TV Product Placement in Korea

This study reviewed the process of discussion and the present state related to the permission of product placement (PPL) in Korea. This study also reviewed opinions for or against PPL-related laws and regulations and the relaxation of PPL restrictions. The responses of stakeholders and PPL-related discussions of the academic and government organizations were addressed through public hearings and forums when PPL was restricted by the Broadcasting Act. Finally, this study reviewed the present state after the permission of PPL, including PPL-related laws and regulations and PPL selling methods. In January 2010, as the revised bill of the enforcement ordinance of the Broadcasting Act was approved in a Cabinet meeting, PPL was permitted for terrestrial broadcasting and cable channels. The broadcast advertising market is expected to continue expanding in the future.     

On the Ethics of Product Placement in Media Entertainment

Abstract

This study examines the ethical propriety of current trends in product placement in television and film entertainment. Historical background for the product placement concept and practice is provided. Changes in the marketing climate that have provided a push for product placement are outlined. A characterization of the product placement industry as it stands today, and the ethical issues raised by the practice frame the analysis. Three distinct “genres” of contemporary product placement are analyzed: (1) Product Placement, (2) Product Integration, and (3) Video Insertion. First, the rise of Product Placement, strategic changes in use, and increased dependence on revenues in production will be discussed. The second section examines a newly mounted form of Product Integration, whereby product placement plays a key role in content development and support of production in television and film. Third, the origins of Video Insertion will be traced to the Princeton Video Image invention of its proprietary L-VIS product. The ethical efficacy ofplacing “virtual advertisements” in space and times that do not naturally exist will be examined. The article closes with summary assessments and consideration of recommendations for action. Ethical issues focused on in the assessment include deception, artists' rights, and excess commercialism. Recommendations consider the climate for full and advance disclosure of product placements in media entertainment, the prospects for a voluntary rating system, and the threat of reclassifying product placement infused media entertainment as commercial speech.     

Product placement disclosures: Exploring the moderating effect of placement frequency on brand responses via persuasion knowledge

The aim of this study was to investigate whether or not the effects of brand-unspecific product placement disclosures in a popular music video were moderated by product placement frequency. An experimental study exposed participants to the video clip ‘Telephone’ by Lady Gaga; the product placement frequency of the brand Polaroid (zero, moderate, high) and the presence of placement disclosures were varied experimentally. The results demonstrated that placement disclosures lead to an increase in brand memory for moderately frequently and frequently depicted placements. Disclosures also activate persuasion knowledge independent of placement frequency. However, persuasion knowledge did not lead to more negative brand attitudes. The paper concludes with the implications for researchers and marketers.     

Using Trade Shows Throughout the Product Life Cycle

Abstract

Trade shows have long been recognized as an important marketing tool when introducing new products. This study examines the effectiveness of trade shows across the product life cycle (PLC). The results indicate that trade shows are an effective promotion tool for products in any stage of the product life cycle, but the nature and objectives of show use change over the life cycle.     

Product Placement of Medical Products

Abstract

Product placement is a well-established marketing technique that nevertheless continues to provoke considerable criticism and debate. Likewise, direct-to-patient marketing of pharmaceuticals is legally acceptable but is controversial among ethicists and medical professionals. Little has been published regarding the ethical challenges and pitfalls involved in medical marketing, including the issues of whether medical products should be treated differently from consumer products and whether pharmaceuticals are distinct from medical devices. Discussed are examples of pharmaceutical marketing as well as an episode from the Chicago Hope television program in which a medical device was touted as a solution for a problem for which the Food and Drug Administration (FDA) has not approved the use of the device. Legal and ethical considerations for product placement of medical products as they influence patient demand are also analyzed, as well as some of the pitfalls that may accompany direct marketing of medical products.     

传播学视野下的影视植入广告

在影视作品中植入广告的营销方式并不新鲜,当前的问题是很多广告的植入严重存在着盲目性。在传播学视野下,成功的广告植入必须保证编码的有效性,即针对特定的受众、特定的情节,特定的时机选择匹配的产品;注重产品品牌的符号信息与影视作品内容的相互构建,从中充分发挥符号互动的张力,使其影响的范围更广、时效性更长,从而达到潜移默化的宣传效果,实现最佳的营销目的。     

When Fiction becomes Fact: Effect of Reverse Product Placement on Consumer Attitudes

ABSTRACT

This exploratory study investigates the persuasive effects of reverse product placement (RPP)—subsequent commercialization of fictional brands from entertainment media into real world products—comparing it with product placement (PP). Persuasion Knowledge Model and Attribution theory were applied to frame hypotheses of effects on brand attitudes along with the constraining effect of skepticism. A mixed test design revealed presence of persuasion knowledge, recognition of persuasive intent, and negative effect of skepticism for PP, but not for RPP. RPP also had a stronger, positive effect on consumer attitudes. Potential application of RPP in new product development and adoption is discussed.     

