The Impact of Product Placement in Modern Marketing Strategies

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1. Product placement is considered as one of the useful mechanism because it allows the customer to form a more instinctual relationship with the company as opposed to being straight advertised to. When a brand emerges in a film, television show, or even other achievement, it is most probable just because of an advertising company reimbursed for the right to do so. Product placement is a kind of marketing in which labelled services and products are showcased in a high output. Product placements, furthermore recognised as "engrained marketing" or "embedded marketing," are frequently seen in films, tv programs, individual video files, broadcast, and, less frequently, stage shows. Businesses may pay a production house or studio in cash, products, or services in exchange for commercial advertising privileges (Emilia, 2022). If implemented right, product placement has proven to be the most influential way in creating a long-term relationship with customers in today's competitive marketplace. Product placements are incorporated, noted, or mentioned in a way that generates good emotions toward the advertised product. They aren't overt advertisements. Product placement is successful because it allows the audience to form a more pure relationship with the company. Some individuals assume that such marketing is innately inaccurate and manipulative to impressionable children. Product placement has become more advanced in the hands of advertising companies and producers. For illustration, the presentation of a product may be relatively obvious or effortless, as if the identical producer created every car, shoe, or beverage showcased in a film or television show. Another subtle strategy is to avoid displaying a label or logo while highlighting a product's distinctive colour or wrapping, like a curvaceous glass Coca-Cola vial. Product placement generates both overt and covert advertisements. Audiences of product placement, for instance, are more likely to recognise a product upon seeing it used in the subject matter. It can also shape and inculcate different attitudes toward brands, in addition to

increase purchasing intention. Brands that are associated with appealing protagonists or configurations tend to be more appealing to individuals (Sharma, and Bumb, 2022). With the spread of streaming and the multiplication of ad vision loss and banner loss of vision (the aptitude to overlook ads), a gap in the effectiveness of conventional aired on television marketing has established. A more advanced and powerful use of product endorsements can fill that void. A latest development is to sell the whole storyline to advertising companies. In post-production, digital editing technology has been used to initiate or start changing product placements, occasionally going back to alter products used in broadcast networks long after they were videotaped. When marketers attribute to their brands appearing in creations, production companies may participate in "product dislocation," which involves electronically removing emblems. Some other alternative, renowned as "greeking," involves changing or covering up recognisable stickers. Marketing professionals are looking for new ways to interact with their target customers. Product placement is one strategy that has remained popular over the past decade. There are numerous theories associated with the product placement theory that can be used by businesses to reap the benefits of product placement in terms of brand recognition and viewer behaviours.

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Figure 1: The Brand Iceberg (Source: Blake et al., 2022 The iceberg developing a good, as used by Davidson, varies according to the items or services provided. Outward appearance, for example, entails consumer product packaging as well as the visual appeal of the shop and commerce main stand in the instance of retail channels. Owing to distinct understandings of products and packaging, as well as differing degrees of markers, this component varies based on the category of packaged food. This is due to the nature of the services offered in a specific location which is generally seated, possessed by the service provider, or the time involved with the incapability to store services. Product placement is a system that incorporates several promotional aspects such as sponsoring, marketing, media affairs, and media exposure which can be understood from the figure given below. It is commonly challenging to draw clear lines between product placement and media exposure or endorsement. Figure 2: Product placement as a mixed form of promotion. (Source: Hirsch, 2022)

According to Choliski, product placement is defined as a brand or product appearing in programmes as per a predefined script like movies, TV serials, plays, paintings, sculptures, and other. Live stream advertising is simply a major sponsor, and brand names that appear in live programmes should indeed be handled as media exposure rather than sponsored content. Because the film can be seen anywhere in the world, sponsored content in film allows for the possibility of reaching a broader audience. It is an appealing offer for businesses with a global presence since it allows them to reach a worldwide customer base. 2. As the communication director for Evian, I would suggest another technique for brand sponsorship where each participant is going to depend on the other for their collaborative success. I would suggest for Coca-Cola which is a world-renowned brand to use word-of- mouth rather than press conference. The communication with the consumers can also be strengthened by incentivizing both the consumers and retailers to spread word-of-mouth strategy for the company. The advertisement should be close to people’s heart and therefore it needs to reach more people at a time. By appealing nostalgia and remaining ideals of the unity and connectivity, individuals need to share their stories related to the brand as well as their personal experience with the brand. For this purpose, I would prefer to apply the Shannon-Weaver communication model in this scenario. Claude Shannon and Warren Weaver established the Shannon-Weaver framework in 1948. It is a linear, or one-way, communication model. We should first describe the framework's main principles before digging into what it actually is. The communication is generated and delivered by the sender. The encoder converts signals into instructions by the encoder. Decoder: After obtaining the signals, the decoder generates a response. The

