BLOGS & THOUGHTS

Most of us must have felt bored when watching advertisements repeatedly on television, but now business people are finding new innovative strategies to introduce their products in a more subtle way, namely product placement. You've probably heard the word product placement. But maybe some people don't know what the word means, product placement is a great way for business owners to reach their target audience in a subtle way.

Product placement is a form of marketing in which various brands are featured in a production targeting a wide audience. Also known as "embedded marketing", this product placement can generally be found on television shows, movies, videos, radio, and more. As a counterweight to product placement rights, a brand may pay a production studio in cash, goods or services.

According to Belch and Belch (2012), product placement is a way to increase the promotion of a product or service by showing the impression that the existence of the product is as if it were part of the story of movies and television shows.

A film is considered to have a great influence on the audience, therefore product placement in certain scenes that describe the circumstances, the characters in the film as well as the setting of place, time and culture in a film is considered to be able to convey a better and more real message. McQuail, 1987 p.13). In addition, product placement has been used by various companies including large companies such as Apple, Mercedes Benz, Nike and others. The presence of product placement in a film not only creates awareness but also creates a good product image.

How Does Product Placement Work?

For example in the James Bond film "No Time To Die" which will premiere on September 28, 2021. As usual, the James Bond film is synonymous with a sophisticated car, namely the Aston Martin DB 5, the car is an iconic car from all James Bond films. Therefore, the awareness of the Aston Martin brand created through the James Bond series is closely related.

Or like the 2013 film White House Down, actor Jamie Foxx who plays the President of the United States engages in hand-to-hand combat with a terrorist. In one scene, the terrorist grabs attention and he immediately shouts, "Get your hands off my Jordan!". The shoe used in the film is the Nike Air Jordan IV "Fire Red".

In the end, product placement can be interpreted as a good and bad marketing strategy. Excessive product placement that doesn't allow viewers to focus while watching a movie can be distracting and can have the opposite effect. Therefore, the best way to control product placement is to promote it subtly and unobtrusively.

Kreatiklan's team can guide you to the right steps in your branding activities to achieve the results you want with your customers. Consider yourself to get the right branding strategy by contacting us info@kreatiklan.com or simply hit (+62) 87-780-561-569.