At a time when television viewing is down, advertisement skipping by means of DVRs is up, (Kalliny & Gentry, 2010, p. 7) [ As of March 2009, 31% of American households have a DVR, up significantly from just 12% in January 2007 (Nielsenwire, 2009). Among TiVo owners, 60% record TV programs and 92% avoid advertisements when they view these recordings. (Lehu, 2007, p. 35)] and advertisement clutter is unbridled (Panda, 2004) the future of brand marketing on television poses a problem for advertisers. Product placement is an old advertising tactic (Kalliny & Gentry, 2010, p. 5), however product placement is the basis for a somewhat new strategy that has acquired multiple names including hybrid advertising, “advertainment” (Kretchmer, 2004, p. 39), branded entertainment, brand convergence and lastly, product placement synergy. Instead of featuring products in the background, advertisers and networks make sure viewers do not miss brand integration by imbedding advertisements into television programming. While it seems like a great idea, the effectiveness of branded entertainment is in question. For this reason I propose that as technology advances brand placement will increase in usage and significance and for this reason it is important to think critically about branded entertainment and how it can be a successful medium for advertising.
Since airing in 2007, Gossip Girl has served as an advertising outlet for numerous brands. For instance, brands such as Vitamin water, Tally Weijl, Droid, Bing and Verizon play a significant role in the show while luxury brands like Givenchy, Ralph Lauren, Marc Jacobs, Louboutin, Gucci and Chanel make minor appearances. Aside from products individuals are advertised on the show through self-cameos. T...
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...20, 2009, from http://blog.nielsen.com/nielsenwire/media_entertainment/how-dvrs-are-changing-the-television-landscape/.
Panda, T.K. (2004). Consumer Response to brand placements in films role of brand congruity and modality of presentation in bringing attitudinal change among consumers with special reference to brand placements in Hindi films. South Asian Journal of Management, 11(4).
Pattee, A. (2006). Commodities in literature, literature as commodity: A close look at the Gossip Girl Series. Children's Literature Association Quarterly, 31(2), 154-175. doi: 10.1353/chq.2006.0042
Shwartz, J. (Producer). (2007-2011). Gossip Girl [Television Series]. United States: The CW.
Thomas, S. & Kohli, S. K. (2010). Can brand image move upwards after Sideways? A strategic approach to brand placements. Science Direct, 54(1), 41-49. doi:10.1016/j.bushor.2010.08.002
When the consistency of the information is built, the credibility of the brand becomes higher (Bengtsson, Bardhi and Venkatraman, 2010). It is suggested that asymmetric information leads to consumer uncertainty, which would therefore have a negative impact on brand image (Erdem and Swait, 1998, p. 138). Accordingly, consistency of the information has become a key factor that leads to the successfulness of a global brand since it reduces the uncertainty and the thinking process time of consumers (Lee et al., 2007). Several effects have been found regarding to standardization of a brand (Erdem and Swait, 1998, p. 138). Marketers will have a better control of the brand if the brand meaning has been consistent over the time (Erdem and Swait, 1998, p. 138). First of all, it increases brand equity, which would therefore improve consumer’s brand awareness (Erdem and Swait, 1998, p. 138). Second, it would reduce consumers’ uncertainty of the brand, which would thus increase the reliability of the brand and brand loyalty (Erdem and Swait, 1998, p. 138). Third, it greatly reduces the conflict of consumers’ cognitive structures, which would lead them to trust more on the brand (Erdem and Swait, 1998, p.
Today’s commercials cloud the viewers’ brains with meaningless ritzy camera angles and beautiful models to divert viewers from the true meaning of the commercials. The advertisers just want consumers to spend all of their hard-earned money on their brand of products. The “Pepsi” and “Heineken” commercials are perfect examples of what Dave Barry is trying to point out in his essay, “Red, White and Beer.” He emphasizes that commercial advertisements need to make viewers think that by choosing their brands of products, viewers are helping out American society. As Rita Dove’s essay “Loose Ends” argues, people prefer this fantasy of television to the reality of their own lives. Because viewers prefer fantasy to reality, they become fixated on the fantasy, and according to Marie Winn in “Television Addiction,” this can ultimately lead to a serious addiction to television. But, one must admit that the clever tactics of the commercial advertisers are beyond compare. Who would have thought the half naked-blondes holding soda cans and American men refusing commitment would have caught viewers’ attention?
