Product Placement In Movies Media Essay

Product Placement In Movies Media Essay Many people who saw Home alone remember the scene in the beginning where the McAllister family sits around the table having dinner. Fuller, go easy on the Pepsi, Kevins aunt said to her son. But this phrase is much more than just a warning against drinking too much soda. These products are not appearing by accident. In a quest to cut the commercial clutter and declining television ratings, marketers have tried their hand at more subtle or intrusive ways of displaying their products in big-screen movies through what is known as product placement. Product placement, also called embedded marketing, is defined by the European Union as any form of audiovisual commercial communication consisting of the inclusion of or reference to a product, a service or the trade mark thereof so that is featured within a programme  [1]  . It is a form of advertising that is used in movies and TV shows where branded products are placed in a movie setting. It usually aims to be inconspicuous and be part of the scene so that the audience will see a product in the natural environment. Product placement practices also exist in music videos, radio programs, video games, plays, novels etc. Placing branded products in entertainment media like movies is not a new developed concept. There is no doubt that the consumer is more likely to accept product placement in movies compared to traditional advertisements. Product placement can add credibility to a movie. It is easier to identify with a story or with a movie character when they used products familiar to everyday life. Product placement is a substitute for the traditional TV advertising. It has been used since the invention of the small screen. Product placement or brand placement appeared first in motion pictures as early as the late 1940s and early 1950s. One example was in 1948 in the movie Mildred Pierce where an actor drank Jack Daniels whinsky. Since Reeses Pieces appeared in the movie E.T. The Extraterrestrial, over 20 years ago, product placement has developed and evolved significantly. After the film realesed, Hersey claimed a 65% increase in sales of Reeses Pieces candy. This success generate an intensified interest in product placement area which has led to the establishement of agencies that specialize in product placement. Some of the company that provides product placement servicies are: Creative Film Production, Creative Artist, Krown Enterteinment, Norm Marshall Associates, Robert Kovologgs Associated Film Promotions, Unique Product Placement, Creative Entertainment Servicies.  [ 2]  This agencies examine film scripts, search for appropriate settings in movies where their clients products can be placed and then make suggestions to the film makers. The product placement in a movie can be as simple as a product being used in one scene (e.g. when a character uses a particular brand of beer or soft drink), a brand being mentioned by a character in the story, or a logo visible in the background of a frame (e.g. when a brands logo is visible on a billboard or the side of a truck). At the other extreme, a product placement can be an integral part of the movie. In the movie Youve got mail, AOL Internet service was an essential part of the movie and was connected to the plot throughout the entire movie. The multifaceted nature of product placement makes it an interesting, complex, marketing practice. In any James Bond movies, the agent has always been drinking martini, driving luxuries cars, wearing the fanciest suits and the most expensive watches. James Bond movies are famous for being the ones with the biggest amount of product placement. They include mostly upmarket range products. CinemaScore To determine how much a marketer should pay a movie producer for a product placement, Ed Mintz developed a sistem called CinemaScore which is similar to the Nielsen ratings in television advertising. CinemaScore is the industry lider in measuring movie appeal among theatre audiences. For over 34 years, CinemaScore has been polling moviegoers at major movie releases on opening night to collect demographic information and calculate a distinctive CinemaScore grade. A movies overall CinemaScore can range from A+ to F. For example, using the CinemaScore formula, they calculated a $28,130 placement fee for the placement of Coke in Crocodile Dundee II based on projected $100,000 million revenues at the box office and recall data obtain from exit surveys. Types of product placement strategies Product placement strategies can be categorized by the mode of presentation (the senses activated by the stimulus) into three modes: visual only (VIS), audio only (AUD) and combined audio-visual (AV). The first mode (VIS) involves showing a product, logo, billboard or some other visual brand identifier without any relevant message or sounds on the audio track which draw attention to the product (e.g. Danny DeVito drinking Coors Light with the label clearly exposed to the audience in Twins). The second mode involves the mention of a brand name or a character conveying brand-related messages in audio form, without showing the product on the screen (e.g. Martin Sheen yelling to a waitress Get this kid a Molson Light in Wall Street). The third mode (AV) involves showing a brand and at the same time mentioning the brand name or conveying a brand-relevant message in audio form (e.g. the main character in Waynes World saying the choice of a new generation before taking a sip from a can of Pepsi). Placements in any of the three modes may be subtle