Product placement involves agreements between product manufacturers and media companies where the manufacturer pays to have their product featured or used in movies, TV shows, and other media. This embedded advertising is very cost effective compared to traditional commercials, and can be highly memorable especially if the product is verbally mentioned, endorsed by celebrities, or integrated into the plot. However, some argue product placement may influence viewers' implicit attitudes without their awareness by associating brands with likeable characters.

1. Product
Placement:
Pritchett, Hanna. Coke. Digital image. Flickr. Yahoo!, 18 June 2010. Web. 19 Oct. 2016.

2. Pollock, Matt. You're Being Brainwashed to Buy Beats Speakers. Digital image. Music Mic. N.p., 25 Oct. 2014. Web. 21 Oct. 2016.

3. Product placements
are often initiated
through an agreement
between a product
manufacturer and the
media company in
which the media
company receives
economic benefit. A
company will often
pay a fee to have their
product used,
displayed, or
significantly featured
in a movie or show.2 EXAMPLE
Bud Light
Sauer, Abe. Announcing the 2013 Brandcameo Product Placement Award Winners. Digital image. Brandchannel. Interbrand,
27 Feb. 2013. Web. 21 Oct. 2016.

4. “It can’t be used as
a tank. It can’t be
used to roll over
zombies,”
- David Matathia, Director of
advertising at Hyundai.3
There’s usually guidelines set by the company that is paying for the
placement, such as Hyundai’s preferences in their car placement in the
TV show The Walking Dead.
Kane, Colleen. "7 Signs America Has Gone Crazy for ‘The Walking Dead.’" Fortune. N.p., 11 Oct. 2015. Web. 22 Oct. 2016.

5. Fongang, Flavilla. "How Does Product Placement
Work." 3 Colours Rule. N.p., 30 Sept.
2015. Web. 22 Oct. 2016.

6. The popular sitcom Modern Family aired an entire
episode from the screen of a Apple Macbook,
essentially rendering the episode as one large
advertisement/instructional video for Apple.
Viewers are so in tune
with the storyline, they
don’t notice they are
being taught the features
of Apple’s software.
The Geek Fu. Uber, Costco & the Modern Family - Science behind Product Placement. Digital image. The Geek Fu. N.p., 27 Apr. 2015. Web. 21 Oct. 2016.

7. A product can be flawlessly
displayed and used in a storyline
in a natural way without any
explanation:
Ant, C. The Top 7 Product Placements in Animated Films. Digital
image. Laser Time. N.p., 13 Aug. 2013. Web. 21 Oct. 2016.

8. Product Placement is…
RELATABLE
If our favourite characters,
celebrities, and shows use a
product, we should to!
Bird, Jay. Paula Abdul & Simon Cowell Mistake a Local Saying for a Threat.
Digital image. Celebitchy. N.p., 30 Jan. 2009. Web. 26 Oct. 2016.

9. Implicit self-identification a
term used to describe
associating yourself with an
object. When viewers watch
their favourite character on
screen using a product, they
sometimes start to identify with
the brand as a way be more like
that character they love.7
Paul. The Rights and Wrongs of Television Product Placement. Digital image. Unreality Magazine. N.p., 20 Apr. 2009. Web. 21 Oct. 2016.

10. Pena, Jessica. Do You Mind Product Placements in TV Shows? Digital image. TV Series Finale. Crave Online, 29 June 2016. Web. 21 Oct. 2016.

11. BLOCKED
Ad blockers are software that
prevent ads from appearing in the
content that viewers are consuming.5
Willey, Max. "How Effective Is Product Placement on Channel 4?" BDRC Continental. Digital Image, 26 Feb. 2013. Web. 22 Oct. 2016.

12. Adobe says that $21.8 billion in global
ad revenue will be blocked this year.5
Product Placement is in no way affected by Ad-blocking
software because its integrated into the content being
viewed, rendering it unavoidable.
Anime, Y. How To Easily Install Anti Adblock In Blog. Digital image. Yakosé Blogspot. N.p., 27 June 2015. Web. 23 Oct. 2016.

13. Product Placement is
EVERYWHERE.
• In the theatres
• On your home TV
• The Internet
Image Designed by Freepik

14. Experimental Psychologist Ian Zimmerman,
Ph.D. suggests that the only way to avoid
product placement is to stop watching TV
and Movies completely.7

15. Implicit attitudes:
attitudes that unknowingly
become associated with other
attitude objects.7
Product placement can directly
influence our implicit attitudes,
such that our attitude toward a TV
program or film becomes
unknowingly associated with
products placed in that TV program
or film.
Image Designed by Freepik

16. Product
Placement
is a
Hybrid
Message
It is a form that contains two kinds
of brand promotion
1. Advertising
It’s paid for and promotes the
brand’s product.
2. Publicity
It’s hidden, and appears natural,
and often leaves a good
impression on the viewer.1

17. • Association principle
• Emotional Sell
• Sexual sell
• Social connections sell
• Humour sell
• Celebrity endorsement5

18. • An average 30-second commercial spot costs
$50,000-$400,000 (not including production costs)
• Product placement costs a fraction of that.6

19. • 32% of viewers recall the product if the item is visually
placed;
• 53% of viewers remember it if the item is actually used;
• 60% of viewers remember it if it’s verbally mentioned;
• 71% of viewers remember it if the item is verbally endorsed;
• 81% of viewers remember it if it’s mentioned and used;1
Image Designed by Asierromero - Freepik.com

20. Product Placement
is the advertising’s
SMARTEST form.
Its…
• Cost Effective
• Memorable
• Subtle
• Relatable
• Explanatory
DoesAnyoneKnowWheretoFindMindy'sLaptop?Digitalimage.
Reddit.N.p.,June2016.Web.26Oct.2016.

21. Works Cited
Designed by Mrsiraphol - Freepik.com
1. Dudovskiy, John. "Product Placement as an Effective Marketing Strategy - Research –
Methodology." Research Methodology. N.p., 20 June 2012. Web. 24 Oct. 2016.
<http://research-methodology.net/product-placement-and-brand-placement/>.
2. "Good One to Know!" Business Dictionary. N.p., 2016. Web. 21 Oct. 2016.
<http://www.businessdictionary.com/definition/product-placement.html>.
3. Kane, Colleen. "7 Signs America Has Gone Crazy for ‘The Walking Dead.’" Fortune. N.p., 11 Oct. 2015.
Web. 22 Oct. 2016.
<http://fortune.com/2015/10/11/walking-dead-tv/>.
4. Rosenwald, Michael. "The Digital Media Industry Needs to React to Ad Blockers ... Or Else.”
Columbia Journalism Review. N.p., Oct. 2015. Web. 23 Oct. 2016.
<http:/www.cjr.orgbusiness_of_newswill_ad_blockers_kill_the_digital_media_industry.php>.
5. Matrix, Sidneyeve. ”Advertising Stratagies." Film 240. Queen’s University, Kingston. 28 Sept. 2016.
Lecture.
6. "Why Use Product Placement?" Monkey Junction Entertainment. N.p., n.d. Web. 23 Oct. 2016.
<http://www.monkeyjct.com/why.html>.
7. Zimmerman, Ian. "Product Placement Can Be A Lot More Powerful Than We Realize.” Psychology
Today. N.p., 25 Mar. 2013. Web. 23 Oct. 2016.
<https://www.psychologytoday.com/blog/sold/201303/product-placement-can-be-lot-more-
powerful-we-realize>.