Product Placement to Create Bond among Target Groups

What is product placement?

Product placement can be considered a form of advertising where branded goods and services are placed in a production which is catered towards a large section of audience. Product placement can also be called as embedded marketing or embedded advertising and product placements can generally be seen in movies, television shows or events, videos that are made by people who are influencers, radio and live performances. Branded products and services are highlighted in a production with a wide audience as a kind of product placement advertising. Product placements usually succeed because they seamlessly fit into a show and less openly market to viewers—for instance, by having James Bond drive a stylish Ford automobile. Two trends in product placement include selling storylines or editing product placements after the fact.

How does a product placement work?

Product placements are a method of advertising in a way that will help generate feelings for products and brand. The product placements generate positive feelings about the brand by implementation, mention and discussion by using the product placements program. Product placements are not explicit advertisements and it is a very effective mode of advertising. Product placement establishes a strong relationship between the brand and the customers in a natural way rather than presenting the product in market in traditional way. It's quite likely that a brand was compensated by an advertiser to appear in a movie, TV show, or other performance. Some people believe that this type of advertising is essentially deceptive and misleads impressionable young people. Advertisers and producers are establishing themselves as a sophisticated in the way of advertising and executing product placements. When a single firm created every car, pair of shoes, or beverage that appears in a show or movie, the presence of that product may be highly evident or seamless. Another subtle tactic is to avoid displaying a label or trademark in favour of emphasising a product's distinctive colour or packaging, like a curved glass Coca-Cola bottle.

Process of product placement

The process of product placement involves placing the product placements are typically seen in movies, television shows or events, influencer-made videos, radio, and live performances. Branded products and services are highlighted in a production that has a big audience as a kind of product placement advertising.

Four types of product placement

Planning and foresight are essential for a successful product placement. To build a product placement strategy, take the following actions:

Researching audience – The understanding of the audience that is the target helps the company to place the product into appropriate market place. For instance, if one wants to retail a candy product the target audience for the company should be children. Hence, the company should place the product at the lower shelf so that the kids can see the product.
Determine your budget - If you have a substantial budget, you can consider working with a well-known production firm or hiring a merchant to advertise your goods in busy regions. If you want to save money, think about working with a smaller studio or a social media celebrity. A budget can help create realistic goals for a company as it channelizes the capital into proper growth strategies.
Cold call – If the target audience of the company’s product is known the company can make phone calls to them to know about the product placement opportunities. This is considered to be best option for the company know about the options it has.
Use of social media – Consider studying social media influencers after learning more about your target market. Find influencers whose enormous followings closely resemble your target market. By developing product placement tactics with these influencers, you may introduce their audience to your product and perhaps affect their perception of the product because of the influencer's popularity.

Product placement trends

The effectiveness of traditional broadcast advertising has declined as a result of the popularity of streaming and the emergence of ad blindness and banner blindness (the capacity to ignore adverts). A more sophisticated use of product placements fills that gap. Selling the whole narrative to advertisements is a relatively new practise. Digital editing technology has made it possible to add or remove product placements after the fact, sometimes going back to make changes to items shown in syndicated shows years after they were created. When marketers complain to their trademarks being displayed in productions, producers may take part in product displacement, where they digitally erase logos. Greeking is another option, which requires altering or hiding recognised labels.

Benefits of products placements

Instead of displaying the goods in the market the usual manner, product placement creates a strong bond between the brand and the customers in a natural way. In the world of information, it has the ability to spread swiftly and last for a while. Since the movie or video will be played on TV and discussed online for years if it is well-liked, many people will notice the product placement. A subconscious effect occurs. It's possible for people to be unaware they are watching commercials. However, they relate the product of the movie to the characters who use it. If people identify with the heroes, they are more committed to the advertised brand. It is clearly remembered. When a branded item stands out from the rest of the scene, even if viewers are unaware of the commercial, they will still recall the particular moment from the film.

Examples of product placement

The cult television series friends served as the backdrop for Toblerone's advertising. A few television episodes include characters who bring this chocolate bar with them as they depart the airport. It is a fantastic example of game placement, and the intention was to convey to the audience a particular attitude. Another well-known instance is when Joey remarks on the quality of the Toblerone bar after giving it a quick glance. To build consumer brand loyalty, this was done.

There is a lot of Under Armor clothes in the Marvel movies. Black Widow, Mercury, Captain America, and Iron Man all had them on at different times. In order for people to think of Under Armour as more than simply a sports brand, they are utilised by the heroes in everyday situations. The brand's sales were significantly increased by this product placement, and it also stirred up a lot of discussion.