Product Placement in Television & Movies Name:______

Marketing Education

DIRECTIONS: Complete the following outline during the class discussion.

I. Product Placement

  1. A. The manufacturers of goods often ______for the placement of their products in movies and television programs.
  2. They may ______the goods such as cars, food, beverages, shoes, etc. if the item is shown in the movie or TV program.
  3. A ______billion dollar industry in the United States and 3.3 billion dollars globally.
  4. The dollar value of product placement is expected to rise to ______billion by 2016.

II. Where Are The Products?

  1. Television is number one = ______
  2. Movies are number two =______

C. Other = _____ = Video Games, Books, On-line Gaming – This is the Fastest Growing Segment

III. Why Product Placement?

  1. According to some studies Americans are exposed to ______ads each day.
  2. Americans screen ______most of the ads they see.
  3. Marketers must find innovative and aggressive ways to cut through the "ad clutter" or "______" of modern life.
  4. ______of people with DVRS skip commercials.
  5. The DVR has spelled the ______of commercials for most people who own them.
  6. The DVR has resulted in the placement of products within the ______portion of the programming

IV. Product Placement in Television - Examples

A. American Idol: ______

B. The Walking Dead: ______

C. Breaking Bad: ______

D. The Voice: ______

E. The Office: ______

F. 30 Rock: ______

G. The Big Bang Theory: ______

H. Chuck: ______

I. Modern Family: ______

J. Heroes: ______

K. The Sopranos: ______

L. Seinfeld: ______

1. Product placement in Seinfeld ______that real products could be integrated into the plot of the program without affecting the popularity of the show with viewers or with other product advertisers.

3. However, product placement fees were ______charged for products used in Seinfeld.

V.Americans Have a Passion for Movies

A. Movie ______in the U.S. last year were 1.34 billion - this is approximately 4 admissions per capita.

B. ______of moviegoers report going to the movies twice a month or more.

C. The average moviegoer spends about ______in their seats before the movie begins.This represents a______audience for advertisers

VI.Advertising Before the Movie Begins

  1. The Cinema Advertising Council reports that revenues rose ______to a record $678 million in 2014.
  2. In the past ten years, cinema advertising revenue has nearly ______even as attendance at movie theaters has stagnated.
  3. Projection of larger than life images in a darkened theater is totally unlike the experience of watching television.
  4. On-screen advertising (before the movie) has a ______recall.
  5. Traditional TV advertising has only a ______recall.
  6. On screen ads can run ______than the standard 15-30 second TV spot.
  7. They are often 45-60 seconds in length.
  8. This gives more______for message development than typical TV ads.
  9. To be effective, on-screen ads ______function as entertainment.
  10. The ads should have popular ______and intense imagery.
  11. An on-screen commercial (before the movie begins) is sometimes referred to as a ______.
  12. In the 1920’s all previews for coming attractions were always shown ______the movie – only in the 1940’s did the practice change to showing the coming attractions before the movie.
  13. There is some limited targeting of audiences based on:the ______(where the movie is being shown) and the type of audience ______by various kinds of movies - example: What age groups generally see cartons? What gender would be most attracted to seeing a movie about kick boxing?
  14. Many people ______to the use of trailer ads to promote products.
  15. Many people resent these trailer ads because they have paid money to be ______, not subjected to commercials.

VII.Product Placement in Movies

A. E.T. The Extra Terrestrial

1. ______was used in the movie E.T. after M&M’s refused to allow their product to be used.

2. Sales of Reese’s Pieces jumped ______after being featured in this movie.

3. This placement is often cited as the ______of the product placement business

B. The Goonies: ______

C. Jurassic Park: ______

D. Space Jam: ______

1. Sales of Space Jam merchandise, such as basketball jerseys, skyrocketed.

2. This is known as a product tie-in.

3. This movie generated more revenue in related merchandise sales than in box office ticket sales.

E. The Firm: ______

F. Men in Black II: ______

G. You’ve Got Mail: ______

H. Terminator 3: ______

I. 2 Fast 2 Furious: ______

J. Austin Powers: ______

K. Die Another Day: ______

L. The Matrix Reloaded: ______

M. I Am Legend: ______

N. I, Robot: ______

O. National Treasure: ______

P. National Treasure 2: ______

Q. The Fantastic Four: ______

VIII. Cross Promotions, Licensing Agreements, and Product Tie-Ins

A. A ______occurs when the manufacturer of one product ______elements of another company’s product in their advertising. This advertising, while paid for by only one business, has a positive impact on both businesses.

