To place or not to place?

Ever since the early 80's and the most well known product placement yet, companies have been bidding for product placement at alarming rates. The James Bond movies have become well known for their product placements, but can you name one of over 100 products placed in that movie? Maybe the recent discussion of the BMW z3 means that is fresh on your mind. Could you name five or 10 products? 10 products would be less than 10% of the products placed. You probably haven't seen a James Bond movie recently as a new one has not been released in a year or so. What is the difference between ET and James Bond? Organic versus forced. How many products were written into the movie, or placements were written into the movie for the advertising buck? While the candy slot was pitched to M&M's, Reese's Pieces benefited by placement where the gratification would be satisfied instantly at the movie counters.

So is the answer not to waste your advertising dollar on product placement.

But what if your competitor says yes.

Would you rather be the Hershey's or Mars?

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.