What's Embeded Marketing or Product Placement? Essay

What's Embeded Marketing or Product Placement? Essay

Length: 1111 words (3.2 double-spaced pages)

Rating: Strong Essays

Open Document

Essay Preview

An Argument Against Product Placement

Embedded marketing, or product placement, is a form of advertising that integrates the product in a non-commercial environment such as movies and TV shows. Product placement is not a new trend; it has been in place since early years of the movie industry. However, it began to spread in the 1930s when the company of Owl Cigars invested in the movie “Scarface” an amount of $250,000 to place their product in the movie (Lindstorm, 2008). It has been argued that product placement can benefit the sales of both the movie and the product. However, others disagree saying that its adverse effects outweigh its positive ones, as it may have a negative impact on the content of the movie in which the product has been placed, the sales of the product and on the ethical level.
Product placement has some benefits to the movies because branded products act as sponsors for movies; companies pay money to the movie producer to show their products in specific scenes in the movie, and this enables the director to get better actors and shoot in better settings. Despite the fact that this may be partially true, product placement can do some harm to a movie by interrupting or skewing the movie storyline. As companies pay money for their products to be integrated within a movie, they expect it to be placed advantageously in the film. Therefore, companies pay more money to gain the best appearance for their product on a movie. This causes the movie director to deviate from the storyline in order to accommodate the products placed in it and to make companies willing to invest in the movie. For instance, according to Santos, in the movie “Good Bye, Lenin!” two companies, Coca-Cola and Burger King, refused to place their ...

... middle of paper ...

Lindstrom, M. (2008). Buyology: Truth and lies about why we buy. New York: Doubleday.
 Nunlee, M., Smith, D., Katz, M., A. (2012). Negative Product Placement: An Evolving Theory of Product Disparagement and Unfair Competition. Journal of Marketing Development and Competitiveness. 6(2), 11 – 27. Retrieved from: http://www.na-businesspress.com/JMDC/NunleeM_Web6_2_.pdf
Redondo, I. (2012). The Behavioral Effects of Negative Product Placements in Movies. Psychology & Marketing, 29(8), 622–635. Retrieved from: http://onlinelibrary.wiley.com/doi/10.1002/mar.20548/references
Snyder, S. L. (1992). Movies and product placement: Is Hollywood turning films into commercial speech? University of Illinois Law Review. Retrieved from: http://heinonline.org/HOL/Page?handle=hein.journals/unilllr1992&id=311&collection=journals&index=journals/unilllr#311

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Produnt Placement and Marketing Essay

- 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....   [tags: Marketing Techniques, Media People's Opinions]

Strong Essays
1015 words (2.9 pages)

Product Placement in Successful Films Essay

- INTRODUCTION “The Worth of Product Placement in Successful Films: An Event Study Analysis” is a July 2009 article in the Journal of Marketing written by Michael A. Wiles and Anna Danielova. The article discusses the findings of an event study constructed to show the relationship of high grossing films of 2002 with the participating firms’ stock prices. HYPOTHESES The researchers discuss results from past research from other scholars. From their study of previous findings, the researchers derive six hypotheses....   [tags: Marketing ]

Strong Essays
2028 words (5.8 pages)

Essay on Product Placement in Daily Life

- “We don't see things as they are, we see them as we are.” By Anais Nin. This quote represents how product placement plays a role in daily life of people. The quote describes how we see the world, as to what we see in others. People view life through their dreams, fears, and experience, “Product placement is when a company pays for its product to be featured on television or movie to increase or reinforce brand awareness.” Product placement in movies or TV shows have become common, many advertiser uses the appeal to celebrity to make the product look “high class, or “cool.” For example, in Indian TV shows, when a housewife uses her Samsung Galaxy s4 to download her recipes, and makes deliciou...   [tags: company, product, movies, television]

Strong Essays
1098 words (3.1 pages)

Essay on Product Placement in Film and Television Today

- Ford paid the producers of Casino Royale, another James Bond movie, $14 million dollars to have a three-minute spot featuring Ford’s new Mondeo. Companies, brands and conglomerates are starting to branch out in their marketing and advertising techniques. This is only one example out of millions. Product placement today, throughout the media and film industry, is a new advancement in the way a company can advertise and market. 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....   [tags: Advertising, Marketing, Film Analysis]

Strong Essays
1303 words (3.7 pages)

The Influence of Movie Genre on Audience Reaction to Product Placement Essays

- The Influence of Movie Genre on Audience Reaction to Product Placement: The use of brand placements is quite evident in movies today. The success of some brands reporting a phenomenal sales increase may be partly dependent on the type of movie in which the brand is placed. Employing 200 university students, this paper examined the effects of movie genre on brand placement. Students completed a questionnaire after watching and evaluating one 30-minute movie clip categorized by genre—comedy, drama, and science fiction....   [tags: realism, marketing, consumers]

Strong Essays
1068 words (3.1 pages)

Essay on The Role Of Marketing For New Product Development And Launch

- New product development is an essential key for a company to survive or stay competitive in the highly changed business environment nowadays(Annacchino, Marc A, 2003). Although technology plays an important role in the development of new products, the role of marketing should not be underestimated. A result illustrates that companies with a marketing department which has strong capabilities and skills are more likely to be more successful with their new products(Drechsler et al.,2013). Hence this essay will investigate the role of marketing played in the different stages of new product development and launch....   [tags: Marketing, Product life cycle management]

Strong Essays
1437 words (4.1 pages)

Product Differentiation : Marketing And Marketing Essay

- 1. Explain and give an example of these terms in your own words. Product differentiation: Product differentiation is process commonly used by business. It is process of distinguish a product or services from similar offerings in the market. This involves differentiating it from market products as well as firm’s own products. http://smallbusiness.chron.com/advantages-product-differentiation-strategy-17691.html Product Line: A product line is a segment of products that are closely related to each other....   [tags: Marketing, Brand management, Positioning]

Strong Essays
1021 words (2.9 pages)

Marketing Plan For A New Product Essay

- This paper will detail a strategic marketing plan for a new product that is ready to “go to market”. A strategic marketing plan is important when presenting a new product or service because it ensures that the maximum amount of profit can be obtained for the product. A good strategic marketing plan provides focus and helps to pinpoint opportunities. A strategic marketing plan incorporates an executive summary, target marketing, place, product, pricing and promotional strategies, and a distribution plan....   [tags: Marketing, Marketing plan, Hairdressing]

Strong Essays
2276 words (6.5 pages)

Essay on My Co Operative Education Placement

- The organisation that I worked for doing my co-operative education placement was that of Retailworld Resourcing. In my time at the company I worked in the marketing department, in particular the marketing assistant and manager. RWR Group is a global group of recruitment agencies, providing recruitment solutions across a range of industries through specialist brands. Each brand has a dedicated team with an extensive background in their chosen industry, enabling them to understand the intricacies of the sector....   [tags: Marketing, Business, Product, Retailing]

Strong Essays
877 words (2.5 pages)

Product Placement Essay

- Introduction Product placement can be considered a new marketing tool when associated within motion pictures and television. It can result in a more positive brand attitude when the product is associated with a character or group of characters that are preserved to be positive in the eyes of their audience. It is the intention of this study to look at the effects of product placement and it’s use in combination with advertising and their effects on the target audience. This literature review is an attempt to view both sides of the controversial issue....   [tags: essays research papers]

Strong Essays
1475 words (4.2 pages)