Celebrities are a common ethical appeal in commercials and specifically Pepsi commercials. The use of celebrities in commercials to advertise a product can be very effective to the audience the rhetor is trying to convince. When celebrities are shown advertising a product, it gives that product more credibility. The more celebrities seen using a product, its more likely that we will use those products because our society looks up to celebrities. Pepsi has used this appeal in many of their ads through out the years, and it has been effective. The celebrities depicted were common house hold names at this time. The star of the commercial, P Diddy, was recently named one of Time’s top 100 most influential people of 2005. P Diddy was a widely known hip hop artist by adults and young teens. Another celebrity depicted, Eva Longoria, was starring in the hit show ‘Desperate House Wives” the show was premiered in 2004 and continued until 2012. The show was very popular among adults, old and young. Wilmer Valderrama who was also featured in this commercial was apart of the hit series that 70’s show. That 70’s show was a comedy sitcom that ran for eight seasons until 2006. Carson Daley was also shown in this commercial. Carson Daly is a well known television and radio host. He was most known for hosting the NBC New Years Eve special. The last celebrity depicted in this advertisement was famous rapper and television host, Xzibit. In 2005, Xzibit was most famous for hosting this hit MTV show ‘Pimp My Ride.’ This show premiered on MTV and was a popular among young teens and adults. Showing many celebrities to advertise a product is very effective because the variety of celebrities can appeal to many different age groups. This is why this commercial works so well because the audience has a good chance at seeing a celebrity they know or look up to. This allows the audience to relate a certain celebrity to a
In today's society, we as consumers are exposed to media on a daily basis. Beginning the day with a glance at the daily newspaper and finishing the evening with a television program, the average person cannot escape the clutches of the media in its seemingly endless forms. Along with presenting objective information that includes local news, weather, and sports, a main function of modern media is advertising.
Lady Gaga is a singer, songwriter that has recently reached superstar status. Her footprint began within the music industry in 2008 and since then, she has become a household name. However, music is not the only entity that makes Lady Gaga a household name. Because her artistic nature goes beyond creating music, brands have sought her creative talent. She had a hand in designing headphones created by a legendary artist and producer (France, 2009), and has designed Polaroid Products like camera glasses and an instant digital camera ("Lady gaga named," 2010). Lady Gaga also has a brand partnership with mobile telephone network operator, Virgin Mobile and is a contributor to the MAC Cosmetics’ Viva Glam advertising campaign (Vena, 2010).
• Etzel, Michael J., Walker, Bruce J., & Stanton. William J., Marketing, 11th ed., Irwin/McGraw-Hill, 1997, p.242.
[5] Nandan, S. (2005) An exploration of the brand identity-brand image linkage: A communications perspective, Brand Management. (pp 264 – 278)
Product placement is a new tactic in advertising and marketing that allows companies to subtly integrate their products throughout new release movies and hit television shows. Compared to boring, old commercials, product placement is a new, more hidden version of advertising. Many people have the mindset of ‘Well if they’re using it, it must be great! I should use it too!’ This is where we see sales skyrocket after products are placed in popular movies and TV shows. On the other hand, some researchers are beginning to question whether product placement may have a subliminal effect on certain people, also. For example, perhaps you don’t really notice that most of everyone’s clothes in that new TV show is stamped with the Under Armour logo, or maybe you didn’t really pick out that mostly everyone in your favorite movie is drinking Pepsi, but newer studies could possibly be proving that you might actually be more inclined to buy one of those brands when it came down to a decision vs. the competing brand. This is why a lot of companies are starting to really push and are willing to pay top dollar to place their products in popular movies and TV shows.
Mr. Huang’s “The Naked Brand” documentary, though successful, needs much to be desired. The documentary was not able to highlight the focus for the structure of the documented media was deemed unclear; mainly because it included too many varying examples, interviews, and information used. The ideas, though insightful, are quite diverse, in which may confuse the audience. The media makers must then add emphasis on their focus and must create a guide of their messages or ideas for the viewers to follow. We may conclude then that “The Naked Brand” although astute, still possessed some problems which include a clichéd and superficial overview of the media maker’s ideas on advertising, a hasty generalization concerning the audience’s criticisms or reviews, and lack of transparency regarding the making of the documentary which might misinform the audience.