or prominent. Prominent placements are those in which the product (or other band identifier) is made highly visible by virtue of size and/or position on the screen or its centrality to the action in the scene. Subtle placements are those in which the brand is not shown prominently (e.g. small in size, a background pop outside of the main field of visual focus, lost in an array of multiple products or objects, low time of exposure). Mode and prominence are relevant to the ease with which a product can be incorporated into a movie, and therefore the cost to the marketer of reaching an audience in this way. Of the three modes, VIS is the most frequently used, but it runs the risk that viewers will not attend to or recall the products presence in the scene in the absence of audio reinforcement. AV overcome this problem, but it is the most expensive and difficult mode to accommodate. Similarly, subtle placement which can be incorporated into a scene as background and do not require a plausible basis for the overt integration of the product into the action are relatively less costly than prominent depictions. A worldwide trend in advertising, product placement, is a vehicle for everything from foodstuffs to electronics or automobiles. So, how does it work exactly? Its actually pretty simple. Basically, there are three ways product placement can occur: it simply happens it is arranged and a certain amount of the product serves as compensation it is arranged and there is financial compensation Sometimes product placement just happens. A set dresser, producer, director or even an actor might come across something he thinks will enhance the project. Usually, this has to do with boosting the level of credibility or realism of the story being told. One exemple can be found in the surprising use of a can of RAID- an ant killer made by the SC Johnson company- in an episode of the popular HBO series The Sopranos. According to an article in USA Today, Therese Van Ryne, a spokeswoman for the SC Johnson, said that the company was not approached about the use of their product. The most common type of deal is a simple exchange of the product for the placement. Let supposing that someone of the crew knows someone who works for Honest Tea. The movie people approach the Honest Tea folks with a proposal and the deal is made; in exchange of the airtime, the cast and crew are provided with an ample supply of Honest Tea drinks at work. Sometimes a gift of the product is not an appropriate form of compensation, so money powers the deal. Why do they use product placement? To achieve prominent audience exposure, visibility, attention and interest To increase brand awareness To increase consumer memory and recall of the brand/product To create instant recognition of the product/brand in the media vehicle and at the point of purchase To bring desired change in consumers attitudes or overall evaluation of the brand To bring a change in the audiences purchase behaviors Product placement can have a significant effect on message receptivity. The sponsor of product placements is likely to gain goodwill by associating itself with a popular program targeted to a specific audience. The more successful the program, the longer shelf life of the product placement. Nielsen Media Research has shown that product placement in television shows can raise brand awareness by 20%.  [3]  Product placements can have a significant effect on recall. For example, memory improves when visual/auditory modality and plot connection are congruent. Verbal and visual brand placements are better recall than placements having one or the other. To increase brand memory, brands should be prominently placed and be accompanied by an actor in films or television programs. Brand evaluations can become more positive when the placement is more editorial instead of commercial and when non-users of the brand are reached. Behavior and behavioral intentions are influenced best when the audience has positive evaluations of brand placement, when placements are presented in editorial formats, and when placements are repeated.  [4]   Conclusion Product placement is gaining more and more popularity and at the same time has turned into a huge, profitable business for both the broadcasting companies and the producers. In the past decade product placement has become a very sophisticated business. Today, every movie contains product placement. While in the James Bond-Movies 007 drinks Martini, Will Smith drives a Porsche 911 Turbo in Bad Boys. There could be mentioned thousands of examples like this I think product placement is an innovative way to advertise a product, Ray said. When you show the usefulness of your product by showing how it makes other peoples lives easier, youve created an advertisement that is invaluable. (Neuroscience major Andrew Ray) Douglas McKinley, an advertising professor at BYU, sees product placement as a necessary monetary help for a film industry. We have all come to accept product placement as a legitimate way to help fund the movie, McKinley said. (Product placement can be) good if the product is written into the script so that it looks like part of the landscape. The next time you watch a movie try to keep an eye out for products or brand-names you recognize. It is highly likely that you will see one of the major soft drink companies represented. Once you spotted something, see how many other scenes include that product. You will start to see a trend. How, you will wonder, can the actor hold the Coke just the right way every time so that the logo is perfectly visible?

