UW-Milwaukee JAMS 214 - Product Placement I (3 pages)

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Product Placement I



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JAMS 214 1st Edition Lecture 14 Paid product message aimed at influencing an audience to have positive association with a brand Planned and unobtrusive Aid with high production and advertising costs o 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 pieces and E T o 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 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 disclosure These 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 petition o FCC proposed nut never approved guidelines Product placement also happens in news o 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 study o 63 of news generated by govt o 23 came from interest groups PR o 14 started with reporters who were seeking original content shrinking news staff o fewer articles produced by local reporters o increase reliance on sharing wire content online o increase reliance on online ads for revenue Pre roll ads After 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 o So while it increases awareness it actually creates a negative view towards that ad Native ads Integrated into the design of the publishers site Content provided by or with advertisers and runs in the editorial stream o Content meets reader expectations o Relevant likeable and shareable Clearly labeled as ad content but in the small byline which most people don t look at Types of native ads Early years paid search results o In feed social when multiple friends view or share items it shows up in news feed o Recommended content suggested posts in news feed o Paid authorship entire articles written by advertisers but looks like real content Benefits of native ads Higher ad effectiveness o 53 and higher awareness increased brand perception higher engagement o 32 would share content highly customizable to campaign needs publisher page not disrupted by ads excerpt of last weeks news with john Oliver were 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


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