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Product Placement as Marketing Approach

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Nataly Kotlyarevska
Nataly Kotlyarevska

This is a web version of Maria Ivanova (KSAN) presentation at Marcus Evans Product Placement Conference in Prague, 26.06.08

BusinessTechnology
1 of 31
Marketing Alternative: Product Placement approach
Media channels response fall: ,[object Object],[object Object],[object Object]
Consumer
Consumer Channels Web brand Press brand BTL brand Radio brand TV brand Movies brand Outdoor brand Competition brand
Movie: The Break Up http://youtube.com/watch?v=D3qltEtl7H8
What parameters don’t we consider? ,[object Object],[object Object],[object Object]
Brand Brand Brand
Lovemark Lovemark Lovemark
Incentive to buy… … again … again … again
Product placement approach to marketing: ,[object Object],[object Object],[object Object]
Product placement approach to marketing: valuable perception relationship
valuable
Ironiya Sudby
Ironiya Sudby ,[object Object],[object Object],[object Object],[object Object]
Ironiya Sudby product placement has already got goat to everyone People reviews: That is worth nothing
B BUY!!!
[object Object],[object Object],[object Object],The product is in center all the time. But…
WHY?
perception
[object Object],5 BMW Films by leading Hollywood directors: Guy Ritchie, Wong Kar-Wai, Ang Lee ,[object Object],[object Object]
[object Object],Multimedia Rezeda-Test: what a flower are you? ,[object Object],[object Object]
relationship
Stormhoek: wine and blogs
Stormhoek ,[object Object],[object Object],[object Object],[object Object]
Stormhoek
Stormhoek 100 weblogs postings Sales increased by 6 The most efficient ads campain in 2006 by AdAge
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
consumer Content Lovemark brand
Maria Ivanova [email_address]
 

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Product Placement as Marketing Approach