1 / 13

Advertising

Leo
Download Presentation

Advertising

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

    1. Advertising

    3. History Reese’s Pieces in “E.T.”: product placement agencies flourished in the early 80's as the “E.T.” scenario was pitched to every product brand manager. Process: Placement agents read scripts and meet with set designers to find scenes where their clients’ products can be placed in the set or written into the dialogue. “The goal is to include brands that add verisimilitude to the movie or program, that give subtle exposure to brand names, and that persuade in an unobtrusive manner” (Avery & Ferraro). Placements in movies are unregulated and “usually” result from paid contractual arrangements. Placements in television programs are usually unpaid because the FCC has sponsorship identification rules governing paid placements in this medium. Lackey VS. Snyder: Lackey argues that product placement stems solely to induce the viewer to purchase the product. Snyder argues that the speaker in the situation of the product placement is the TV producer who is using commercial messages for artistic effect and/or verisimilitude. In your opinion, do you feel that the expected influx of product placements in television programming will jeopardize the artistic integrity of shows when conflicting interests of marketers and creative content producers collide?

    4. Trends 41% of US consumer homes will be equipped with DVRs by 2008, which allow consumers to skip thru commercials Placement industry is at $3.46 billion in 2005 High and low involvement Interactive media has more individualized commercial content. Strategies are integrated cross platforms. In today's instant gratification society, will people ever seek out advertising for the sake of personalization?

    5. New Media The attitude of a consumer toward a specific medium can radically alter how the media affects the consumer World wide web; customization and control Volkswagon Burger King Mobile phones; restaurant search, directions Vindigo Digital assistants; PDAs (Palm, Treo, BlackBerry) Can you identify a form of interactive media advertising and then identify with it? Are there any that make you feel good, entertained, or leave you with a positive impression? Vwfeatures.com Vindigo.comVwfeatures.com Vindigo.com

    6. The Television Series Genre Theory A branch of literary criticism aimed at classifying texts in accordance with attributes specific to one genre but not others. In this case, the subject is the sitcom. Sitcoms are particularly genre-bound Serialization of sitcoms creates potentially long relationships with characters – shows that are on for nine or ten seasons have a big impact on viewers. Each episode in a serial contains the same characters, designed to be familiar, recognizable and stereotypical. Sitcoms work to create characters that are relatable and familiar. Parasocial Theory Research of viewer-character relationships informs the processes whereby attitudes and relationships develop between viewers and television characters. Following a single episode, viewers are likely to develop attitudes towards characters that reflect the overall attitude of the characters – long term viewing is essential to attachment process The temporal longevity of sitcoms over a number of seasons (Friends with nine seasons, Fraiser eleven – makes them especially suitable as loci of parasocial attachment and want to vicariously participate in their lives Balance Theory; Triadic Model Balance theory explains and individual’s desire to maintain consistency among a triad of linked attitudes The Triad: Person 1 strives for balance in his or her attitude toward another person (person 2) and with an object associated with Person 2. Attitude Valence: Liking/Disliking; Association: Strength/Weakness

    7. Branding Ferraro & Avery; Recall of products Gupta and Lord movie study – studied prominence and size of branding Placement on TV: Advertising Age studies Content analysis of programs on Big Three + FOX later on during a single 24 hour period 1990: 818 instances of recognizable branded product or mention of a brand name found 1993: 1,035 found – 75% of brand appearances were very clear; 4.4% not very clear Study somewhat limited Associations with a brand Stewart, Ward, Pavlou, Ward Cognitive response theory – receivers of communications actively process information as it is received by generating thoughts Elaboration Likelihood Model (ELM) – Two characteristics that have received the most attention from researchers are the ability of the receiver to use the information and the involvement of the receiver – relates to branding

