ENTERTAINMENT MARKETINGBrian GillespieMay 19, 2010

Entertainment Marketing

Product Placement

Film Merchandising

Branded Entertainment

What is Product Placement?

The insertion of branded products or services into mass media content with the intent of influencing consumer attitude or behavior

http://www.youtube.com/watch?v=aGlFPIg0H6U

http://www.youtube.com/watch?v=R22qigXhFjk

http://www.youtube.com/watch?v=5A0-u85aAYg

Why product placement? Oversaturation of traditional advertising

outlets Reach a captive and involved audience

Product Placement History Lumiere films in the 1890s

http://www.youtube.com/watch?v=j4hP2fL8liE E.T.

http://www.youtube.com/watch?v=AfAzUAxWELU

Today it is a $3.36B dollar industry Product channels

TV Film Books Video Games Music and Music Videos

What do we know?

Placements have direct effects on different consumer attributes Brand recognition (cognition) Brand attitudes (affect) Consumer choice (conation)

Type of placements

Placement (subtle vs. blatant) on recognition and attitudes (Law and Braun 2000)

Blatant placements are more recognizable than subtle placements

Modality (auditory vs. visual) and plot connection (low plot connection vs. high plot connection) on recognition and attitude (Russell 2002)

High plot connection-auditory and low plot connection-visual placements increase attitudes

Frequency of Placements

Type of placement (subtle vs. blatant) and repetition of placement (low repetition vs. moderate repetition) on attitude (Homer 2009)

Character and Product Interactions Attitudes toward the character vs.

attitudes toward the product when the character interacts with the product (Russell and Stern 2006)

Viewer Program Liking

Program liking (low vs. high), prime (not present vs. present), and prominence (subtle vs. blatant) for recognition and attitudes (Cowley and Barron 2008)

Those who like a movie dislike placements more Distracting from the show Viewers feel betrayed

Ego Depletion

A state of mental fatigue created from the depletion of a single limited self-regulatory resource, brought on by continued self-regulation Works like a muscle Daily tasks are ego-depleting The majority of television is watched at

night during primetime television hours, when people are most likely depleted

Theoretical Model

Exposure to PP

Exposure to PP

Ego-depletionEgo-depletion

Results

Three Way InteractionPlacement, Attitudes and Recognition, and Ego-Depletion Condition

LPC HPC Not Placed

Product Placement In Literature Impact of negatively framed placements

in literature Half of you were told it was a Visio

television, half were given no television brand

The television did not work Brand attitudes toward Visio and

Panasonic televisions were measured and subjected to a one-way ANOVA

Results

The effect of the negative placement on brand attitudes toward Visio was significant at p = .08 (one way)

In other words, the likelihood that there was a significant difference in brand attitudes between conditions is 92%

Brand Attitudes

Susceptibility to Product Placement Scale development of seven different

dimensions Predisposition to product placements

The seven scales were used to create a predictive model for susceptibility to persuasion Product placement skepticism path Product placement avoidance path

Susceptibility to Product Placement Model

Film Merchandising

Merchandising is the methods, practices, and operations used to promote and sustain certain categories of commercial activity

Film merchandising refers to the commodities or products based on movie themes, characters and or images that are designed, manufactured and marketed for direct sale

http://www.youtube.com/watch?v=xvmZ9SPcTzU

Film Merchandising History

First major film merchandising success http://www.youtube.com/watch?v=-GqR1q0vaSs

Traditionally, film merchandising has been used to target kids through toys Increasing number of toys aimed at adults Clothing lines are becoming popular

Today licensed products for entertainment merchandise generate $16 billion a year

Merchandise First

Toy lines that inspired films and television shows G.I. Joe

Hasbro toy Inspired animated television show and live-

action movie

Transformers http://www.youtube.com/watch?v=yxVdqHn-tOo&feature=related

Approximately $600 million in merchandise sales after Transformers 2: Revenge of the Fallen

Branded Entertainment

The creation of original media content, specifically designed to promote a brand or product Commonly found online Attempts to create a pull strategy

drawing customers to the product through offered entertainment

http://www.youtube.com/user/Sienna?v=hiLNG153aRI&feature=pyv&ad=5073201044&kw=swagger%20wagon