Integrated Product Placement Angelic Lara and Kim Pendergrass 2012
Apple products were in MORE THAN 40% of top movies last year
Why Product Placement? The New Norm Fewer people watch TV advertisements Social media chatter is driving more purchasing decisions Less intrusive than traditional advertisements
Hollywood / Business Relationship Symbiotic Relationships Hollywood needs companies to help promote films and series Companies use the “soft sell” influence through association Products on loan Oprah’s booklist – 16 of the 46 jumped to bestsellers
Apple’s Strategy Does not pay for product placement Discussed or shown 891 times on TV in 2011 Appeared in 40% of movies that topped offices 1990’s marketing strategy change: Free devices to the film industry 1997 logo flip Mission Impossible featured 8 minutes of screen time
Modern Family It’s all about the products: Toyota, Audi and Target Turns down 90% of offers Products are made key parts of the storyline Toyota recalls – 16 appearances in 2009 Realism – Integrated into there daily lives Every second is worth $8,300
Sources cles/ /apple-the-other- cult-in-hollywood 5_importance-product-placement- marketing-strategy.html y-modern-family-still-drives-toyota orks/brands-products-modern- family-make/232271/