WHAT IS PRODUCT PLACEMENT?
Product placement is the use of specific products and brands in visual entertainment. With product placement, name-brand products are used as props or as set dressing in either TV shows or films. Product placement is an excellent promotional tool that increases brand awareness and can strengthen a brand’s image. Product placement is a proven method that allows a company to gain exposure and promote products to the general public in highly visible situations.
WHAT ARE THE DIFFERENT TYPES OF PRODUCT PLACEMENT?
Visual placement is when a product or brand appears on screen in the setting of a television program or film. Visual placement is the easiest and most common way to place a product and promote a brand.
Verbal placement is when an actor verbally requests or references to a product by name. Verbal placement is an excellent way to increase interest in a product through increased promotion. A verbal reference to a product is an assured way to get it noticed by the general public.
Hands-on placement is when an actor physically handles a product. Hands-on placement is another way to significantly increase interest or notice in a specific product. When an actor physically interacts with a product, it receives instant attention and promotion through mere association.
WHY USE PRODUCT PLACEMENT?
Product placement is an alternative to traditional advertising that promises an amazing amount of advantages. Product placement is one of the most cost effective forms of advertising, especially since a product has the ability to reach millions of consumers through films and television programs. This massive, worldwide audience makes product placement a highly influential advertising medium. Product placement also has one of the longest lasting effects, seeing as many films and television programs continue to affect consumers through syndication, home movies, and cable. The average cost for a 30 second spot on television can cost anywhere from $50,000 to $400,000. Product placement however, costs only a fraction of that, and gets products into high-impact situations. Product placement can increase awareness of a product or brand and introduce them to new consumer markets. It has shown to be an extremely effective way to gain exposure and to strengthen brand name recognition. Product placement is a mainstream marketing tactic and a majority of products seen in films are the result of negotiated placements that fit into a carefully crafted marketing plan. Brand managers should approach product placement with a clear view of what they hope to achieve, and put appropriate contracts in place to protect their brand’s involvement. For those who are involved, product placement can offer a world of advantages.
WHAT ARE THE BENEFITS OF PRODUCT PLACEMENT?
Through product placement in a distinct television program or film, a product can become associated with a character or star. This association implicitly, and sometimes explicitly endorses that particular product, and links specific products with specific celebrities in the minds of consumers. A perceived endorsement is an easy way for companies to communicate to consumers. Strategic placements will get your product linked with the right actor and situation. Product placement may be one of the only opportunities that some companies will have to get their product promoted through a big name actor or actress.
Television programs and films are more compelling than paid advertising because they mimic reality. Placing products in shows and films gives them credibility because consumers can see products performing in real life situations. This affects consumers’ perceptions of a specific product. Product placements also make films more authentic and help to link programs back to real life.
Product placement also helps to balance studio production costs. Many products are provided free of charge to the studios in return for their usage. Costume, prop, and set designers prefer product placement because it allows them to use realistic products without having to pay large amounts of money in return.
DO YOU CONTROL HOW THE PRODUCT IS PRESENTED?
The best way to protect the brand is to communicate with the production personnel. We read script pages in order to avoid situations that could present the product in a negative manner. If questionable situations arise regarding the use of the product or the situation in which it is presented, we can pull the product to ensure protection. Most prop and set personnel will not use a name brand product in a negative situation or manner for fear of legal action. We keep clients informed with the movie type, major stars, and situations the product is being inserted into, to avoid negative associations.
WHAT DOES THE SERVICE COST AND WHAT WILL I GET FOR MY MONEY?
Each client presents a different set of situations and we base our fees accordingly. The price of the service can be affected by the number of brands a company wants to have represented and the number of placements they expect per brand. With our service we exhaust every possible avenue that has placement potential; TV, Film, Commercials, Music Videos, Internet projects, etc. Our service also provides our clients a report of our placement efforts every month. This visibility report documents the number of placements, type of placements and their value as compared to a 30-second TV spot. With each report the client also receives digital photos of the actual placements, stills, or ‘proof of performance’ film clips.