Lecture 3 - Product placements, Events and Packaging Majority of this topic is related to the exam question Merchandising for TPS - similar to compare the meerkat to build the brand. Eg Tesco, using clubcards, packaging and vouchers. TESCO CLUBCARD Helping You Spend less A new opportunity Product placement - using target market to do so, what is the programme, is it relevant to the product and the TV programme shown? Do's and Don'ts for product placement Placement is identified by logo · Start of show · After any ad breaks · At the end of the programme YES V TV programs including soaps V Films V Entertainment Sports NO Childrens News Alcohol and Tobacco
· Only 20 product placements on UK TV since launch · Market forecasted to be £120m per year, only 3% of spot TV market in next 5 years · 72% of UK consumer know what product placement is . 25% of 18 to 24-year olds claim that their perception of the brand would be more positive if seen in a program · Product placement feature 17 times per hour in US and Australia. The future? Research suggests the current size of the UK product placement market to be between £10 and 30 million pounds, which is relatively small compared to an overall TV ad market of about £ 3.3bn. Estimates suggests that within five to six years that market could grow to £120million, accounting for around three percent of the TV spot ad market. Product placement - The paid-for, identifiable appearance of a brand or product in a TV show or movie. A combination of advertising and publicity designed to influence the audience by unobtrusively inserting branded products in entertainment programs such that the viewer is unlikely to be aware of the persuasive intent. How does product placement work: · The branded product appears in the show. · A related identifier appears in the program e.g. logo, or package Placements can appear either: · Visually (you just see the brandfi - better when there is low plot connection · Auditory (characters talk about the brandfi - permits high plot connection (relationship with how the product relates to the TV show, how does it integratefi Factors to consider · Frequency and time length of auditory and visual appearancesfl . The attitude of the characters with respect to the placementfl . The relation of the placement to the content and the characters of e.g. a show. In exam, if asked if product placement is better when subtle or prominent - should argue both sides first, evaluate them and then give my opinion at the end
Events marketing What is it? - A promotional occasion designed to attract and involve a brand's target audience · A very important part of many MarCom programs · Engages consumers with a hands-on experience · A way reach hard-to-reach target audiences · Increases brand awareness · Provides a platform for brand publicity The role of event marketing · Event marketing is a