GETTING PERSONAL WITH PRODUCT PLACEMENT

While watching a movie, Dylan commented on why there was a need to have smoking in movies. Of course, my first thought was a company paid to put their product in the movie. However, I had second thoughts; after all I am responding to a nine year old. Before I could say anything my son commented, “smoking is for dummies.” My son of course understands the recourse of smoking, due to his grandmother current health condition, but how about those who do not have a personal investment in this addiction. (Note: we were watching an old 80’s PG rated movie which an adult asked to purchase a pack of cigarettes.)

The public can get a wrap sense of brand image and popularity of a particular product when featured in movies and video games, as stated by Larry Percy in his text Strategic Integrated Marketing Communications.

Product placement provides a corporation an outlet to reinforce their brand identity by targeting a specific market which in turn will increase brand awareness and sales. However, when products are targeted to children and teens, a company needs to be aware of the negative implications. Often, one will find that this awareness is overlooked and parents are struggling to do their own damage control on behalf of their children.

In some cases when products or services are placed inappropriately in movies and/or are promoted inconsistently to a target audience, there are consequences, such as negative word of mouth on the Internet. Click a topic below to see what I found online for both negative and positive product placements.

• Smoking in the movies
• Drinking alcohol in the movies
• Person on Television (Disney)
• Positive Product Placement (New Moon Movie and Burger King)
• Positive Product Placement (Ten Best Placements)

Finally, after reading all the blog postings last week, I have to say, it is nice to see everyone awaken to a whole new level of marketng. Up until now we have been reviewing the basic elements of strategic marketing. It has been wonderful to see all those who have been rejuvenated by what our current class has to offer, especially for our Jean Unlimited Project.