The investigation is focusing on the basic problem, if the brand placement in the movie “Mission Impossible – Ghost Protocol” was a wise investment.
Research question: Did the product placement in the latest "Mission Impossible" movie increase the purchase intention of BMW branded cars?
Hypothesis: If the brand image and the image of the movie fit well then the purchase intention increases.
Primary research: Questionnaire with application of the Semantic Differential
A. Theory
A.1 Brand Placement
A.1.a Definition
Trade and academic articles use the common term “product placement”. But because it is generally a particular brand rather than a product type which is highlighted, the term “brand placement” better captures the essence of the activity. And since it has begun to appear in academic studies, (Babin, 1996; DeLorme, 1994; Karrh, 1995, 1994) that term will be used in the following research (Karrh, 1998).
A.1.b Origins
Brand placement originally was defined as covert marketing because viewers were often unaware of the commercial persuasion effort. However, as consumers have become more aware of the technique and the technique became more prominent, it has shifted closer to the realm of conventional marketing. Nowadays brand placement is certainly a part of mainstream marketing (Nebenzahl, 1993).
A.1.c Categories
There are three categories in which brand placement can occur. Barter Arrangements are arranged placements where only the Product serves as compensation. Gratis placements simply happen and there is no compensation of any kind. At the category that will be used in this research is paid placements. Paid placements are arranged with financial compensation (Graser, 2005).
A.1.d Worldwide Spendings (Own illustrations in reference to Graser, 2005; Homer, 2009)
There are a number of reasons for the growth of brand placement as a paid promotional device. One reason is that advertisers want to take advantage of the special characteristics of movies, popular TV shows and other media. Many programs have a strong persuasive power. Movies, for example, have the power to influence audience’s social judgments – at least those judgments made shortly after exposure to a movie. Managers try to use this power for their brands. A brand placement is often linked to larger deals involving integrated promotional arrangements. These tie-ins may include advertising, point-of-purchase displays, product sampling and other tools. Another reason for brand placement’s growth is the opportunity for “implied endorsement” from celebrities, especially those who do not engage in more traditional endorsement deals. Movie and TV show producers may be particularly willing to accept placement deals because of the increasing cost of making shows (Karrh, 1998). Brand Placement is possible in basically any form of mass media and in this research the focus will be on film placements.
A.1.e The Effectiveness and Efficiency
Brand Placements are believed to be more effective in reaching the target audience than traditional advertising spots because they are immune to ad skipping (Karniouchina, 2011).
The efficiency of brand placement was traditionally seen by its ability to rely on transference mechanisms. Instead of competing against other advertisements in more traditional advertising channels, product placement acts in a more unobtrusive way, because it creates positive associations, aspirations, and symbolic meanings connected with the underlying movie content (Russell, 1998; Karniouchina, 2011).
But a review of experimental studies of placement effects reports only mild effects on audience memory for placed brands and no evidence of attitude change (Homer, 2009; Karrh, 1998). In addition, some studies report effects on purchase intention while none have found significant impact on audience attitudes toward placed brands or the programs themselves (Karrh, 1998). Overall, the empirical evidence for the tangible benefits of brand placement is mostly anecdotal and studies that empirically demonstrate its economic worth are scant at best (Sengrave, 2004; Karniouchina, 2011).
A.1.f Success Stories
But there is some practical evidence. For example: In 1982, a newly introduce candy „Reese‘s Pieces“ was used to lure a frightened alien out of hiding in the science fiction movie E.T.: The Extra-Terrestrial. The film quickly generated over $300million and Hershey was claiming a 65% increase in sales of Reese‘s Pieces (Karrh, 1998; Time 1989).
Another example are the Wayfarer sunglasses. Ray-Ban considered the lifespan of its Wayfarer model sunglasses to be almost over when it placed them in Risky Business (1983). Before the release of the movie, the declining sales were at approximately 18,000 units a year. After the movie release, the annual sales of the revived product jumped to 360,000 units. By 1989, following a number of successive placements (e.g., Top Gun [1986]), sales reached 4 million units (Karniouchina, 2011; Karrh, 1998; Sengrave, 2004).
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- Citar trabajo
- Mona Carolina Frank (Autor), 2012, Product placement of BMW, Múnich, GRIN Verlag, https://www.grin.com/document/231916
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