Virtual Product Placement as a New Approach to Measure Effectiveness of Placements

Product placement is a fast growing multi-billion dollar industry, yet measures of its effectiveness, which influence the critical area of pricing, have been problematic. Past attempts to measure the effect of a placement and, therefore, provide a basis for pricing of placements, have been confounded by the effect on consumers of multiple prior exposures of a brand name in all marketing communications. Virtual product placement offers certain advantages: as a tool to measure the effectiveness of product placements; as assistance with the problem in the lack of audience selectivity in traditional product placement; as a testing of different audiences for brands; and in addressing a gap in the existing academic literature by focusing on the impact of product placement on recall and recognition of new brands.     

Product Placement Versus Conventional Advertising: The Impact on Brand Choice of Integrating Promotional Stimuli into Movies

ABSTRACT

Despite the increasingly favorable environment enjoyed by product placement, the question of whether this technique produces stronger behavioral effects than conventional advertising remains largely unexplored. Based on the transportation-imagery model, we hypothesized that, among users of well-established products, promotional stimuli produce stronger effects on brand choice when integrated into movies than when presented as independent ads, while among nonusers, no differences are expected. Our hypotheses were confirmed in a field experiment that compared the effects of a Coca-Cola placement within the movie Ways to Live Forever with the same Coca-Cola stimulus shown as a usual commercial.     

Product Placement: The UK and the New Rules

This article considers product placement as an advertising vehicle. The topic has been the subject of debate, consultation and policy making in the United Kingdom for several years, both as a matter of principle and as a requirement of EU Directive implementation. Product placement had been banned since 1954. It is now legal but limited. The article begins with a brief, historical and transatlantic view of this promotional activity. Despite resolute government statements about preserving the ban, the same administration later reversed its view. It is suggested that the change is not to obtain commercial advantage, but to avoid commercial disadvantage. It is submitted that despite the uproar these changes caused, they will only marginally affect audiences and revenues and that they amount to a reversal rather than a revolution.     

When Product Placement Is NOT Product Placement

Abstract

The development of product placement in films and television shows can be readily observed by anyone who has devoted a significant part of their lives going to the movies. The first product placements were generic and fictitious and were hardly noticed by the movie-going public. But, as the placement of real products became more prevalent, it became apparent to the serious film buff that the presence of a fictitious or clearly disguised product became more of a distraction than the use of actual products. The attempt to make serious realistic films is sometimes sidetracked by a clearly fake product that strikes at the suspension of disbelief of movie goers, particularly when they have some familiarity with the product NOT being placed.     

Acceptability and Ethics of Product Placement in Sport Video Games

Product placement in sport video games is an emerging area of marketing and advertising communication, but it also raises controversial ethical issues. In order to investigate these issues from a consumer perspective, this study examines the perceptions of the acceptability of product placement in sport video games (SVGs). Data were gathered from 253 sport video gamers using an online survey. The results indicate that while sport video gamers generally have favorable attitudes toward product placement in sport video games, ethically-charged products such as alcohol, cigarettes, and guns are perceived as less acceptable than other products. Individual differences among sport video gamers are found based on their related attitudes, hours of playing sport video games, and gender. Also, sport video gamers who have favorable attitudes toward product placement, in general, are more likely to intend to purchase a product or brand which may be placed in sport video games.     

Product placement practices in prime-time television programmes in Hong Kong

ABSTRACT

Product placement research tends to show how product placements impact consumer behaviour but less research examines the nature of product placement execution. This is the first study to examine product placement execution in Asia focusing on Hong Kong prime-time television programmes. Specifically it explores the prevalence of brand appearances, characteristics of programmes linked to brand appearances, features of placed brands and products, modality of brand appearances, character interaction with placed products and the placement context. It was found that integrating brands in television programmes in Hong Kong seems to be well supported by advertisers, with one brand appearing in every 11 minutes of programming. Less than half of brand appearances were disclosed at the end of the programmes, while none were disclosed prior to the programme which raises questions about regulation of the practice. Results of the analysis provide useful insights into the practice of product placement in this fast growth context and its (dis)connection with existing product placement literature.     

