product integration --what is it ? dose it work ? tarun kakkar & victor chang
TRANSCRIPT
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Product Integration --What is it ? Dose it work ?
Tarun Kakkar
&
Victor Chang
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What is it ?Product Integration So-called “ Product Placement “ Showing the actual product or an ad for it as p
art of a media. Movies, TV show, Internet…
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Who is the First ?
Product Integration as a paid, strategic marketing tool began to receive greater attention from ……
E.T The Extra-Terrestrial (1982)
-- Hershey ( 65% sales increased)
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Three Levels of Product Integration
Visual product Integration So-called screen placements
http://www.canwestmediasales.com/television/nontraditional/opportunities/movies/wil_0012.html
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Three Levels of Product Integration (Cont.)
Script Product Integration It refers to the brand being mentioned in a
script
http://www.canwestmediasales.com/television/nontraditional/opportunities/movies/tra_0010.html
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Three Levels of Product Integration (Cont.)
Plot connection Refers to the degree to which the brand is int
egrated in the plot of the story
Minority Report ( 2002)
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Lexus
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How does it work It simply happens Its arranged and a certain amount of product
serves as compensation Its arranged and there is financial compensat
ion
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Strengths of Product integration
Exposure Frequency Support for other media Source Association Cost Recall By passing regulations Acceptance
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Limitations of Product Placements
High absolute cost Time of exposure Limited appeal Lack of control Public reaction Competition Negative Placements
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Product Integration
Does it work ?
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Product Integration in movies
Risky Business, Top Gun – Ray Ban sunglasses Men in Black II - Ray-Ban sunglasses, Mercedes Be
nz, Sprint, Burger King James Bond (World is not enough) – BMW Z8 You've Got Mail - America On-Line (AOL), Apple, IB
M and Starbucks The Firm – Jamaican Beer “Red Stripe” was shown
and sales increased by 50% in US
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Product Integration in Television
American Idol - Host Ryan Seacrest mentions AT&T wireless each time a contestant finishes his/her song. Fans can submit their vote as a text message if, and only if, they have AT&T wireless.
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Product Integration in Books
The Hershey's Milk Chocolate Bar Fractions Book, by Jerry Pallotta
The Hershey's Kisses Addition Book, by Jerry Pallotta, Rob Bolster
The Oreo Cookie Counting Book
ex - Children will love to count down as ten little OREOs are d
unked, nibbled, and stacked one by one...until there are none!
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Product Integration in Video Games
Play Crazy Taxi and a lot of your passengers will ask you to take them to Pizza Hut or KFC
Die Hard: Nakatomi Plaza and you'll see Zippo lighters and Motorola cell phones
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Product Integration in Songs
Take me out to the ball game,Take me out with the crowd.Buy me some peanuts and Cracker Jack,I don't care if I never get back,Let me root, root, root for the home team,If they don't win it's a shame.For it's one, two, three strikes, you're out,At the old ball game
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Examples
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Example-American Idol
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Example- I Robot (Will Smith)