Product Integration --What is it ? Dose it work ?

Tarun Kakkar

&

Victor Chang

What is it ?Product Integration So-called “ Product Placement “ Showing the actual product or an ad for it as p

art of a media. Movies, TV show, Internet…

Who is the First ?

Product Integration as a paid, strategic marketing tool began to receive greater attention from ……

E.T The Extra-Terrestrial (1982)

-- Hershey ( 65% sales increased)

Three Levels of Product Integration

Visual product Integration So-called screen placements

http://www.canwestmediasales.com/television/nontraditional/opportunities/movies/wil_0012.html

Three Levels of Product Integration (Cont.)

Script Product Integration It refers to the brand being mentioned in a

script

http://www.canwestmediasales.com/television/nontraditional/opportunities/movies/tra_0010.html

Three Levels of Product Integration (Cont.)

Plot connection Refers to the degree to which the brand is int

egrated in the plot of the story

Minority Report ( 2002)

Lexus

How does it work It simply happens Its arranged and a certain amount of product

serves as compensation Its arranged and there is financial compensat

ion

Strengths of Product integration

Exposure Frequency Support for other media Source Association Cost Recall By passing regulations Acceptance

Limitations of Product Placements

High absolute cost Time of exposure Limited appeal Lack of control Public reaction Competition Negative Placements

Product Integration

Does it work ?

Product Integration in movies

Risky Business, Top Gun – Ray Ban sunglasses Men in Black II - Ray-Ban sunglasses, Mercedes Be

nz, Sprint, Burger King James Bond (World is not enough) – BMW Z8 You've Got Mail - America On-Line (AOL), Apple, IB

M and Starbucks The Firm – Jamaican Beer “Red Stripe” was shown

and sales increased by 50% in US

Product Integration in Television

American Idol - Host Ryan Seacrest mentions AT&T wireless each time a contestant finishes his/her song. Fans can submit their vote as a text message if, and only if, they have AT&T wireless.

Product Integration in Books

The Hershey's Milk Chocolate Bar Fractions Book, by Jerry Pallotta

The Hershey's Kisses Addition Book, by Jerry Pallotta, Rob Bolster

The Oreo Cookie Counting Book

ex - Children will love to count down as ten little OREOs are d

unked, nibbled, and stacked one by one...until there are none!

Product Integration in Video Games

Play Crazy Taxi and a lot of your passengers will ask you to take them to Pizza Hut or KFC

Die Hard: Nakatomi Plaza and you'll see Zippo lighters and Motorola cell phones

Product Integration in Songs

Take me out to the ball game,Take me out with the crowd.Buy me some peanuts and Cracker Jack,I don't care if I never get back,Let me root, root, root for the home team,If they don't win it's a shame.For it's one, two, three strikes, you're out,At the old ball game

Examples

Example-American Idol

Example- I Robot (Will Smith)