Product Placement Is An Interesting Multimedia Marketing Tool

Marketers the world over are aspiring to make advertisements less advertorial. As most consumers have grown tired of advertisements, the practice of product placement is gaining immense popularity.

The consumers are inundated with advertisements via all the existing modes of media. Television, radio, magazines, buses, billboards, newspaper and the internet is full of advertisements begging for the attention of the target customers. The process doesn’t end there. People walking down the streets wearing a particular logo, flyers thrown on our cars and mailboxes, to the ATM screen that we use to withdraw funds, one cannot help but look at ads while waiting for the machine to dispense cash.

Businessmen are opting for different methods to showcase their brands to break free from these burdensome advertisements. The previous practice of explicit advertisement is evolving into something entirely different to give the consumers a breath of fresh air.

Nowadays, businesses are investing in embedded advertising, which involves the inclusion of a branded product within the basic form of entertainment like television, film, music and other media. The basic idea is to make a product fit seamlessly within a media without seeming intrusive. 

Product Placement Definition

Product placement: It is a form of advertisement, where branded products are featured in the media, usually without explicit reference to the product.

 It is prevalent in movies, music videos, television shows as well as in video games where an indirect form of advertisement is used to pitch the product for sale.

This practice is also considered as a form of pull marketing where the brand tries to increase customer awareness and strengthen the demand. Product placement can be explained by this simple example: someone taking a satisfying drink in a movie where the label of the drink is clearly visible.

Types of Product Placements

The strategies of product placement have gone a series of evolution that covers a period of several decades. Besides the basic difference of being shot directly or placed subtly within a shot, product placement can be further subdivided into four distinguishable segments.

These are namely:

1. Classic product placement
2. Corporate product placement
3. Evocative product placement
4. Stealth product placement

The basic idea behind this sort of advertising is to avoid the negative attitude of the customers that are associated with blatant and forceful advertisements.

How Product Placement Works?

Have you ever felt that you are watching a really long commercial while watching a movie? Then we must say, the brand did an extremely poor job at planning the product placement.

There is a fine line that acts as a limit while presenting a brand name within a movie or a television show. Clever marketing experts make sure not to cross that line while placing their product as a prop in a movie.

Usually, the company pays a considerable amount of money to get their products featured in a particular media.  Product placement works the best when it is clearly visible within a scene but is not the focus of the shot.

Why Product Placement Matters and How to Get it?

A successful product placement can boost a company’s revenues, sales or hits at the company’s website manifold. It is an effective type of product promotion that helps to achieve the sales target and profitability. This attractive branding method deems useful for a brand promotion due to multiple reasons, some of which are listed below:

In most cases, a successful product placement calls for the need to identify the best multimedia marketing platform to promote the brand. Most marketers nowadays opt to feature their products in movies and ad films. One needs to pay a large amount of money to be placed in the movies.

Certain movies also work with several brands on product placement. Superman: Man of Steel had invested more than $160 million in product placement promotions. Hershey’s, Kellogg’s, Warby Parker glasses and Nokia, all had their product featured in this blockbuster movie. 

Studies reveal that product placements in TV increases brand awareness by 20%. It sometimes also increases up to 43% if placed into ‘emotionally engaging programs.’

Product Placement as a Multimedia Marketing Tool

Product placement is a remarkable multimedia marketing tool for brand integration. It has been incorporated within the film industry for decades.  It becomes essential to make the customers aware of the specific characteristics and features of a brand, to promote the products successfully.  The name, symbols, logo, trademark, as well as the tangible and intangible components play a crucial role in making a mark in the consumer’s psyche.

Any company uses these three marketing strategies to promote a brand or a product in an audio-visual medium.

• The product is openly discussed by the characters (verbal reference of the product)
• The product is directly used by the actors in the close shot
• The product is present in a virtual environment in the shot but is never directly in focus.

Product placement can occur in a dominant or a non-dominant shot. Marketers use non-dominant shots when they do not want to portray their product on the screen vividly but prefer to keep it subtle. In this case, the product is a natural part of the scene and doesn’t disrupt its flow in any way. 

Golden Rules of Multimedia Marketing – Product Placement

Big brands maintain definite approaches to stay ahead of the competition and thrive in any type of market condition.

If marketers plan to target different segments of a market, you will be required to apply various unique approaches and tactics. Large brands use a mix of social media, television and print to reach a wide range of target customers and prospects. As we have discussed, multimedia marketing can boost brand awareness in a powerful and unique way.

How to Use Multimedia for Product Placement?

Marketing is incomplete if brands and companies do not make proper use of multimedia as a tool.

Youtube is the most viewed site after Facebook and Google. It is a wonderful device that helps us to reach out to a global market. These tools give the advertisers a chance to create a personal bond with the consumers more than any other medium. We all have seen five seconds ads of Amazon that cannot be skipped before a Youtube video.

As everything is done via Smartphones today, all the apps combine to form one big gamut of data. By using this data, advertisers provide user-specific ads. Be it a t-shirt you saw at Amazon or a recently launched phone you checked yesterday, your window shopping episodes are stored by the companies to deliver the items of your choice.

 Utilising the data of search query, algorithms are designed to suit each user and promote goods accordingly.

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