1. Adviser: Dr. Peter Huang
黃薏潔 Tiffany Huang
郁晨溪 Joyce Yu
林育安 Ann Lin
江玄龍 Jason Jiang

2. Presentation Outline Chapter One: Introduction
Chapter Two: Literature Review
Chapter Three: Methodology
Chapter Four: Data Analysis
Chapter Five: Conclusion & Suggestion

3. Chapter One
Introduction

4. Background
Product placement is increasing rapidly in movies, TV programs, and computer games. The marketers and movie producers now frequently use placement as the promotion medium for products or brands.

5. Purpose of the Study
Our study is focus on product placement strategies should be employed by marketers and used in different media.

6. Research Questions
1. Which mode of media is the most frequently used in research of product placement?
2. What is the most effective placing strategy used in product placement?
3. To what extend product placement can be more effective to product placement? Which way of implement is more effective to product placement?

7. Chapter Two
Literature Review

8. Product Placement
Product placement can also be called brand placement. A general definition of product placement for the content of movie or television program is a paid product message aiming at influencing movie or television audience by Balasubramanian, 1994.

9. Balasubramanian (1994) also defined product placement as a “paid product message aimed at influencing movie (or television) audience via the planned and unobtrusive entry of a branded product into a movie (or television program)”.

10. .)
Product placement can also be called “the inclusion of a brand name product package, signage, or other trademark merchandise within a motion pictures, television show, or music video” (Steortz 1987, p.22)
Baker and Crawford (1995, p.2) has also shown that “the inclusion of commercial products or services in any form in television of film productions in return for some sort of payment from the advertiser”.
Karrh(1994) considered that the brand placement is better defined as the paid inclusion of brand products or brand identities, through audio and/or visual means, within mass media programming.

11. Modes of Product Placement
Russell (2002) has investigated that the modality (visual and auditory) and the connection of plot had the same relation to the effectiveness of product placement.

12. Gupta and Lord (1998) had distinguished product
placement into three modes for following the
placing strategy of product placement:
Visual Placement (視覺置入, VIS)
Audio Placement (聽覺置入, AUD)
Combined Audio-Visual Placement
(視覺與聽覺混和置入, AV)

13. Gupta and Lord (1998) also distinguished the
product placement into two modes by the
strategic purpose:
Prominent Product Placement
(明顯的置入方式)
Subtle Product Placement
(隱微的置入方式)

14. Modes of Product Placement Appearance
Visual Placement
Audio Placement
Audio-Visual Placement
Extend of
Obvious
Product
Placem-ent
Prominent
Placement
Prominent Visual
Prominent Audio
Audio-Visual
Subtle Placement
Subtle Visual
Subtle Audio
Subtle
Reference comes from: Gupta and Lord (1998)

15. Russell (1998) used three dimensions to
describe the way of product placement :
Screen Placement (螢幕畫面置入)
Scrip placement (旁白/演員台詞的置入)
Plot placement (戲劇情節置入)

16. According to the strategies how the product placement be implemented, d’Asous and S’equin(1999) classified product placement into two types:
Implicit PPL
Integrated explicit PPL

17. Based on the perception of placement (expressive form) :
Visual Only (VIS), Audio Only (AUD), and Audio with Visual (AV)
Screen Placement(螢幕畫面置入), Scrip Placement(旁白/演員台詞的置入), and Plot Placement(戲劇情節置入)

18. Based on the strategic purpose (also the
prominent degree of product placement )
Prominent Placement (明顯的置入方式) and Subtle Placement (隱微的置入方式)
Implicit PPL(含蓄式置入) and Integrated explicit PPL(融合情境的外顯置入)

19. AIDA
In this research, the AIDA theory will be taken at the basic theory.
Edward Strong (1925) developed the AIDA model, breaks down the sequence of events to:
A - Attention
I - Interest
D – Desire
A - Action

20. Storytelling approach to marketing
Haung(2006), he defined the storytelling marketing as a marketing communication which is carrying out through the way of storytelling.
Besides, Maxwell and Dickman (2007) indicated that “the secret of selling is what it has always been a good story”; it means there must have stories sell then a product can be sold.

21. Storytelling approach to marketing (cont.)
Therefore, the storytelling marketing strategy has already been a necessary marketing strategy. The kind of marketing strategy can arouse consumers’ imagination and interests to the product and brand. Just like the “Interest” and “Desire” elements in the AIDA mode.

22. Chapter Three
Methodology

23. This study uses the meta-analysis methodology to assess the effect of different media in product placement. Meta-analysis is also called Systematic Review for combining evidence from previous studies.

