Product Placement Effectiveness.docx

Product Placement Effectiveness.docx - Nathaniel Ogden COM...

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Nathaniel Ogden COM 221 Contemporary Media Ethics Is Product Placement an Effective Form of Advertising? Product placement can be an effective form of advertising, but it can also not be. Product placement recently has been overdone, and is losing its approach on audiences and consumers. Professors Karniouchina, Uslay, and Erenburg (2011) analyzed forty years of movies and uncovered the idea that product placement has become a tactic that no longer interests viewers of major motion pictures (p. 103). Product placement is losing its approach on consumers that they are no longer interested in what the advertisers have to show. With the overuse of brands, loss of originality, and out of placement products; product placement can become less effective than what mainstream audiences realize. Three major parties are involved in this particular subject: consumers, advertisers, and production companies. Consumers are the targets the advertisers are trying to aim their products at. However, consumers have become tired of the constant product placements occuring in films. Many claim that it has been overused in recent years. According to Karniouchina, Uslay, Erenburg (2011), “Too much brand placement can result to less attention devoted to each individual placement due to clutter and information overload,” (p. 112). Most of the time, mainstream audiences has noted that placement can be so overt that the centrality of the brand can alert views of placement effects and cause resentment and “tune out,”(Scharmitz, 2003). Product placement is also ineffective when out of place. Joe Mardese made a survey that demonstrated this. In his survey, “When Product Placement Goes Too Far,” Peter Gardiner, chief media officer of Deutsche, was watching t.v. with his daughter when the Energizer bunny
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showed up during ESPN's Bound for Glory. Gardiner claims the out of place product “violates the unspoken trust the media, advertisers, and agencies have with consumers,” (2005). Out of placement can also intervene with character development in movies. According to Seipal, Freeman, and Brubaker, “movies require deep emotional involvement, and are not necessarily made up for placements because they could be perceivably disruptive,” (2017). I can agree because it would be hard to emotionally connect to the character if I kept seeing the characters interacting with products every five minutes. The Joe Mardese survey also demonstrates how the advertising agencies are involved in the matter. If not careful, they could be as much as a victim as consumers. Over the years, advertising agencies have learned that mentioning the product itself is less effective than visual only products (Delorme, Reid, Zimmer, 1994). This contributes to consumer’s claims of information overload is not necessary. For advertisement companies, products placement has also become too risky to handle, which is causing many to step down from this form of advertising. According to advertising agent Okinia Tunikova, there is too much at stake for the advertising companies and lists three major points of interest (2018). One major thing is costs for
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