Product placement

Contents

• Introduction to Product Placement
• Why is Product Placement Needed?
• Types of Product Placement
• Examples of Product Placement
• Criteria for Successful Product Placement
• Pros and Cons of Product Placement
• Conclusion

Introduction to Product Placement

Product placement, which translates from English as the placement of a product, is one form of hidden advertising. In this approach, brands or products are integrated into creative works such as movies, TV shows, vlogs, music videos, and even video games. The essence of product placement is to subtly present the product to the audience, creating associations with the brand for viewers. For example, in the movie "Forrest Gump," the character wears Nike sneakers, which not only emphasizes his style but also embeds the brand into the storyline.

However, it is important to note that not every mention of a product in a movie is product placement. Sometimes the presence of a certain brand may be due to the need to maintain artistic context, as happened with BMW, which refused to participate in the project "Boomer" because it did not want to be associated with a gangster image.

Why is Product Placement Needed?

The main goal of product placement, like any advertising strategy, is to increase sales and profits. However, in addition to this, there are other important tasks that this tool addresses:

• Brand image formation: Product placement creates vivid emotional associations, helping to convey the company's values.
• Increased recognition: Brands gain attention from a wide audience of viewers.
• Highlighting the product: Products become more noticeable against the backdrop of abundant advertising.
• Informing about product features: Especially useful for new products, allowing their unique qualities to be showcased.

Moreover, our brain perceives artistic stories as reality, making product placement an effective way to show how a product can be used in everyday life, emphasizing its advantages and creating a positive scenario for its application.

Types of Product Placement

There are several types of product placement depending on how the brand is presented on screen:

• Visual: The product or logo appears in the frame as a decorative element.
• Verbal: Actors mention the product name or its slogan. Mentions in literature also fall under this type.
• Interactive: Products are used as props, allowing them to be shown in action.

Examples of Product Placement

Product placement can be found in various media outlets, and here are some vivid examples:

• In movies: In the film "Night Watch," an advertisement poster with the Nescafe logo and even a can of coffee purchased by the character is featured.
• In cartoons: The animated series "Fixies" collaborates with sponsors, including companies like Kaspersky Lab.
• In music videos: The music video by Eldzhey and Morgenshtern for the song "Lollipop" features integration with the taxi service "Citymobil."
• In video games: In the game Sims, users can interact with brands such as H&M.
• In literature: Hidden advertising is encountered less frequently, but examples such as the book by Daria Dontsova demonstrate its possibility.

Criteria for Successful Product Placement

For product placement to be successful, it must meet certain criteria:

• The product must naturally fit into the storyline.
• It is necessary to avoid oversaturation with products.
• The target audience must align with the brand.
• The name and logo must be easily readable.

Pros and Cons of Product Placement

Like any other marketing tool, product placement has its advantages and disadvantages:

• Pros:
  • Native presentation that is not perceived as advertising.
  • Viral potential – frames with the brand can become popular.
  • Long lifespan – successful projects promote the brand for many years.
• Cons:
  • Significant risks associated with project failure.
  • High cost, which may be inaccessible for small companies.
  • Passivity – it is difficult to include a call to action.
  • Difficulty in assessing effectiveness.

Conclusion

Product placement is a powerful marketing tool that, when used correctly, can significantly enhance brand recognition and shape its positive image. However, like any other strategy, it requires careful planning and understanding of the target audience to achieve the set goals as effectively as possible.