    8. Ethics Appearance of celebrity endorsement versus verisimilitude of plot line Hazardous products such as tobacco allowed in product placement but not in advertising Potential dangers: Inaccurate depiction of product Symbolic environments Social Learning Audience awareness of product placement’s intentional or unintentional persuasion Implications: Fairness to consumer Subliminal advertising Vulnerable targets Given that younger audiences lack the ability to differentiate between commercial content and program content, do you think that product placement in programming geared towards children through age seven should be completely prohibited? If not entirely, under what circumstances should product placement be prohibited in children’s programming? Bullet 1 - discuss debate between blatant advertising and product placement for sake of realism (see clip of You’ve Got Mail from http://www.brandhype.org/videos/BTS-1.mov (last 1/8 of video) Bullet 2 - discuss symbolic environment that can be persuasive in forming cultural values (Gerbner et al. or social learning theory (Bandura) Bullet 3 - Fairness to consumer: paying to watch commercial (films). Vulnerable targets include children and less educated.Since alcohol and tobacco aren’t typically marketed toward kids, harmful behavioral models can be created through the product placement of fast food companies in children’s programming. E.g. Ninja Turtles & Dominos Pizza. Bullet 1 - discuss debate between blatant advertising and product placement for sake of realism (see clip of You’ve Got Mail from http://www.brandhype.org/videos/BTS-1.mov (last 1/8 of video) Bullet 2 - discuss symbolic environment that can be persuasive in forming cultural values (Gerbner et al. or social learning theory (Bandura) Bullet 3 - Fairness to consumer: paying to watch commercial (films). Vulnerable targets include children and less educated.Since alcohol and tobacco aren’t typically marketed toward kids, harmful behavioral models can be created through the product placement of fast food companies in children’s programming. E.g. Ninja Turtles & Dominos Pizza.

    9. Ethics

    10. Regulations FCC sponsorship identification rules governing paid placements on television requires disclosure of sponsor list Loophole: Unpaid product placements and products placed that are reasonably related to content. Motion pictures and films repurposed for television are exempt Commercial speech is a legal term referring to speech that proposes a commercial transaction. Labeling product placement as speech potentially provides increased regulatory power over entertainment content primarily intended for entertainment purposes. Supreme Court cases Pittsburgh Press Co. v. Pittsburgh Commission on Human Relations (1973) defined commercial speech as speech that does no more than propose a commercial transaction based on content of speech and motivation of speaker. Posadas de Puerto Rico v. Tourism C. of Puerto Rico (1986): mere mention of product constitutes proposal for a commercial transaction and is commercial speech. Central Hudson Gas & Electric Corp. v. Public Service Commission of New York (1980) emphasized importance of speaker identity in determining whether speaker is proposing commercial transaction. In what scenarios do you think product placement should be classified as commercial speech? Provide current examples to support your answer. Bullet 1 Bullet 2 - One of the safeguards of labeling all product placement as commercial speech is the prevention of exaggerated claims, misleading comparisons and all other strictures observed by ethical advertisers. See video regarding drawing line between commercial speech and realistic product placement portrayals. http://www.brandhype.org/videos/BTS-1.mov Bullet 3 - Together these court rulings suggest that the current Court would view any speech or mixed speech designed to persuade consumers to purchase a product as commercial speech. Problem with that is debate over what is considered content that is intended to persuade. Lackey and Snyder debate about product placement as sales tool or reality enhancer discussed earlier.Bullet 1 Bullet 2 - One of the safeguards of labeling all product placement as commercial speech is the prevention of exaggerated claims, misleading comparisons and all other strictures observed by ethical advertisers. See video regarding drawing line between commercial speech and realistic product placement portrayals. http://www.brandhype.org/videos/BTS-1.mov Bullet 3 - Together these court rulings suggest that the current Court would view any speech or mixed speech designed to persuade consumers to purchase a product as commercial speech. Problem with that is debate over what is considered content that is intended to persuade. Lackey and Snyder debate about product placement as sales tool or reality enhancer discussed earlier.

    11. Sports/Live Television Product placement is a billion dollar business Sports venues have become marketing vehicles in and of themselves E.g. Gillette Stadium, Arrowhead Pond, Pac-Bell Park, etc. Professional Organizations NFL, NBA, NHL, MLB, NASCAR

    12. Sports/Live Television U.S.C. alone receives over $8 Million per year from corporate product placements and sponsorships Nike - $2 million in cash and product Shoes, Jerseys, Pants, Footballs, Wristbands Gatorade- Official sports beverage of U.S.C. Trojans Water bottles, Coolers, Exclusive sideline rights Oakley Visors, Coach’s Eyewear Muscle Milk Official performance protein of U.S.C. Athletics AT&T Coach’s Headwear and communication systems; Galen Center founding partner www.attgamedaydelivered.com 100+ NCAA Division 1 college teams

    13. Conclusions Consumers align their attitudes toward products with characters attitudes to products, and this alignment process is driven by the consumer’s attachment to characters When character’s attitude toward the product is negative, the ConsParaChar significantly effects the ConsAttProd if the character-product association is strong. If consumers perceive a positive connection between the character and the product, then the ConsParaChar affects ConsAttProd positively regardless of character-product association strength Consumer attitudes toward a product are a function of the valence and strength of character product association in the program and the valence and strength of consumer-character attachment Do you believe it is deceptive to place branded products in programs if viewers are not aware of the persuasive intent?

More Related