Assignment On New Strategies To Advertise

783 words - 4 pages

Product placement analysis Consumers have become bred of traditional media channels, due to which advertisers have to search for new strategies to advertise. Product placement is a form of advertising strategy in with the product or service is being promoted in a non-traditional way by making advertisements on television, radio, or movies, etc., and this method of promoting brands is gaining ground very fast. Compared to the traditional advertising strategy, product placement has several advantages over traditional media advertising. Product placement usually mainly focuses on advertising the product or service in movies. One of the advantages is that it could create greater awareness for the brands that are positively associated with a good movie. If people enjoy a movie and there are product placements involved with it, then those positive feelings get translated to the brand. The repetition of the show or movie keeps on showing the brand. The association with famous stars and personality automatically makes the brand popular, and they become a medium of advertising wherever they perform or whenever their performance is watched. For example, Taco Bell had huge product placement investments in the 1990s movie "Demolition Man." The movie still has a cult following, and many celebrate Taco Bell Day on the anniversary of the movie's release. What's more, this type of advertising has longer life as compared to other alternative Media with a falling cost. It's also a practical part that can be used with a promotional mix and easily creates awareness for new products and brands in the mind of the viewers. However, product placement also has some disadvantages that traditional adverting methods that do not have. Firstly, a successful movie can indeed create a high box-office value and bring enormous influence to the product or brand implied in the film. But there is no one who can guarantee that each film can be successful, which contains a lot of risks because the film attendance, in fact, cannot be determined in advance. Sometimes advertisers invest a significant amount of money to exchange for product advertising implantation and make all inputs into the east due to the film attendance is not high enough. Secondly, product placement cannot adequately or correctly express the functionality of the product or the connotation of ...

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