Is product placement effective? Facts!
In 1965 the current 34% of consumers remembered ads. In 1990 this figure dropped to 8%. ACNielsen Company made in 2007 by thousands of consumers to the phone survey and found that the average person is able to appoint 2.21 of all ads that have ever seen.
Product Placement in numbers
According to a study done by PQ Media, paid in 2006, companies around the world $ 3.36 billion for promoting their products in TV, movies and clips. In 2007 it was 4.38 billion and forecast for 2010 is estimated at $ 7.6 billion.
History of Product placement
Product placement began to flourish in the thirties of the 20th century. In 1932 the company paid dútniková White Owl Cigars for advertising in the movie Scarface (Scarface), 250 000 dollars. (The hero Paul Muni had the dútniky smoking in the movie.)
The Spielberg film ET boy deploy pieces of Reese's Pieces candy from Hersley's. One week after the premiere of Reese's Pieces sales tripled within a few months more than 800 theaters across the country began selling Reese's Pieces.
Since the ET Gun and Pog increased product placement in movies.
- Die Another Day (continuation of the famous James Bond), 2002, placed 23 brands in 123 minutes
- Transformers, 2007, 68 brands
- Casino Royale, 2006, FedEx, Omega Watches, Vaio, Sony, Louis Vuitton, Ford ...
Product Placement in Casino Royale (2003)
Coca-Cola as a product placement in American Idol
11th he June 2002, the Pop Idol (UK TV show) moved to the United States called American Idol.
American Idol has three main sponsors: Cingular Wireless (acquired by AT & T), Ford Motor Company and Cola-Cola.
The program will show American Idol 30-second commercial spots for Cola-Cola, CW (now AT & T) during commercial breaks, but the product is strikingly shown during the show itself. Before him, all the judges cups with Coca-Cola. The very judges and contestants sit on chairs or sofas, which have rounded contours, designed to look like bottles of Coca-Cola. Coca-Cola is seen about 60% of the time the program American Idol.
Coca-Cola presents American Idol Behind the scenes (Top 20)
Ford's three main sponsors of the only advertiser that has not been a part of a plot TV show. The $ 26 million goes directly to the classic 30-second commercials.
Volunteers neuromarketingového research [1] (Los Angeles, 2,081 volunteers from America, England, Germany, Japan and China) have been dropping 20 log manufacturers, each of which was previewed for 1 second. Commercial relkamy some companies were broadcast during the American Idol, including Coca-Cola, Ford and Cingular-u (AT & T). - Were named as brand logos, logos of other companies that their products in the program were not known as no-brand logos. Then the volunteers were released 20-minute edition American Idol and a part of another program. When volunteers dopozerali for both shows, they were dropping again in the same order log file, 3x in a row.
After viewing the program, volunteers showed better memory for brand logos, as unbranded. Brand logos are strategically intersect during the suppressed ability to recall-brand logos.
In control tests showed that the audience views the program remember the ad for Ford less than you handled it before the start of the study.
Coca-Cola occupied 60% of the duration of the show American Idol, cleverly placed pots, furniture reminiscent of the shape of a bottle of Coca-Cole red walls, on the other hand, Ford paid for a classic ad that does penetrate into the program.
The results showed that you do not remember the brand, which are an integral part of the storyline. Products that are part of the story, just do not increase our ability to remember them better but also reduce the opportunity to remember other brands.
Product Placement To be effective, the product must be in the story make sense.
- The said neuromarketingová study began in 2004, lasted almost three years and cost approximately $ 7,000,000 (paid her multinational companies). The Centre for Neuroimaging Sciences in London, 200 researchers, ten professors and doctors evaluated with fMRI scans (showing device features magnetic resonance imaging, measures the amount of blood oxygenated throughout the brain and can pinpoint an area the size of a millimeter) and SST (quick scans brain waves in General of the time), brains of 2,081 volunteers.
Information source:
- Lindsrtom, M. Buyology: Truth and lies about why we buy . Doubleday Business, New York, 2008, p. 256, ISBN-13: 978-0385523882
