Integrated Product PlacementAngelic Lara and Kim

Pendergrass 2012

Apple products were in MORE

THAN 40% of top movies last year

Why Product Placement?

The New Norm

Fewer people watch TV

advertisements

Social media chatter is

driving more purchasing

decisions

Less intrusive than

traditional advertisements

Hollywood / Business Relationship

Symbiotic Relationships

Hollywood needs companies

to help promote films and

series

Companies use the “soft sell”

influence through association

Products on loan

Oprah’s booklist – 16 of the

46 jumped to bestsellers

Apple’s Strategy

Does not pay for product placement

Discussed or shown 891 times on TV in 2011

Appeared in 40% of movies that topped offices

1990’s marketing strategy change: Free devices to the film industry

1997 logo flip Mission Impossible featured

8 minutes of screen time

Modern Family

It’s all about the products:

Toyota, Audi and Target

Turns down 90% of offers

Products are made key parts of the

storyline

Toyota recalls – 16 appearances in 2009

Realism – Integrated into there daily

lives

Every second is worth $8,300

Sources

http://www.businessweek.com/articles/2012-05-10/apple-the-other-cult-in-hollywood

http://www.ehow.com/info_7830015_importance-product-placement-marketing-strategy.html

http://www.businessinsider.com/why-modern-family-still-drives-toyota-2010-3

http://adage.com/article/mediaworks/brands-products-modern-family-make/232271/