Conglomerate Essay

Materials manager at Captiva Conglomerate, A1 Carpenter, is holding a meeting with his Inventory and Spares manager, Sam, his Supply manager, Aaron, vice president of Operations, Jason, vice president of Finance, Monica, and director of Information Technology, Jana, to discuss the contract with SOS for an inventory management and spare parts management system. – Sam, from Inventory and Spares, believes the spare parts system is not useable for him and his personnel, plus the delivery of the system is four months behind schedule. The information technology department believes the system works great from the perspective of Jim. – The inventory management system is 10 months behind schedule and repercussions towards the supplier are minimal due to a lenient and poorly written contract, which stated verbiage such as â€Å"best efforts† and â€Å"whenever possible. † – The contract with SOS has used the entirety of the $1 M allotted, even though the supplier has accepted 17 unpriced change orders. Jason, from Operations, specifies that the new system ould provide him better support, uptime, and cut inventory while providing improved support. – The question about who wrote the specification for the contracts is brought up and it is pointed out by Aaron, from Supply, that they were drafted by the supplier and initialed by Jana, from Information Technology Can Captiva Conglomerate produce better written and produced specifications, solving the problem of poorly written contracts, by implementing cross functional teams integrated by the pertinent members of all areas of the organization involved in the respective procurement? Best Solution: Establish a multi-functional team to include the purchasing manager, finance, a legal representative, IT, operations, and inventory & spares to come up with a plan and strategy to definitize and clear up the SOS contract requirements. After this is ccomplished, re-engage with SOS to establish the new clear path for moving forward through a new agreement in order to achieve the deliverables needed by Captiva. Immediately following, a standard operating procedure would be created to establish guidance on putting together multifunctional teams for any major acquisition. Advantages: Clearing up the requirement documents will help Captive achieve the desired results it was looking for through the contract with SOS. – This approach will also help establish a firm and final price for the deliverables needed. Involving all epartments in the acquisition process aids in establishing realistic lead times, improved specification writing, and proper financial planning. – Creating a standard operating procedure will avoid the mistakes of the SOS contract in the future. – Multifunctional teams create an environment of efficiency and effectiveness for solving large problems or tackling complex large requireme nts. Disadvantages: Additional time, resources, and cost will be incurred to clear the mess Captiva currently has. – The contract with SOS will require additional funding in order to eceive the final deliverables. Additional coordination with other departments will require additional effort. – There is always risk in trying to enter a new agreement with SOS and resistance could be encountered without a guaranteed result. Alternate Solution: Establish a new training on the approach towards new acquisitions and who should be involved in the process. Centralize the procurement process in Captiva, as it seems that the acquisition of the system through SOS was done solely by the Information Technology department and the president. Provide additional funding to the SOS contract in an attempt to finalize it. Advantages: New conditions will improve the writing of specifications and statements of work. – The centralization of purchasing will produce specialization and better accountability of procurements. – The current goal is still to receive both deliverables from SOS, while maintaining a good working relationship. Disadvantages: Cost of completing the contract will continue to increase as no set path to fixing it has been established. – Time and cost of establishing a new training program

Illegal Logging in the Philippines - 1618 Words