Nowadays, viewers may ignore commercials. They use to switch between channels, mute it, or leave the room until their show returns. However, advertisers have found many different ways to put their products into a TV show or a film, or in other words, product placement. Moreover, no one nowadays seems to realize the purposes of product placement. However, product placement is an advertising technique in which the brand name product is placed in a television show or a film. The advertiser uses product placement technique to reduce the monotony of the viewers while they are watching old traditional advertisements they produced in the past. Moreover, Martin Lindstrom mentioned the meaning of product placement and how it is useful in his article,
Movie production is a highly admired visual entertainment towards people’s lives. It is a form of entertainment for people of all race, gender, and age. Many seek to take part in the luxury qualities of this entertainment including advertisers. These advertisers of many thriving companies such as Nike, Domino’s Pizza, Adidas, Coca Cola, etc. are prominently promoting their products towards the audience through movie productions. Therefore, the term of their action of promoting the goods of their own company is called product placement. Product placement is to help promote a quality brand to a viewer’s appeal that helps not only have the consumer to purchase, but to also increase the marketing of that company.
We see advertisements all around us. They are on television, in magazines, on the Internet, and plastered up on large billboards everywhere. Ads are nothing new. Many individuals have noticed them all of their lives and have just come to accept them. Advertisers use many subliminal techniques to get the advertisements to work on consumers. Many people don’t realize how effective ads really are. One example is an advertisement for High Definition Television from Samsung. It appears in an issue of Entertainment Weekly, a very popular magazine concerning movies, music, books, and other various media. The magazine would appeal to almost anyone, from a fifteen-year-old movie addict to a sixty-five-year-old soap opera lover. Therefore the ad for the Samsung television will interest a wide array of people. This ad contains many attracting features and uses its words cunningly in order to make its product sound much more exciting and much better than any television would ever be.
It has become universally understood that, as a North American society, the individual is constantly bombarded with advertisements. Flipping through television channels one is bound to see plenty of products flash before their eyes, billboards on busy streets provide one with images and information, and radio commercials, which have been around since the early 1900’s continue to persuade the listener into the purchasing of a specific product. The ability to reach an audience is found in an expanding number of places, but with the help of technology, it seems as though the consumers themselves are becoming the strongest advertising agents. This phenomenon of non-advertisement advertising has been recognized before, most widely understood is the concept that by wearing branded clothing on the body, one is further promoting the product. To discover how and why this appears to be branching out further and becoming a more powerful form of advertising, there are a few things that need to be looked into. Firstly, the strength of word-of-mouth and electronic word-of-mouth sharing has grown with the development of the widespread reach of social media sources. Along with this, consumer created content has grown in several related but distinguishable ways, inclusive of the strengthening of brand imaging by their inclusion in consumer created content, such as logo quizzes increasingly popular on smartphones, as well as by the skyrocketing of consumer generated advertising, where billion dollar companies directly ask the consumer to get involved.
Brand attitudes: it’s the consumer evaluation of brand .Keller (1993)another important impact distinctive Between 11 dimensions: product attributes, intangibles, customer benefits, price, use/ application, user, product class, celebrity, country of origin, competitors, and life style. Aaker’s and Keller’s show many topologies like price, user imagery, usage imagery, and product attributes I will identify some weakness , but it should be considered that how it’s possible to trap the content of consumer knowledge. Aaker (1991). "Sum of the total brand impression is called brand image (Herzog 1973), anything that is associated with brand (Newman 1957), and "the perception of the product" (Runyon and Stewart
From the billboards on the streets to the flyers in the doors of public restrooms, advertisings occupy our life. Indeed, we all feel annoying when the commercials suddenly interrupt our enjoyable time of watching TV; however how do you make the decision to buy a Toyota or a Honda without watching the commercials of neither of these? Thus, advertising provides us the options of consumption. My other question would be: Can you actually distinguish the difference between a Starbucks coffee and a coffee from an unknown cafe each time when you are lining in the Starbucks? I believe the only clue for us would be the coffee of Starbucks has a green, long-haired female Greek mythological figure in the cup, and the coffee from the unknown cafe has nothing. Therefore, we are influenced by advertisings and the promotions of brands. In the class, we have been introduced the concepts of how the advertising influences the consumers‘ choices and how the brand image plays an important role in consumer behavior. We could notice that the crucial part which could determine the success of one product was whether the consumers had the ability to recognize the brand image. Thus, in the competitive market, advertising could stimulate the promotion of brands and make the product to be standout for the consumer. In my research project, I would like to trace the topic about the effects of advertising and branding on the consumption.