Product Placement

10688 words 43 pages
Product placement, or embedded marketing, is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, the story line of television shows, or news programs. The product placement is often not disclosed at the time that the good or service is featured. Product placement became common in the 1980s.
In April 2006, Broadcasting & Cable reported, "Two thirds of advertisers employ 'branded entertainment'—product placement—with the vast majority of that (80%) in commercial TV programming." The story, based on a survey by the Association of National Advertisers, said "Reasons for using in-show plugs varied from 'stronger emotional connection' to better dovetailing with relevant content,
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In the film noir Gun Crazy (1949), the climactic crime is the payroll robbery of the Armour meat-packing plant, where a Bulova clock is prominently seen.
In other early media, e.g., radio in the 1930s and 1940s and early television in the 1950s, programs were often underwritten by companies. "Soap operas" are called such because they were initially underwritten by consumer, packaged-goods companies such as Procter & Gamble or Unilever. When television began to displace radio, DuMont's Cavalcade of Stars television show was, in its era, notable for not relying on a sole sponsor in the tradition of NBC's Texaco Star Theater and similar productions. Sponsorship exists today with programs being sponsored by major vendors such as Hallmark Cards.
The conspicuous display of Studebaker motor vehicles in the television series Mr. Ed (1961–1966), which was sponsored by the Studebaker Corporation from 1961 to 1963, is another example of product placement.
Incorporation of products into the actual plot of a film or television show is generally called "brand integration".
An early example of such "brand integration" was by Abercrombie & Fitch when one of its stores provided the notional venue for part of the romantic-comedy film Man's Favourite Sport? (1964) starring Rock Hudson and Paula Prentiss.
The 1995 film GoldenEye was the focus of a highly successful BMW campaign, devised by

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