Contemporary examples of Public Comm campaigns Ads for health food can encourage nutritious eating PSAs for fruits and veggies PSAs only work if they are seen PSAs are typically aired infrequently 10 PSAs vs 564 food ads across 53hrs of programming They are designed carefully many poorly produced boring Forbidden Fruit Effect theory of psychological reactance restricted content becomes more attractive overt persuasion can be perceived at threat to freedom don t drink drive use a condom Pub Comm Campaigns Smoking can effectively reduce cigarette consumption very complex processes especially among teens reactance perceived norms short vs long term consequences social influence addictive properties review table 1 The 30 sec TV AD long standing king of adv losing effectiveness why dvrs allow skipping commercial prominent demographics are moving to more interactive forms of enter tainment 90 skipped video games internet New technology tivo ad price based on program ratings assumptions commercial ratings program ratings tivo allows ppl to skip commercials dvr prenetration 31 of US households Stealth Marketing under the radar marketing hiring teens to log on chat rooms and talk up brands recruit college students to throw campus parties where they distribute marketing materials efforts can backfire phony blog Sony 2006 All i want for christmas is a PSP written by a pair of sony fans consumers caught on immediately sony took it down apologized Viral Marketing Encourages individiuals to pass on a marketing message to others uses existing social networks reach exponential growth cost effective key people must want to share ex burget king chicken Product placement The paid placement of brands and products studies have found that practice is fairly common in movies and tv mostly for low involvement products though automobiles account for 18 the office staples fed ex cast away white castle Scripted Television placement in scripted shows started as props in the background of the story abc cbs nbc displayed 100 000 product placement in 2004 2005 seasons script integration Film Success Stories Effectiveness of product placement Reese s Pieces E T 1million marketing contract agreement in exchange for product placement 80 increase in candy sales Video Game Product Placement 1billion spent on in game advertising in 2010 expected to reach 7 2b by 2016 placements can range from 20k to 1m depending on prominence Why is PP so popular pop wil advertisers bc they can sneak the ad in when ppl aren t paying attention less intrusive audience attention to product placement is greater than commercials bc ppl ac tively watch movies or tv shows but not commercials audiences can t avoid fast forward ppl want to be like favorite actors longer shelf life than commercials movies video tv etc Popular w film makers bc offset costs which have been increasing add realism PP Backlash Ad resentment negative criticism from movie reviewerss bloggers for blatant or superflu ous product placement Fantastic 4 Perceptions differ by product detract from plot or story realism if the product seems inappropriate controversial palcements eg alcohol are perceived as less acceptable PP effect of Memory One study compared product placement that was visual auditory or both products that were seen but not heard least recalled had greatest influence on brand choice implications for the way viewers recall product placement placement may not be consciously remembered but nevertheless has ef fects of brand choices experiment w kids 105 kids 6 7yrs 11 12yrs randomly assigned to view Home Alone pepsi or milk after viewing children were offered the help themselves to a drink before an swering some question about the clip coke and pepsi were both on the table findings Those exposed to pepsi more likely to choose pepsi effect held even for those who could not recall seeing the pepsi in the clip no difference between pepsi coke for those who saw milk clip PP How Why it works Quasi Celeb endorsement young audiences who admire an actor actress may be more likely to asso ciate the brand with the actor and want to buy the product Counter arguing when ppl know that someone is trying to persuade them they tend to re act more critically to a msg but placement may not perceived as persuading in nature unless critically processed Future Reverse Product Placement Creating a fictional brand product in a fictional environment and then releasing it into the real world initially opportunistic in film tv novel extremely difficult to plan ahead Bubba gump shrimp co Forrest Gump Every flavor bean Harry Potter New Media Second life Interactivity test market Low to zero risk Word of mouth