ADPR3100 Issues Ch 9 - ADPR3100 Issues Book Chapter 9: Pay...

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ADPR3100 Issues Book Chapter 9: Pay to Place: Product Placement Comes on Strong What is Product Placement? - Shot/mention of branded consumer product as result of studio-marketer transaction - Cultivate relationships helps lead to product placement - Several definitions o Brand appearances. Deliberate promo. Formal agreements o Purposeful incorporation of brand into entertainment o Madison and Vine : book about ad and entertainment prod. placement epitomizes blur of line between the 2 - Important differences o Ad- regulated practice and attempt to communicate product utility o Placement- lack any info value about brand - E.T. Success- Reese’s Pieces o Sales increase 65% - Exciting Growth o 2005: $3.4 billion o Included in marketing mix of over 1000 brands - Why is it used? o Defray costs of production (companies eager to get exposure pay) o Well-placed brands can influence the quality of the narrative How Does it Work? -
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This note was uploaded on 09/07/2011 for the course ADPR 3100 taught by Professor Reichart during the Fall '07 term at University of Georgia Athens.

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ADPR3100 Issues Ch 9 - ADPR3100 Issues Book Chapter 9: Pay...

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