B. A ______occurs when a business ______a fee to another company for the right to use that company’s name, image, symbol or combination of these in the creation and sale of their products.

C. A licensing agreement allowed Hasbro to make and sell a toy Dodge Fantasticar.

D. A ______is an______product that is based on an existing or upcoming movie.

E. Product tie-ins are released primarily as a way of creating additional ______from a movie.

F. Product tie-ins also serve as a means of ______and a way of increasing the public visibility and awareness of the movie.

1. Shrek The Third: ______

2. The Hunger Games: ______

3. The Avengers: ______

4. James Bond: Skyfall: ______

5. The Amazing Spiderman 2: ______

6. X-Men Days of Future Past: ______

7. Man of Steel: ______

IX. Digital Product Placement

  1. Digital product placement uses ______technology to add products to scenes long after they were filmed.
  2. This practice has long been common in the coverage of sporting events.
  3. Ads have been ______inserted onto billboards and playing surfaces.
  4. Digital product placement is breaking into the entertainment world as producers digitally insert products into TV scenes after the scenes are shot.
  5. The technology also allows product names to be ______in scenes, creating the potential for new advertising revenues when series are sold into syndication.

X. Product Placement Vs. Product Integration

A. Advertisers are taking the next ______in an attempt to go beyond product placement.

B. Advertisers are attempting to ______products or services into the program.

C. The goal is to have the product become an______part of the plot of the program.

D. Marketers want to ______the product into the entertainment portion of the program seamlessly so that the product becomes part of the entertainment.Example: Contestants on Survivor competed over hard-earned rewards like Doritos, Mountain Dew, and Bud Light in the show's second season

XI. Movies Influence Culture

A. Movies have a tremendous influence on popular culture.

B. Movies ______hairstyles, fashion, and language.

C. Famous Movie Quotes

  1. “Show me the money.” - Jerry Maguire
  2. “Gooooooooooooood Morning Viet-nam!' - Robin Williams
  3. “I’ll be back.” – The Terminator, Arnold Swartzenegger
  4. “Life is like a box of chocolates; you never know what you’re gonna get.” - Tom Hanks in Forrest Gump
  5. "Go ahead, make my day.” Clint Eastwood in Sudden Impact
  6. “Houston, we have a problem.” Tom Hanks in Apollo 13
  7. “Toto, I've got a feeling we're not in Kansas anymore.” Judy Garland The Wizard of Oz 1939
  8. “Keep your friends close, but your enemies closer.” Al Pacino in The Godfather Part II

XII. American Movies: More than Entertainment

  1. Today, consumers routinely screen out most of the advertising messages they see, as a result, advertisers are constantly seeking new and creative ways to influence consumers.
  2. Most of today’s movies are designed not only to entertain their audiences, but to also

______.

XIII. American Movies: A Successful Export Product

A. Almost ______of the films shown at ______movie theaters are films produced in Hollywood.

B. Hollywood movies often capture ______or more of a typical European cinematic market.

C. The movie ______is the highest grossing movie of ALL time with $2,717,023,267 in gross sales.

D. Titanic (1997)is the ______highest grossing movie of all time with $1,835,300,000

E. The two highest grossing movies were directed by ______.

F. The Dark Knight Rises: ______

G. Iron Man 3: ______

H. Frozen: ______

I. America's entertainment industry is the country’s ______largest source of trade surplus – after aircraft production.

Project Based Learning
Make Your Own Product Placement

For this PBL activity, you will determine where and how to place a product in a television program or movie.

The class will divide into teams of 2 students. Each team will select from products provided or you may choose a different product with teacher approval.

Each team will determine the BEST placement for their product. Your team will name and describe the television program or movie.

Students will create a presentation articulating 3 ways the product could be integrated into the program or movie.

You will make the presentation to the class and submit the presentation electronically at or by e-mail to .

1