Filipinos are known for being close family oriented. Every weekend, members of the family gather together to share experiences, problems and successes in their daily activities. Our family is not an exemption, we usually have a small salo-salo every Sunday and talk about memorable events that transpired during the week. One occasion, my grandmother shared an exciting experience to us. She told us that when she was still young her place was very beautiful. She lived in Tanay, Rizal where the heavily forested Sierra Madre Mountain Range is located. Every morning, the cold breeze of fresh air and the sound of flowing river beside there home awaken her. How I wish I could experience living in such a paradise! This remains a dream for me, for†¦show more content†¦In the Philippines, decades of illegal logging contributed to the devastating wrought by storms. With thousands of innocent people lost their lives due to floods and landslides, the worst among them being the tragedies i n Ormoc, Leyte in 1991, Aurora and Quezon Provinces in December 2004, and St. Bernard, Southern Leyte last February 2006, as well as all other ecological disasters through the years, blame has fallen on illegal loggers who have stripped hillsides bare and turned green forests into death traps. Are we blind or are we acting like a blind? The crime of illegal logging has already destroyed much of the original forests in the Philippines. This rampant illegal logging has afflicted many parts of the country – destroying the livelihood of many Filipinos, threatening biodiversity and causing environmental hazards. A decisive action is urgently needed to secure the future of our children. We must oppose all forms of forest destruction and remain vigilant and committed to protect our national patrimony. A critical analysis of the issue enabled me to come up with â€Å"CELL† as a solution to this environmental problem.  · Cultural Transformation Mudslides, especially in a national park, do not happen if the mountains have adequate forest cover. Why were the trees removed? It is because illegal logging is rampant. And why is it rampant? Because the culture of short-term benefit for narrow individual interestsShow MoreRelatedThe Most Crucial Problem of Philippine: Deforestation1153 Words   |  5 PagesPhilippine Deforestation: Final Paper Deforestation is one of the most crucial problem of the Philippines today, because of poor economic performance, weak polices, legal institutions and government laws, increasing population, poverty, corruption , agricultural expansion and lastly, extensive commercial logging activities. Philippines is a beautiful country rich in its biodiversity and natural resources, the country has 7,107 islands with a land area of 300,000 square kilometers. UnfortunatelyRead MoreMalnutrition Among Poor Families in the Philippines1701 Words   |  7 PagesMalnutrition among poor family in Mindanao Philippines Curbing malnutrition in North Cotabato and Maguindanao Source: http://www.unicef.org/philippines/reallives_19053.html#.UTMVUjfJSKU By Dr. Paul Andrew Zambrano UNICEF Nutrition Officer for Emergencies The nutrition of children in conflict-affected areas in Mindanao continues to be a serious concern for us at UNICEF. Recurring emergencies due to armed conflict and natural disasters in this region – combined with challenges on appropriate infantRead MoreTyphoon Sendong1709 Words   |  7 Pages 3. Natural Disaster 2. Factors That Caused The Flooding 1. Illegal Logging 2. Mining 3. Climate Change 4. Negligence of The Society 3. The Effects of the Typhoon 1. Loss of Homes and Lives 2. Traumatic Experiences 3. Devastation of Natural Resources 4.0 Conclusion Introduction On the 17th day of December 2011, a tremendous typhoon struck on the southern part of the Philippines specifically, Iligan City and Cagayan de Oro City. There was a greatRead MoreHow Drug And Human Trafficking Differ From Traditional Security Threats1077 Words   |  5 Pagesto criminal groups; with the only relation they have to each other is the commodity they smuggle. Because of this and the illicit market drive of demand and supply, traditional means of increasing police, destroy criminal groups, and increasing illegal trafficking penalties does little to reduce the demand and supply. In order to reduce the flow of trafficked commodities, states should reduce the supply and demand of the illicit industries. 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Furthermore, the overlapping jurisdiction also become common problem within this era, since each tier of government claim to have the righteous authority. All aforementioned issues, may eventually impair the implementation of the good governanceRead MorePoverty Affects Quality Of Life, Well Being, And Health1255 Words   |  6 PagesPoverty negatively impacts quality of life, well-being, and health. In 2015, it was estimated that 21.6% of the Philippine population was in poverty (Philippine Statistics Authority, 2016). 8.1% were facing ext reme poverty and were below the minimum income required to meet basic food needs (Philippine Statistics Authority, 2016). Most of the poor in the Philippines live in rural areas and work in the agriculture sector, mainly farming and fishing (Dy-Liacco, 2014). The poorest families often haveRead More Wildlife Preservation Essay examples923 Words   |  4 Pagesyou can do to help win..