24. A total of 35 articles were included in the final data analysis major categories being analyzed include:
Television
Movie
Magazine
Video game
Internet
Others

25. Chapter Four
Results

26. Table 1 Major Media Types Used in Product Placement (2000-2009)
Types of Media
Frequency of different media used by years
Total
Media
used
Years/
No. of articles
2000 1
2001
2002 4
2003 2
2004
2005
2006 7
2007 3
2008
2009 9 # 35 %
Television 15
43%
Movie
20%
Radio 3%
Magazine
Video game 9%
Internet
Others 5
14%
*If the same media used more than once in an article, it is counted as one media. Some articles used more than one media; the total media used exceeded the total number of articles reviewed; descriptive statistics is counted if it is used for major data analysis.

27. Figure 4.1
Figure 4.2

28. Major Placing Strategy Modes Used in Product Placement (2000-2009)
Table 2
Major Placing Strategy Modes Used in Product Placement ( )
Types of
Modes
Modes of Product Placement Appearance
Total
Modes used
Years/
No. of articles
2000 2
2001 1
2002 4
2003
2004
2005
2006 6
2007
2008 5
2009 9 # 35 %
Audio 6%
Visual 3 17
49%
Audio-Visual 15
43%
Others 3%
Figure 4.3

29. Table 3 Major Prominent Degree modes on Product Placement (2000-2009)
Types of Modes
Modes of Product Placement Appearance
Total
modes
used
Years/
No. of articles
2000 3
2001 1
2002 4
2003 2
2004
2005
2006 5
2007
2008 6
2009 9 # 35 %
Subtle 10
29%
Prominent 7 25
72%
Figure 4.4

30. Table 4 The Ways of Implement Modes in Product Placement (2000-2009)
Types of
Modes
Modes of Product Placement Appearance
Total
Techniques
used
Years/
No. of articles
2000 3
2001 1
2002 4
2003 2
2004
2005
2006 5
2007
2008 6
2009 9 # 35 %
Implicit PPL
(含蓄式) 10
29%
Integrated
explicit PPL
(外顯式) 7 23
72%
Figure 4.5

31. Conclusion & Suggestion
Chapter Five
Conclusion & Suggestion

32. Conclusion This study identified and tabulated to:
Audio, Visual, and Audio-Visual Placement
Prominent and Subtle Placement
Implicit PPL and Integrated Explicit PPL

33. Conclusion(cont.)
1. In the major Media used in product placement ( ), notes that articles that were classified as multi- media. Since we have mentioned above then these approaches have become more popular, the overall percentages of studies on television is the highest 43%, the other as follow: movie20%, radio 3%, magazine3%, video game 9%, Internet 9%, respectively.

34. Conclusion(cont.)
Since television has been research for a period of time, Multi-media of radio and magazine are less investigated modes may either with major degree of importance or not important at all. As the new types of media, video game, Internet, music video may play a dominant role in the future, the concerning research should be continue.

35. Conclusion(cont.)
2. From the statistical analysis in table 2, it is evident that research on audio placing strategy is the lowest. It was only investigated in 2004 and 2006; showing that the decline of audio placing strategy and also correlates with the low percentage of radio relevant research in table1. In terms of table 2, the visual placing strategy was investigated in a large number from 2002, and it was sustained and continued.

36. Conclusion(cont.)
3. Accordingly, prominent placement leads better awareness placement and has more positive affective reaction than subtle placement. The results of the analyses to the degree of product placement indicate that prominent placement is more effective to viewers than subtle placement and in agreement with Gupta and Lord (1998) that prominence can draw more attention form viewers. Prominent placement provides more information about product brand in media.

37. Conclusion(cont.)
4. The implementing way have already got 72%, and from the table 4, it’s showing that the implementation in integrated explicit growing rapidly (EX: cocktail in the famous drama sex and the city). In contrary, the implement in Implicit PPL in the research from the past ten years, ceases.

38. Research Limitations
The method of this research is based on meta-analysis; researcher had collected the papers of the past ten years that have related to the product placement. From the papers, researcher found out that it was hard to find the papers before 2005; then researcher almost collected the information after As the result, the conclusion may not have well balanced.

39. Future Research Suggestion
From this study, it is showing that the movie and television has taken the biggest percentage than the other media, the researcher suggested the other researchers can do the different effective in different media researches. On the other hand, the data in this study proves that those highly favored placing strategy such as visual and audio-visual are areas already investigated; therefore, future study may switch to the less investigated placing strategy-audio.

40. Research Contribution
Academia:
Advance the understanding of the definition and application of multi-media in product placement and marketing strategy.
A contribution of new directions for future research.

41. Practitioners:
Suggestions for those marketers who want to adapt different media placing strategy as one of advertising methods.

42. Q & A