Product placement
Product placement is one of the most important techniques in marketing especially in the past few years, where the media has played an essential role in forming people's opinion. As many people believe in all what they see because of the significant role of the media, product placement reaches its goals. However, the effectiveness of product placement varies according to numerous criteria, from how it is integrated to how it is used to show the product and whether it is intrusive or not. In the study article " The Effectiveness of Product Placement: The Influence of Product Placement towards Consumer Behavior of the Millennial Generation " by Liew Chee and Elizabeth Lim, the issue of product placement and its influence on a specific category of consumer is discussed. The study aims mainly to form a general idea about how effective the product placement could be to influence the millennial generation and sway their decisions. Liew and Lim made a valuable and professional study article that involves an interesting perspective regarding product placement through a good arrangement of ideas and a methodological study.
The study mainly elaborates on the idea of how people's demeanors are affected by their intentions, that affects in its term their perceptions through five main hypotheses with the theory of reasoned action expect people's behaviors. Liew and Lim have also
Azouz page 2 distinguished between the personal preferences and the social influences in the process of forming the intentions. The experiment is based on the SPSS technology and surveys to identify the different responses of this millennial age. To conclude the study attempts to give several pieces of advice to professionals in the product ...
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... I did not agree with, however the whole study gives a very precise idea about the criteria that evaluates the effectiveness of product placement.
Works Cited
Kit, Liew Chee. The Effectiveness of Product Placement: The Influence of Product Placement towards Consumer Behavior of the Millennial Generation. International Journal of Social Science and Humanity 4.2 2014: 138-142. 27 Mar 2014.
Alfano, Christine and Alyssa J.O'brien. Envision understanding strategies of persuasion 4the. chapter3. Published by Longman Copyright © 2014. 31october 2013
Prinet, Emmanuel. "Buyology: Truth And Lies About Why We Buy By Martin Lindstrom." Journal Of Industrial Ecology 14.1 (2010): 167-169. Academic Search Complete. Web. 27 Apr. 2014.
Mulvey, jeannette. "How to Make Your Product Famous (for Almost Nothing)".Business News Daily. 17 may 2011.web.27 april 2014
Kerbel, Matthew R. (1993). An Empirical Test of the Role of Persuasion in the Exercise of
Andres Martin takes full advantage of the three modes of persuasion outlined by Aristotle and in the following few paragraphs, I will outline each
Kessler, Andy. "The Rise of Consumption Equality." The Wall Street Journal. Dow Jones & Company, 03 Jan. 2012. Web. 10 Feb. 2014.
This discussion brings about an interesting view on similarity in relation to persuasion as expressed by O’Keefe (200), “The belief that greater similarity means greater effectiveness is an attractive one and is commonly reflected in recommendations that persuaders emphasize commonalities between themselves and the audience.” O’Keefe concludes
To consider the power of marketing execution (e.g., product placement) versus traditional media planning strategy. How does this new marketing approach affect shifts in brand image?
Persuasion is a commonly used communication technique that allows us to socially influence a certain topic positively or negatively. Its purpose is to help affirm or nullify an idea, belief or attitude. Sometimes the exact topic is very detectable in communication such as during debates but other times it displayed a little more subtly. Persuasion is more than just verbally speaking. Non-verbal communication such as body language, tone and pitch of the voice can also add to the affirmation of the topic. The setting and location also help encourage the acceptance of what is being persuaded.
Wilby, P. (2007, February). Persuasion is a science. New Statesman, 136(4833), 15. Retrieved May 4, 2011, from ABI/INFORM Global. (Document ID: 1223180481).
We get an idea of how products work, so by representing a safe and accessible product audiences are likely to remember it. A study found 7% of audiences find the soap more enjoyable with product placement (ITV/Nielsen Corona&on St Study 2010). However, this can be seen to exploit the audience and play upon their naivety to digest the advertisement and react to it. ITV justify this by claiming ‘products are show cased within natural settings more relatable to viewers, providing inspiration, or in some cases, validation for purchase choices’ (ITV plc
Whether [the people influenced by the advertisement] like it or not, products play a role in
In closing, Persuasion is a powerful tool, both in trying to persuade others and being
Persuasion is an important aspect of communication, certainly a significant business activity. Regardless of whether this comes in the form of a sender influencing a party or the receiver itself is being influenced. Typically, this could come in the form of a salesman or, even a manager communicating with key stakeholders, such as potential investors.
In the most advantageous of cases this model suggests that a receiver “considers the content of the persuasive message carefully and has favorable thoughts about the content” (Enfante, Rancer & Avtgis, 2010, p. 172). When receivers engage in cognitive thinking, they participate in the type of persuasion the authors call the “central route” (Enfante, Rancer & Avtgis, 2010, p. 172). Under the central route, the receiver employs positive feelings towards whatever the source is saying and then in turn acts or forms attitudes based off of the positive thoughts. Thus they interact thoughtfully with the information the source is attempting to get across.
Studies have also proven that product placement has become an effective and powerful method of advertising brands and products to audiences. In particular, if someone were to purchase a product, it may be due to the fact that it was in the movies, and that they enjoyed the movie so much that it convinced them to buy that product, regardless of their opinions on that product before it was presented in the film. Product placement has its advantages, as it can be relevant to the film’s storyline and characters and also tell a story with the product itself. However, product placement can also have its disadvantages, as the placement of certain products in films may be irrelevant to the film, as some companies will request movie producers to find a way to use their products in their scenes. In this case, it will possibly appear as though that they are just displaying the product for show, and not integrating it with the plot and characters. Since product placement in films became more relevant in the 1980s, films from the 1980s and forward were analyzed by examining the branded products influence after the film’s release and
In addition, researches had been conducted on the years to understand attitude change. Starting with the first ever attitude change study in 1923 by rice and Willy that t...
Technological advancements have changed our culture in many ways, even having it’s personal effect on advertising. With the invention...