Examining the Covert Nature of Product Placement: Implications for Public Policy

As consumers become better educated and more skeptical of traditional advertising, alternate forms of marketing communication have emerged that aim to influence audiences unobtrusively. One such example is product placement. Product placement has attracted ongoing debate as to whether it is covert, unethical, and influences consumption. The current article examines the nature and practice of product placement in this light. This taxonomy of product placement attributes is based on current marketing practice and examines whether this is, indeed, a covert marketing strategy. Further, it presents a conceptualization of the influence of product placement on consumer welfare. We highlight that the many forms of product placement necessitate independent evaluation to determine ethical and regulatory standards. Operational solutions for developing public policy are offered.     

Key Factors in Understanding Trends in Hollywood Product Placements from 2005 to 2015

This study updates extant product placement research by identifying the evolutions in product placements between 2005 and 2015 in top grossing Hollywood films. Using a quantitative content analysis, this research also offers insights into how production costs impact the use and implementation of product placements. The findings revealed films with lower production costs have significantly more placements overall, products are on screen longer, more brands are in films, products are mentioned and shown more often, and films contain more character involvement. Significant increases were found between 2005 and 2015 in all variables except the number of brands and length of placements.     

Measuring the Impact of Product Placement on Children Using Digital Brand Integration

Recent marketing literature has called for more research that focuses on the influence of new media on children and, specifically, the use of product placement. The objective of this study was to analyze the impact of food and beverage product placements on children of different ages. Using an experimental approach, groups of children viewed the same television program, but with either healthy products or unhealthy brands digitally inserted. A detailed survey then measured aided and unaided recall and immediate choice behavior. In total, 225 children from two schools took part in the experiment. The results indicated strong recall for the products placed, especially for the unhealthy products, and particularly among older children. However, the placements had only a modest influence on immediate behavior, with regression analysis suggesting that the packaging was more significant in influencing choice. Theoretical and practical implications are discussed.     

An Exploratory Content Analysis of Product Placement in Top Grossing Films

ABSTRACT

The current study examines the prevalence and characteristics of brand appearances in the top grossing films broadcast in the United Kingdom (U.K.) and Hong Kong (H.K.). An average of 13 brand appearances per film was recorded and similarities and differences in brand execution features were revealed in the two cultural markets. Most of the films registered on the U.K. and H.K. top grossing lists are US production, which demonstrates that product placements are increasingly exported to other cultures. It suggests the importance of examining product placement effectiveness across cultures and provides valuable insights for brand practitioners.     

A Critical Realist and Multimethodology Framework for Product Placement Research

This article contributes to the existing literature by examining the appropriate philosophical and methodological foundations for research in marketing communication that has yet to be discussed. In particular, this article argues that the ontological, epistemological, and methodological underpinnings of a critical realist paradigm could be a meaningful alternative to the predominant positivism in product placement research. Under a critical realist framework, several unexplored areas in product placement research are identified and a multimethodology approach is proposed to expand the scope of knowledge in the field. The discussion ends with some ethical concerns and the major contributions to the discipline with regards to Habermas's three worlds: the material, social, and personal worlds.     

Effect of Message Interactivity on Product Attitudes and Purchase Intentions

ABSTRACT

Social media increasingly allows consumers to interact with businesses, although the effects of this novel technology in the context of public relations are under-examined. Consistent with the ideas proposed by the Elaboration Likelihood Model, the present study conducted a 2 × 3 online experiment with a sample of 131 participants to examine the effect of message interactivity and source authority on consumers' ad attitudes, brand attitudes, and purchase intentions. Message interactivity had a positive effect on ad effectiveness via the indirect pathway of perceived informativeness. These findings relate to the ELM in that they suggest that users processed information more centrally than peripherally, or that interactivity had a larger effect on consumer attitudes than authority. Theoretical and practical implications of study results are discussed.     

Name Dropping and Product Mentions: Branding in Popular Music Lyrics

Product placement provides a unique advantage over traditional advertising as it can be integrated into program content through a symbiotic relationship. A content analysis of the Billboard year-end top 20 songs for Rap, Country, R&B/Hip-Hop, Adult Contemporary, Rock, and Pop over five years (2009–2013) was conducted to determine the use of celebrities, product placement, and nonbranded product mentions in song lyrics. Results found male artists used celebrity mentions and product placement more than females, Rap contained the most mentions (73% of songs), clothing and shoes was the most prevalent product category, musicians were the most common type of celebrity mentioned, and nonbranded product mentions were in 54.5% of songs. The paper concludes by discussing practical implications of utilizing branded, nonbranded, and celebrity mentions in song lyrics.