Product Placement in Successful Films

Introduction "Value of product placement in successful movies: event survey analysis" is an article by Michael A. Wiles and Anna Danielova in "July 2009" Marketing Magazine. In this paper, we describe the results of event research aimed at clarifying the relationship between movies with high box office income in 2002 and stock prices of participating companies. Suppose researchers discuss the results of past research by other scholars. By studying the results of previous research, researchers came up with six hypotheses.

The publication of products in movies including movies produced in the United States and broadcast all over the world is not subject to statutory supervision. Each movie studio currently has its own internal regulations on product placement (G. Dawson, Personal Communications, 2003), according to the industry group responsible for product assignment in the United States, Entertainment Resource and Marketing Association (ERMA). In 1992, more than ten years ago, the Federal Trade Commission (FTC) refused the request to regulate the placement of film products. Requests from Business Research Center (CSC) and other organizations require manufacturers to pay for their products in the movies to disclose this fact to the audience.

You may not have noticed, but placement of products on movies and TV shows is awkward. The ubiquitous brand project that appears in Hollywood movies without awareness of audiences is based on the creative ingenuity of producers and marketers. Since the movie industry began, product placement including the use of brand products in feature films has been used (although humble than the current method). Placements vary from a snapshot of the simple scene background logo to the central focus of the script itself. More research is needed to monitor the impact of product placement on consumer behavior, but still billions of dollars a year are spent on product placement. When Hershey's Reese's Pieces succeeded in large ET, when the movie debuted, Candy's sales increased by 85% and marketers enthusiastically accepted the use of product displays to promote their products (Wasko)

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There are many advantages to placing items in a movie. I saw examples of successful product placement and failed product placement in Hollywood and China. Once they are done correctly, this place will benefit both movies and brands. It guarantees the film production budget, covers the promotional budget, gets extra exposure to the movie with the star, and makes the movie more realistic. Good product placements are the same as regular ads. It must be with the correct product, the correct movie and the correct moment. The product itself should be part of the story. Also, in the movie, it is necessary to clearly display the brand value and prepare. This product is suitable for movies. The used product should be the main character of the movie. It should be "necessary" in the movie and should not be "planted". This movie is suitable for this product: Film is suitable for display products