Research
PQ Media Forcasts
PQ Media forecasts that global paid product placement spending will grow at a compound annual rate of 27.9% in the 2005-2010 period to $7.55 billion, as product placement growth continues to significantly outpace that of traditional advertising and marketing. The overall value of the worldwide product placement market, including the barter/exposure value of non-paid placements, will increase 18.4% compounded annually to $13.96 billion in 2010
Does branded product placement in film enhance realism & product recognition?
Product placement in films receives renewed focus in integrated marketing communication (IMC). One of the main concerns with regard to product placement as a marketing communication tool is that marketers have little knowledge if consumers are aware of product placements or recognize products that are deliberately placed in feature films by marketers and advertisers. The following specific research objectives were put forward to determine; if product placements in films increase realism of the film and respondents recognition of brand name products placed in a film. These objectives were tested by questionnaire, distributed to 220 undergraduate respondents in the age bracket of 18 to 24 years. Respondents were exposed to film stimuli containing product placements and thereafter were required to complete the questionnaire at a university in Pretoria.
A conclusion drawn from the findings was that product placements in films do have an effect on the realism of the film. Branded products placed in films are thought to inject a sense of realism into the film. It was further concluded that product placements in films prompted brand recognition among respondents. The main findings and conclusions of this research maintain that the prominence of a product placement in a film affects the consumers ability to recognize the placed product. The more prominent a placement is in a film, the greater the likelihood that consumers will recognise it. It is recommended that marketing and advertising managers should strategically place their products prominently in films and television programs in order to guarantee the desired impact thereof.
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Nielsen Measures The Impact Of Product Placement
Nielsen Media Research announced today the completion of its first ever Product Placement Valuation Study, and the availability of those findings to clients. Most interestingly, the study found that 57.5% of viewers recognized a brand when viewing a product placement in combination with a commercial as compared to 46.6% of those viewers exposed only to a commercial for that brand. Overall, the study demonstrates and quantifies the value that product placement contributes to traditional television advertising.
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Nielsen Measures The Impact Of Product Placement
Whether you call it "product placement" or "brand integration", it's big – and it's growing. According to a recent report by researchers PQ Media, product placement in movies, television shows, video games and even song lyrics is set to treble by 2010. Dianne Bayley looks at this growing trend.
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Preview to the 2008 brand cameo Products Placement
Awards by Abram Sauer This week, brand channel freelance writer Abram Sauer takes a unique look at product placement in films. Spanning his last published review in January 2007 through June 2008, his annual assessment of product placement offers an insightful and revealing evaluation of the good, the bad, and the ugly when Hollywood intersects with advertising.