JOUR 3475 1st Edition Lecture 4 Outline of Last Lecture I Audiences a Measuring Audiences i Neilson II Advertisers and the Advertising Process III Audience as A market Commodity a Commodification IV Audience as a Labor Force Outline of Current Lecture I II III IV V VI Convergence Product Placement Effects a Intended b Unintended Opposition to Product Placement First Amendment Issues Branded Entertainment Convergence advertising branding and entertainment Why is convergence happening Audience fragmentation multiple platforms Ad Avoidence D V R Tivo Netflix etc Advertising production costs Media Production costs Solutions Place brands wherever consumers are located Branded entertainment Product placement Product Placement 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 2 types of embedded advertising Product placement not talked a about just placed and product integration talked about Characteristics of embedded advertising Paid or not paid Credibility Agencies mediator between advertisers and production companies How Product Placement works Intended effects Mere exposure more product placement Association if you feature a celebrity with a product or brand Brand awareness recall Create realism increased authenticity of the content Revenue stream for production Unintended Effects Story content may be compromised too much product placement Suspension of disbelief Reactance audience get irritated if their freedom to avoid advertisement is restricted Controversial products tobacco alcohol guns etc Opposition to Product Placement Consumer Deception Filestad and Wright 1994 The persuasion knowledge model traditional advertising vs product placement fewer defense mechanisms It is your decision to buy or not Use of cognitive resources to process Fewer cognitive resources dedicated to processing More exposure often leads to persuasion Don t respond same way to product placement as you do to advertisement Successful people use product might inspire people to buy it Proponents of Increased Regulation Includes screen Actors Guild SAG and Writers of America Offered mandatory disclosure of product placement First Amendment Issues Commercial Speech 1st amendment protects advertising that is not misleading or deceptive Deception untruthful claim or omission causes consumer to purchase a product that he should would not normally purchase FCC Branded entertainment Significant in 2 ways o Sponsors of entertainment to creators of entertainment o From intrusive 30 second spot to more engaging experience