Principles of Marketing

Principles of Marketing
placement through analysis of a specific instance found in a movie or television episode. Review the discussion points below and try to select an example that would make your completion of this exercise fun and interesting. Please address the following in a type-written submission that is a minimum of 1 ½ full pages (single-spaced). Please include a bibliography and properly cite all resources – even cite your store location. Paper submissions must include a printed and signed Submission Form (see end of this document). All exercises are due and must be submitted digitally via Canvas by Thursday June 24th at 9:00am. Exact duplicate submissions are due in paper form in class no later than Tuesday July 1st. Submissions containing any edits or differences from the digital version will not be accepted. Late submissions of any portion of this exercise will not be accepted. The Facts Name the specific product (brand, flavor, make, model, color, etc.). Name the television show or movie in which the product was placed. Describe the overall premise and plot of the episode (if a t.v. show) or movie. Describe the context of the product placement. When was the product shown (when in plot, time of day in the show/movie, etc.)? Where was the product shown (for example, on the lawyers desk, in the baby’s crib, on the kitchen table, racing in a police chase in a busy city, etc.)? How did the character(s) interact with the product (did they eat it, drive it, wear it, just walked by it without noticing it, etc)? Describe the nature of that interaction. Did the character(s) mention the product by brand name or say anything about the product? Approximately how long was the product on screen? How many different times did the product appear on screen? Did you notice any acknowledgement of the product and/or brand in the closing credits of the show/movie? Were any other products placed in the show/movie? If so, how were they presented and how much screen time did they get? Your Analysis Describe the typical audience for this show/movie. Who are they demographically and psychographically? Was the product presented in a favorable, unfavorable or neutral light? Explain. Is there any potential risk to the product/brand being associated with this show/movie? With the actors themselves? If so, please explain your concerns. Describe what you believe the marketers’ strategic objectives were placing the product in this show/movie? Who were they trying to reach (be specific)? Why do you suppose they chose to work with this specific show/movie? What were they trying to get consumers to believe and/or remember about the product/brand? Is the positioning of the product in this show/movie consistent with the overall positioning of the product in their marketing campaigns? Do you think this communication is part of a larger branding effort (complemented by other advertising, PR or sales promotion)? Did the presentation of the product seem deliberately “salesy” or was it natural and passive? What do you feel were the most effective aspects of this placement? What were the least effective aspects of this placement? If you weren’t in this class, would you have noticed the product in the show/movie? Did the product placement in this show/movie have any impact on your perception of the brand or your interest in buying the product? Overall, was the product placement a success or a failure? What changes would you make to the placement to make it more effective? Any other comments or thoughts?

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