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Marketing - Literature review Example

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Also, the study analyzes how product placement is utilized in different TV shows and movies in, different countries. Also, the literature review will look at the effects of the product placement on the consumer behavior and how likely are the product placement to change consumers mode of buying a certain commodity. It is crucial for people to know how to use product placement positively (Johnson, 2009). Product placement is the use of diverse types of media to make people conscious of different products and services when they are entertained through watching. Its development dates back upto 1896, when it was used by Lumiere brothers in their short film “washing day in Switzerland” and they advertised soap. It was introduced by Henri Lavancy who was the film director and publicist for the soap company but, it became popular in the 1930’s when the sound movie was introduced. For example, in 1934 in the movie, “It happened One Night,” the star Clarke Gable featured bare chest and sale of men’s shirts reduced; therefore, use of the movie is a strong tool of product placement (Johnson, 2009). It gained popularity with the years, but in 1980’s, it became more successful when the movie “Extra Terrestrial” by Steven Spielberg advertised Reese Pieces and increased its sales by 65%. The 80’s was the turning point of product placement where there was a working partnership between the movies and the commercial sector. According to Mary-Lou, product placement is necessary because moviemakers need money for their movie production; therefore, they will turn to the commercial sector to provide the money and them to provide the services of product placement (Johnson, 2009). Product placement in Sweden developed in the 1990’s when the real first commercial commenced, this was due to strict government regulations on media operations. It has been embraced in the recent past, for example, where TV shows get sponsorship from the commercial sector in SVT. In Kanal 5, the home improvement show “Room Service” was sponsored Marlamastana which is the trading association of painters. To the broadcasters this is a way of decreasing costs. Therefore, all media houses in Sweden are finding it important to use product placement also; the moviemakers are finding it important to advertise in movies which is becoming popular day by day, for example, in the movie “Hamilton” 1998 sponsored by Statoil. Product placement in Seinfeld and other TV shows, in the TV show they use product placement in their episode making them come in a unique way. They have registered success in advertising. Also, in the James Bond movies, product placement has been used to show new car models and gadgets (Johnson, 2009). Product placement can be unethical when it brings negative influence like smoking, use of guns. For example, teens tend to smoke if the influential stars in movies do so. In conclusion, product placement has become popular since its inception in the 1930’s. It is important increasing consumers’ knowledge of products. The product placement is embraced in most parts of the world. Also, product placement is an important tool in today’s business where the movie makers use it as a source of sponsorship while commercial industry view it as a source of publicity and a way to expand their market. The Product Involvement Inventory (PII), developed in 1985 by Zaichkowsky is a good measure at construct development. It has shown ...Show more

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Subject: Marketing Topic: Marketing Literature Review Grade course Date Marketing Literature Review on Product Placement Introduction The literature review will analyze the development of product placement or advertisement in different countries at different times…
Author : boscojulius
Marketing Literature review essay example
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