† The organization first success was in1972. Greenprace helps with the decision of the US in abandoning nuclear testing grounds in Amchitka, Alaska. In the past, Greenpeace has helped Cuba control and put a ban on illegal logging of mahogany trees, and the entire timber trade. In 1982, they put a ban on international whaling in Japan, and its supporters of re-introducing the sport. And again in Japan in 1998, they are asked to stop â€Å"experimental† fishing for bluefinRead MoreDeforestation And Its Effects On Deforestation Essay1339 Words   |  6 Pagesglobal land usage. In fact, humans are one of the biggest influences for deforestation. Farmers use a method known as the â€Å"slash and burn† process to cut down trees and grow their crops in the soil fertilized by the ashes. Many people use commercial logging, a process in which trees are trimmed and transported in order to build mills, by chopping down vast areas of forest for profit. Wildfires and overgrazing ar e also large issues that contribute to deforestation. This leaves the forest vulnerable toRead MoreNatural Resource Of Natural Resources1763 Words   |  8 Pagesundercut and shackle the rule of law (Harwell, Farah and Blundell 2011, Magrath et. al 2007). In the case of forests, achieving sustainable forest management has had, broadly speaking, a mixed track record. Widespread deforestation, degradation, illegal logging, etc., continue to be significant problems, and one of the main reasons has been an inadequate understanding of the political economy of reforms in the sector and changes therein. From a technical standpoint, analysts and policymakers may diagnose

The Flappers Of The 1920s - 1294 Words

â€Å"The Flappers in the 1920s† How did flappers change the role of women? I will tell you what a flapper is. The lifestyle of a flapper. How they dresses and how did they wear their makeup.And how they change the role of women during the 1920s. The Gibson Girl’s fashionable clothing testified her profession; to be her husband’s ability to support her. â€Å" For the Gibson Girl, grooming itself was her profession; to be her husband’s prized possession was her career.† The Gibson Girl took her cues in fashion and values from European royalty. She was the embodiment of women as bearers of children, makers of homes, devoted, affectionate, but obedient wives. She was taught to please men rather than herself. The ideals she embodied included†¦show more content†¦A lot of men lost their lives on the battlefield and the trenches in wartime and as a result there was a shortage of men in peacetime(Kalloniatis, Ilianthe. â€Å"Flappers In Fashion.† Google Books, BookBaby). After the war was over, a lot of independent women wanted to celebrate their independence and enjoy themselves. Society as a whole wanted to celebrate life, free from the tyrannies and restrictions of war(Kalloniatis, Ilianthe. â€Å"Flappers In Fashion.† Google Books, BookBaby). Flappers did believe in equality. And yet they were not necessarily feminists who marched with picket signs in front of polling booths or unfair workplaces. In fact, the flapper’s rebellion was all about having fun in social situations (Gourley 63). Flappers were northern, urban, single, young, middle-class women. Many held steady jobs in the changing American economy. The clerking jobs that blossomed in the Gilded Age was more numerous than ever. Women were needed on the sales floor to relate to the most precious customers- other women. But the flapper was not all work and no play( â€Å"Flappers.† Ushistory.org, Independence Hall Association, 2008). A flapper was a young woman, usually between the ages of fifteen and twenty-five. While not every modern girl in the 1920s was a flapper, every flapper shared a similar characteristics. First, her clothing defined her. Her dressShow MoreRelatedFlappers in the 1920s Essay658 Words   |  3 Pages Flappers in the 1920s where the girls and women that dressed less modestly. They also disobeyed the rules that most women and girls followed. They did what others would not ever think of doing in this time period. From coast to coast people were reading the exploits of a new type of woman called flapper. Prior to World War 1 Victorian ideals still dictated the behavior of American women and girls. Frederick Lewis Allen describes the traditional role of women. Women were the guardians of moralityRead MoreEssay about Flappers: The Untraditional Women of the 1920s682 Words   |  3 Pagesof the 1920s rebelled against being traditional. These women became known as flappers and impacted the post-war society. People in the 1920’s couldn’t make up their minds about flappers. Some were against them and some were with them. Therefore, some people in the 1920’s loved and idolized flappers, I on the other