with different products thatcan bedynamicallyswitched basedupon such factors as demographics, psychographics orbehavioral informationabouttheconsumer.

Wheregame software has access to a user's Internetconnection, marketers gainthe ability

changedisplayed in-game advertisements onthe fly. Morecontroversially, in-gameadvertisingvendors such as Microsoft-ownedMassive Incorporatedmay use softwareto

transmituserinformationtotheirservers, such as individual playerID's anddata about whatwas onthe screen and forhow long.[76]


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y Gurevitch, Leon. (2010). The Cinemas of Interactions: Cinematics andthe GameEffect inthe Ageof Digital Attractions, Forthcoming (December) in Senses of

Cinema Journal, Online Journal AFI/RMIT, Melbourne, Issue 57.y Gurevitch, Leon. (2009). "Problematic Dichotomies: Narrative and Spectacle in Film

and Advertising Scholarship", Journal ofPopularNarrative Media, LiverpoolUniversity Press, Liverpool, Vol. 2 (2), 143-158.

y Miller, MarkCrispin (April 1990). "Hollywood: The AdThe Techniques andtheCartoon-Like Moral Visionof Television Advertising Are Exerting More and MoreInfluenceoverAmerican Moviemaking". The Atlantic.http://www.theatlantic.com/doc/199004/hollywood. Retrieved September4, 2010.

y Pascal Schumacher: Effektivittvon Ausgestaltungsformendes ProductPlacement,Fribourg 2007

y Russell, Cristel A. and Barbara Stern (2006). "Consumers, Characters, andProducts:A Balance Model of SitcomProductPlacement Effects". Journal of Advertising, 35(1), 718.

y Russell, Cristel A. and Michael Belch (2005) "A Managerial Investigation intotheProductPlacement Industry". Journal of Advertising Research., 45 (1), 7392.

y Cristel A. Russell (2002) "Investigatingthe Effectiveness ofProductPlacements inTelevision Shows: The Roleof Modality andPlot Connection Congruenceon BrandMemory and Attitude". Journal of Consumer Research. 29 (3), 306318.

y Product placement blurringtheeditorial linehttp://www.thedrum.co.uk/indepth/1947-product-placement/

y ProductPlacementmit Startschwierigkeiten (Matthias Alefeld)http://www.productplacement.de/#presse

[edit] References