entertainment marketing brian gillespie may 19, 2010
TRANSCRIPT
ENTERTAINMENT MARKETINGBrian GillespieMay 19, 2010
Entertainment Marketing
Product Placement
Film Merchandising
Branded Entertainment
What is Product Placement?
The insertion of branded products or services into mass media content with the intent of influencing consumer attitude or behavior
http://www.youtube.com/watch?v=aGlFPIg0H6U
http://www.youtube.com/watch?v=R22qigXhFjk
http://www.youtube.com/watch?v=5A0-u85aAYg
Why product placement? Oversaturation of traditional advertising
outlets Reach a captive and involved audience
Product Placement History Lumiere films in the 1890s
http://www.youtube.com/watch?v=j4hP2fL8liE E.T.
http://www.youtube.com/watch?v=AfAzUAxWELU
Today it is a $3.36B dollar industry Product channels
TV Film Books Video Games Music and Music Videos
What do we know?
Placements have direct effects on different consumer attributes Brand recognition (cognition) Brand attitudes (affect) Consumer choice (conation)
Type of placements
Placement (subtle vs. blatant) on recognition and attitudes (Law and Braun 2000)
Blatant placements are more recognizable than subtle placements
Modality (auditory vs. visual) and plot connection (low plot connection vs. high plot connection) on recognition and attitude (Russell 2002)
High plot connection-auditory and low plot connection-visual placements increase attitudes
Frequency of Placements
Type of placement (subtle vs. blatant) and repetition of placement (low repetition vs. moderate repetition) on attitude (Homer 2009)
Character and Product Interactions Attitudes toward the character vs.
attitudes toward the product when the character interacts with the product (Russell and Stern 2006)
Viewer Program Liking
Program liking (low vs. high), prime (not present vs. present), and prominence (subtle vs. blatant) for recognition and attitudes (Cowley and Barron 2008)
Those who like a movie dislike placements more Distracting from the show Viewers feel betrayed
Ego Depletion
A state of mental fatigue created from the depletion of a single limited self-regulatory resource, brought on by continued self-regulation Works like a muscle Daily tasks are ego-depleting The majority of television is watched at
night during primetime television hours, when people are most likely depleted
Theoretical Model
Exposure to PP
Exposure to PP
Ego-depletionEgo-depletion
Results
Three Way InteractionPlacement, Attitudes and Recognition, and Ego-Depletion Condition
LPC HPC Not Placed
Product Placement In Literature Impact of negatively framed placements
in literature Half of you were told it was a Visio
television, half were given no television brand
The television did not work Brand attitudes toward Visio and
Panasonic televisions were measured and subjected to a one-way ANOVA
Results
The effect of the negative placement on brand attitudes toward Visio was significant at p = .08 (one way)
In other words, the likelihood that there was a significant difference in brand attitudes between conditions is 92%
Brand Attitudes
Susceptibility to Product Placement Scale development of seven different
dimensions Predisposition to product placements
The seven scales were used to create a predictive model for susceptibility to persuasion Product placement skepticism path Product placement avoidance path
Susceptibility to Product Placement Model
Film Merchandising
Merchandising is the methods, practices, and operations used to promote and sustain certain categories of commercial activity
Film merchandising refers to the commodities or products based on movie themes, characters and or images that are designed, manufactured and marketed for direct sale
http://www.youtube.com/watch?v=xvmZ9SPcTzU
Film Merchandising History
First major film merchandising success http://www.youtube.com/watch?v=-GqR1q0vaSs
Traditionally, film merchandising has been used to target kids through toys Increasing number of toys aimed at adults Clothing lines are becoming popular
Today licensed products for entertainment merchandise generate $16 billion a year
Merchandise First
Toy lines that inspired films and television shows G.I. Joe
Hasbro toy Inspired animated television show and live-
action movie
Transformers http://www.youtube.com/watch?v=yxVdqHn-tOo&feature=related
Approximately $600 million in merchandise sales after Transformers 2: Revenge of the Fallen
Branded Entertainment
The creation of original media content, specifically designed to promote a brand or product Commonly found online Attempts to create a pull strategy
drawing customers to the product through offered entertainment
http://www.youtube.com/user/Sienna?v=hiLNG153aRI&feature=pyv&ad=5073201044&kw=swagger%20wagon