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JOUR 3475 1st Edition Lecture 4Outline of Last Lecture I. Audiences a. Measuring Audiencesi. NeilsonII. Advertisers and the Advertising ProcessIII. Audience as A market Commoditya. CommodificationIV. Audience as a Labor Force Outline of Current Lecture I. ConvergenceII. Product Placement III. Effectsa. Intendedb. UnintendedIV. Opposition to Product PlacementV. First Amendment IssuesVI. Branded EntertainmentConvergence- 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 costsSolutions-- Place brands wherever consumers are located- Branded entertainment (Product placement)Product PlacementThese 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 companiesHow Product Placement worksIntended 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 productionUnintended 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- FCCBranded entertainment - Significant in 2 wayso Sponsors of entertainment to creators of entertainmento From intrusive 30 second spot to more engaging


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