Lecture 14Paid product message aimed at influencing an audience to have positive association with a brandPlanned and unobtrusiveAid with high production and advertising costs15% of total revenue from product placementa lot of times a tv show when they do need products to make the set look real they get money to help build the set though product placementin last twenty years it went from like no product placement to having a bunch of product placement.The first main product placement ever done was done with Hershey’s reesces pieces and E.T.Speilburg went to M&M’s first and they declined- after they movie premiered reeses pieces saw a 65% jump in sales and a large expansion of market share.Other examples- james bond and heinecken, the social network, and the Lincoln lawyer, the office and staples, sex and the city with absolute, a book- the bvlagari connection by fay weldonMad men- half the products in the show are not even paid for- purposefully ambiguous.Product placement in games- basketball and Gatorade, doritos truck in a gameIntended effectsBrand exposureVon Restorff Effect- theory that says that if you place a familiar brand in unexpected context it will have a positive impact of brand recognition and the recall of that memory when they are going to go buy something will be there and influence our purchaseIncreased authenticity of content- it makes the scene people are viewing look realIndirect product endorsement- there will be a commercial about that product in the break for commercials.Promotional support for media products- the products can brand themselves and co brand each other on thatUnintended effectsContent may be compromised by brands- brands dictating that content be changedBlurring of ads and contentControversial products get around ad restrictions/bans- alcohol, cigarette,Lack of disclosureRegulationsCommercial Alert (community watchdog associated for America) asked FTC&FCC to mandate consumer warning about P.P. (2005)FTC rejected petitionFCC proposed (nut never approved) guidelinesProduct placement also happens in newsMorning joe…. Now Morning Joe brewed by StarbucksPR in News3:1 ratio of PR to news stafffound that a lot of the news content is generated by facts that are not actually interrogated or looked into.Impact on news: Baltimore case study63% of news generated by govt23% came from interest groups/ PR14% started with reporters who were seeking original contentshrinking news stafffewer articles produced by local reportersincrease reliance on sharing wire content onlineincrease reliance on online ads for revenuePre-roll adsAfter seeing a pre roll ad, 29.3% of viewers are more likely to view the brand “unfavorable” or “very unfavorably” than those who haven’t seen it.So while it increases awareness it actually creates a negative view towards that ad.Native adsIntegrated into the design of the publishers siteContent provided by or with advertisers and runs in the editorial streamContent meets reader expectationsRelevant, likeable, and shareableClearly labeled as ad content- but in the small byline which most people don’t look atTypes of native adsEarly years- paid search resultsIn feed/social – when multiple friends view or share items it shows up in news feedRecommended content- suggested posts in news feedPaid authorship- entire articles written by advertisers but looks like real contentBenefits of native adsHigher ad effectiveness53 and higher awarenessincreased brand perception, higher engagement32% would share contenthighly customizable to campaign needspublisher page not disrupted by adsexcerpt of last weeks news with john Oliverwere not willing ot pay for the service of news and so advertisers are willing ot pay for advertising and its causing the content to be changed and funneled into the sponsors views.JAMS 214 1st EditionLecture 14Paid product message aimed at influencing an audience to have positive association with a brand- Planned and unobtrusive- Aid with high production and advertising costso 15% of total revenue from product placement- a lot of times a tv show when they do need products to make the set look real they get money to help build the set though product placement- in last twenty years it went from like no product placement to having a bunch of product placement.- The first main product placement ever done was done with Hershey’s reesces piecesand E.T.o Speilburg went to M&M’s first and they declined- after they movie premieredreeses pieces saw a 65% jump in sales and a large expansion of market share.- Other examples- james bond and heinecken, the social network, and the Lincoln lawyer, the office and staples, sex and the city with absolute, a book- the bvlagari connection by fay weldon- Mad men- half the products in the show are not even paid for- purposefully ambiguous. - Product placement in games- basketball and Gatorade, doritos truck in a game Intended effects- Brand exposure- Von Restorff Effect- theory that says that if you place a familiar brand in unexpected context it will have a positive impact of brand recognition and the recall of that memory when they are going to go buy something will be there and influence our purchase- Increased authenticity of content- it makes the scene people are viewing look real- Indirect product endorsement- there will be a commercial about that product in the break for commercials.- Promotional support for media products- the products can brand themselves and co brand each other on that Unintended effects- Content may be compromised by brands- brands dictating that content be changed- Blurring of ads and content- Controversial products get around ad restrictions/bans- alcohol, cigarette, - Lack of disclosureThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute. Regulations- Commercial Alert (community watchdog associated for America) asked FTC&FCC to mandate consumer warning about P.P. (2005)o FTC rejected petitiono FCC proposed (nut never approved) guidelines- Product placement also happens in newso Morning joe…. Now Morning Joe brewed by Starbucks PR in News- 3:1 ratio of PR to news staff- found that a lot of the news content is generated by facts that are not actually interrogated or looked into.- Impact on news: Baltimore case studyo 63% of news generated by govto 23% came from interest groups/ PRo 14% started with reporters who were seeking