hand, believed that they were a disgrace to society. These women broke many rules leading young women to rebel against their families. Some people hated this idea of the Flapper and theyRead More Flappers and Mothers: New Women in the 1920s Essay1466 Words   |  6 PagesFlappers and Mothers: New Women in the 1920s Frederick Lewis Allen, in his famous chronicle of the 1920s Only Yesterday, contended that women’s â€Å"growing independence† had accelerated a â€Å"revolution in manners and morals† in American society (95). The 1920s did bring significant changes to the lives of American women. World War I, industrialization, suffrage, urbanization, and birth control increased women’s economic, political, and sexual freedom. However, with these advances cameRead MoreHow Did Flappers Change The View Of Women During The 1920 S1003 Words   |  5 PagesHow did Flappers change the view of women in the 1920 s Before flappers came along women were very modest. They were brought up to be lady-like and did not even date men unless their parents came along. They would wear clothes that were long and fancy and would cover their bodies head-to-toe, because they were not allowed to even show their ankles. Flappers went against all theses customs. Their irresponsible actions included: around kissing men, dancing on men provocatively, and just not caringRead MoreDid Flappers Have a Positive Effect on Women’s Rights in America in the 1920s?948 Words   |  4 PagesDId flappers have a positive effect on women’s rights in America in the 1920s? Throughout the ages women have been stricken with often male-made oppression in many forms on the long, difficult road to their eventual initiation into equal rights. Some aspects of women’s rights today were obtained by questionable means in the past. One such act of liberation by questionable means was the introduction of a class of women in the 1920s known as flappers. These flappers were the beginning of a newRead MoreThe 1920’s was an extraordinary time period filled with flappers, speakeasies, and gangsters. One800 Words   |  4 PagesThe 1920’s was an extraordinary time period filled with flappers, speakeasies, and gangsters. One of the most notorious gangsters during this time was a man named Al Capone. On February 14, 1929, seven bullet riddled corpses were discovered inside a garage inside a lonesome garage on Clark Street owned by gangster George â€Å"Bugs† Moran. Al Capone grew up in Brooklyn, New York; his parents came from Italy, so he had some Italian background in him. He was the fourth child out of nine; he went to schoolRead MoreFlapper Dream Analysis1477 Words   |  6 Pages Winter Dreams and the Emptiness of the Flapper Lifestyle During the 1920s, there was a massive increase in the post-war economy, and with it came luxuries and technologies that many Americans had never seen before. The changing cultural climate brought with it drastic changes in the ideals and morals of the youth because they had become disillusioned with their parents morals and lifestyles following World War 1. Interestingly, the disillusionment that the youth of AmericaRead More1920s Fashion Essay1036 Words   |  5 Pages1920s Fashion In the 1920s, fashion trends were the shorter low-waisted dresses and revealing styles worn by flappers. With their short-bobbed hairstyles and cloche hats, down to scarves and stocking with bold. The 1920s fashion strikes the design era for fashion by having change in the women’s fashion. The fashion changed and characterized the women in the 1920s, as they called it the roaring twenties the women started gaining their free rights and independence. Fashion for women had a positiveRead MoreFlappers: A Representation of Modern Independent Women733 Words   |  3 PagesThe 1920’s were the Era of Adolescence. It was the time period when Jazz was developed. Along with jazz came a new kind of woman, a new role model, a new entertainer, and the dancers called the Flappers. Flappers were developed to show a change in women in the 20th century. They represented a new woman that was more modern and independent. The Flappers created a new fashion for woman and a new image showin g that woman are more independent, more masculine, and can support themselves. Flappers demonstratedRead MoreFlappers of the Roaring 20s1687 Words   |  7 PagesFlappers in the Roaring 20s The flappers were a great inspiration to all women around America. We have the rights that we do and are seen as individuals because of their role in changing the way women were viewed. I chose this topic because I am a feminist. I believe that women are equally able or even more able to perform roles that men do in society. With this I hope to attain more in depth understanding for the roles of women in America, from the beginning up to the recent era. In the early