Product Placement

PRINCIPLES OF MARKETING FINAL ASSIGNMENT ON

“ PRODUCT PLACEMENT”

Submitted by: MehwishRasheedSardar (BS-MS, 420).

Submitted to: Mr. Arif Ashraf.

PRODUCT PLACEMENT AND HOW IT WORKS:

Product placement is an advertising technique used by companies to subtly promote their products through a non- traditional advertising technique, usually through appearances in film, television, or other media. Product placements are often initiated through an agreement between a product manufacturer and the media company in which the media company receives economic benefit. A company will often pay a fee to have their product used, displayed, or significantly featured in a movie or show.

Example:

Chevrolet might pay to have the main characters in the movie drive their newest automobilelike Chevrolet Camaro as bumblebee in the Hollywood movie transformer.

Shahrukh Khan bollywood actor being a Hyundai car brand ambassador used all Hyundai car in the movie don 2. New Hyundai Sonata being chased by his ex-lover turned Interpol officer in a Santa Fe across the streets in Berlin. Spotting a Hyundai on German roads dominated by the likes of BMW, Audi, Mercedes and VW is quite an achievement.

Have you ever watched a television show or a movie and felt like you were watching a really long commercial? If so, then you've been the victim of bad product placement. There's certainly a line that can be crossed when presenting brand-name items as props within the context of a movie, television show, or music video. Clever marketing folks try never to cross that line. They want their products to be visible within a scene, but not the focus. The product needs to fit, almost seamlessly (almost being the key word here) into the shot and context of the scene.

Think about it. You can probably remember quite a few examples. One of the most commonly discussed is the placement of Red Stripe, a Jamaican- brewed beer, in the movie "The Firm." According to BusinessWeek Online, Red Stripe sales saw an...