ТРЕНД. Научный альманах

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Факультет маркетинга

Российского экономического университета им. Г. В. Плеханова

Научный руководитель

Фоминых Наталия Юрьевна

Профессор кафедры ИЯ№1

Российского экономического университета им. Г. В. Плеханова

Abstract

This article discusses the use of Product Placement advertising technology in modern cinema, as well as specific examples of using Product Placement.

Key words: Product Placement, advertising, movies

Product Placement is an advertising technique where props are used in movies, TV shows, computer games, music videos, or books that have a real brand. This is a type of BTL advertising. In this type of advertising, the viewer is shown the product or logo while watching. On top of that, the product may even be mentioned in the production as a high quality product. This type of advertising has become a very relevant topic. According to an online survey by WPP Groups Lightspeed Research, 75% of Americans say that the large number of brands on television and in movies make it difficult to follow and enjoy the storyline. Also, experts believe that due to Product Placement, the line between reality and advertising has become blurred.

The features and formats of Product Placement are clear today, but the question of the effectiveness of this type of advertising is still open. Even abroad, where the new advertising technology developed years ago, its effectiveness is not well studied. Such research is quite expensive. Therefore, instead of conducting expensive surveys, companies prefer to place hidden ads in other projects. Many Western film companies offer focus group testing, but even they themselves are skeptical. Therefore, the main problem of Product Placement is unpredictability. Results have shown that using Product Placement can increase sales. For example, developers of online games say that the memorability of information obtained from advertising in the game is ten times higher than that of a 30-second TV video. At the same time, one should understand that Product Placement cannot replace direct advertising. As an integral part of marketing, it must complement other means of promotion. However, Product Placement technology makes it possible to show the product to the consumer in real life.

In the past few years, PP has become increasingly popular in Russia. PP technologies have amazed even old-school directors and screenwriters and are now actively used by Russian producers of TV series and feature films.

Product Placement is a relevant topic for consideration for a number of reasons: first, in Russia, PP is just beginning to gain momentum. Second, there are conflicting points of views regarding this type of activity. And third, PP is one of the most dynamically developing trends for the promotion of goods and services.

Some experts consider this technology as advertising, some consider it as a marketing tool, while others consider it a branding technology.

Product placement is often used very intelligently. In films, for example, products are displayed where they normally would be in real life. Therefore, the audience is not bothered by such placement, and the placement of the product does not distract the consumer. The product is promoted and the consumer is happy.

Product Placement in films, for example, provides a limitless number of creative opportunities for advertisers to sell their products. As long as the directors and producers agree, there are thousands of opportunites for companies to sell their products. If a film is successful, these products not only will be seen millions of times on the screen, but will also be indented into the minds of all of those that see the film.

The goal of Product Placement is to shift the focus of the consumer for just a split second. If the star of a film uses the product, for example, then the product will get even more attention. This is one advantage of product placement in film.

It is known that celebrities can shape the tastes and preferences of the population. Psychologists have long noticed one thing: that consumers always wants to be like the movie characters that they see in films. Therefore, if the consumer can’t look the same or have the same personality as the star, then it is still possible to share something with them by having the same stylish glasses, the same brand of car, etc.

A series of American studies have shown that viewers get irritated when they cannot clearly see the name of the airline in a movie or the brand of watch a character wears, for example.

According to Gallup Media, movies and series will be one of the highest-rated programs on television. People prepare for their viewing and may even postpone all plans in adavnce. As Gallup’s per-second analysis shows, the rating of the ad block in the TV program is 40—60% lower than the rating of the program itself. When placing a product in a TV series or feature film, the viewer cannot avoid contact with the advertised product, since it is so strategically placed. Advertisers, who place their products in movies, are able to accurately determine the percentage of people who see the ad without the additional cost of expensive research and analysis. In short, the number of people who saw the product or service is equal to the number of people who watched the movie. This cannot be said about traditional advertising. Also, there are no expenses for coming up with the concept of the video, casting actors for it, and for the shooting itself.

If we consider the Russian market of Product Placement, at this stage it is much more profitable to place the product directly in the movie than to conduct open advertising. This is due to the fact that recently there has been an increase in prices for placing TV ads by an average of 30—40% annually. Considering that such price increases will be present for another 5—6 years, only very large manufacturers will remain on the TV advertising market.