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Task avoidance: This can be experienced in purchasing a new car. A purchaser may have a running car but experiencing problems it and may have had the car for a long time and perhaps developed many memories while using the vehicle. Or it can be a simple as not wanting to take on a new car payment. One tactic marketers have used, it to play into the consumers needs. If they like road trips with their family or dogs, the commercial can play into the spaciousness and comfort of the new vehicle. Adding the modern conveniences of a more technical vehicle. In addition, adding very low finance rates and terms along with speaking to its award-winning reliability and comprehensive warranties.
Unpleasantness: Some dealership removed many of the unpleasantries in the car buying process. Marketers appealing to the consumers, allowing for more information posted online, consumers can conduct online research, without the added pressure of a sales person and even making a purchase online with a no hassle approach to car buying.
Time pressure: Again, inviting the purchaser to research or shop cars online removes many of the stressors. Also, by providing them one low prices "all the time" means there is the perception the deal they're getting is the same at the beginning of the month or at the end of the month.
Eric Greenleaf and Donald Lehmann (1991),"Causes of Delay in Consumer Decision Making: an Exploratory Study", in NA - Advances in Consumer Research Volume 18, eds. Rebecca H. Holman and Michael R. Solomon, Provo, UT: Association for Consumer Research, Pages: 470-475.
Discuss the different types of product placement, and determine which products are more used in these types of communication.
There are many ways of using product placement on TV: it can be physical, virtual, seen but not used, mentioned, contextual or even unbranded.
For example TRESemme partnered with Britain and Ireland's Next Top Model on Sky Living and used a combination of virtual and actual placement.
Product used onscreen: Samsung and The X Factor. Samsung was seamlessly integrated into the show's storyline, putting devices into the hands of the talent and judges and producing exclusive content illustrating the product benefits and innovation in a human way.
Product seen clearly but not used: It is part of the set and fits with the scene. For example, Kenco Millicano coffee on Sunday Brunch or Nestle Dolce Gusto placing their new coffee machine in the background of the cooking section on This Morning on ITV, whilst Karcher. Pressure Washers digitally inserted their products into episodes of Tommy's Fix It Yourself on Discovery Real Time
Verbal mention: It could be that your product is not seen but has a verbal mention. It must be appropriate and fit with the scene for e.g. "May I have a glass of Perrier please?"
Contextual: This could be a digital poster placement in a natural setting within the program.
Thinkbox. (2015, November 15). Types of Product Placement. Retrieved from https://www.thinkbox.tv/How-to-use-TV/Sponsorship-and-content/Product-placement/Types-of-Product-Placement
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