Marketing

Zeng Dong

Behind the Screens Assignment

Research on Glee’s product placement marketing

Nowadays, there are lots of tools for marketers to choose for advertising, they can roll it in televisions, radios and other mass media. Also, they can place the ads during the show or the movie. This product placement reminds customers the brand by inserting its logo into the movies or the TV shows. In this essay, I will describe how the product placement marketing in the TV Show, Glee’s latest episode.

Burberry appealed with its classic pattern at the beginning of the show. It is used as the birdcage cover as it shown in the show. The brand also written into the script that Burberry cover keeps the bird warm. This product placement looks natural since it designed for the students in the expensive private school. Also describe the character that has the special taste, which would be the value added to the show. Glee is a musical comedy-drama television series. Product placements like songs would be much convenience to do in this show. Despite of playing few songs of Pinks’, one of the playing roles mentions Pink’s name in the script. The other brand they cited in the script would be the Gap store, where they performed in the earlier episode. This ad placement not only reminds the audience the plot before, but also let audience to recall the brand in that episode which was very impressive.

As the show talks about the high school students in the glee club, there were students having the Jansports schoolbag passing by in the hallway of the school. This product placement is little bit distracting that audience would stop and look at the logo. Furthermore, the piano brand Baldwin also took a moment in the show. It appeal when the camera focus on the actors far away, which the brand name is near to recognize. This product placement is constrained that people cannot avoid seeing the ad, which can be annoying.

It is no doubt that Slushee beverage has been the most obvious...