Introduction
Product placement can be considered a new marketing tool when associated within motion pictures and television. It can result in a more positive brand attitude when the product is associated with a character or group of characters that are preserved to be positive in the eyes of their audience. It is the intention of this study to look at the effects of product placement and it's use in combination with advertising and their effects on the target audience. This literature review is an attempt to view both sides of the controversial issue.
Problem Statement
The problem of this study is the effect of product placement, used as a marketing tool, in motion pictures, television, literature, Internet, and in games, and the
(Weinberg)
Weinberg also asked the question what are the benefits of the television production team to use product placement. "Keep in mind I do have a budget, which was never enough money. Product Placement helped me stay within my budget. I would rent 4 briefcases, buy 4 briefcases and get another 12 briefcases from Product Placement land for free. Not only did it save me money but I also had many choices for the actor or director to make a selection from." (Weinberg) It was commented in an article entitled Product Placement and politics of advertising, "Product Placement is a surreptitious marketing tool whereby products are 'placed' in films and TV shows. The audience thinks the product 'just happens to be there'. In fact the TV/film producer saves substantial amounts of money through 'product placement' and the 'prop houses' are paid substantial amounts of money for their successful placement of the product in the public eye."
In Weinberg's conclusion he said, "I have been told that in the future while one is watching a television show one will be able to pause the show and order a product or service right there and then. Though that may sound exciting to the Corporations who are involved in Product Placement, I find it very sad. I don't think Alfred Hitchcock would like that at all. Product Placement should make sense. If all the labels were turned around in every scene that would look unrealistic."