message's ultimate destination is the recipient. The noise would be any unrelated disruption in the route that could impede the transmission of the information (Al-Fedaghi, 2020). This theory can be applied in such scenario for promoting brand awareness to some extent. The sender plays a critical role in transmitting the messages to the end consumers for a particular brand. However, some issues can arise during applying this model such as technical issues, semantic issues and effectiveness issues. By eliminating unnecessary or troublesome noise, the notion of noise enhances communication. According to this model, communication is a two-way highway. The concept is now applicable to all kinds of communication. In the Shannon Weaver model, communication is believed to be quantifiable (Gillespie and Schiffman, 2018). 3 . In this case, Coca-Cola can recover its position through the use of experiential marketing. Implementing experiential marketing raises brand recognition and pleasantly modifies consumers' perceptions of a business. According to the study, pleased consumers' favourable brand encounters increase brand awareness. Companies should improve customer involvement as it gives consumers a feeling of engagement in enhancing their preferred

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brands. Customer contact offers detailed feedback that assists businesses to become even better (Le et al., 2019). Since customers are much more aware of brands' participation in experiential marketing events, it is also suggested that improving these occurrences is a prerequisite for Coca-Cola. Experiential marketing is recommended for this brand since it exposes brands and leaves a favourable impression on their customers. It is suggested that Coca-Cola increase brand loyalty in order to offer the brand more time to react to competitive moves made by competitors. Customer encounters affect opinions toward a company's brand. A business pays little to advertise its products when its consumers are committed to it. Companies must strengthen their pre- and post-sale marketing to repeatedly tell consumers the worth of their purchase. Based on the case study, experiential marketing activities allow the organisation to interact with customers on a more personal basis. Businesses take advantage of customers' loyalty by paying more for their services. This engagement marketing effort focuses on giving consumers an experience. It doesn't involve advertising or advertising, and it is not always about purchasing or selling items or services (Urdea et al., 2021). Not immediately, at all. Experiential marketing's primary objective is to create a deeper emotional bond between such a business and its customers while also leaving a favourable impression. Experiential marketing techniques don't always have to incorporate the item at all. They can revolve around an occasion, such as customers to create can try the thing for free or set up some showcase. Alternatively, it may involve retelling the brand's narrative and relating it to the aims and feelings they want the target audience to experience. Each day, customers are subjected to a tremendous quantity of advertising. Thus, Coca-Cola needs to differentiate itself from the competition. Establishing an empathetic relationship with the client is one method to separate their brand from competitors. Customers who have an

intimate attachment to a brand are more inclined to remember it and become loyal customers (Rather, 2020).

References Al-Fedaghi, S., 2020. Underpinning Theories of Software Engineering: Dynamism in Physical Sources of the Shannon Weaver Communication Model. arXiv preprint arXiv:2010.08538 . Blake, K.D., Gaysynsky, A., Mayne, R.G., Seidenberg, A.B., Kaufman, A., D'Angelo, H., Roditis, M. and Vollinger Jr, R.E., 2022. US public opinion toward policy restrictions to limit tobacco product placement and advertising at point-of-sale and on social media. Preventive Medicine , 155 , p.106930. Emilia, E., 2022. The Influence of Product Placement on Brand Awareness of Ellips Hair Vitamin on Indonesia's Next Top Model Youtube Channel. Inovbiz: Jurnal Inovasi Bisnis , 9 (2), pp.93-100. Gillespie, D.J. and Schiffman, R., 2018. A critique of the Shannon-Weaver theory of communication and its implications for nursing. Research and Theory for Nursing Practice , 32 (2), pp.216-225. Hirsch, S., 2022. Product placement in the meat substitute sector: Evidence from a spatial demand model. Le, D., Scott, N. and Lohmann, G., 2019. Applying experiential marketing in selling tourism dreams. Journal of Travel & Tourism Marketing , 36 (2), pp.220-235. Rather, R.A., 2020. Customer experience and engagement in tourism destinations: the experiential marketing perspective. Journal of Travel & Tourism Marketing , 37 (1), pp.15-32. Sharma, S. and Bumb, A., 2022. Product placement in entertainment industry: a systematic review. Quarterly Review of Film and Video , 39 (1), pp.103-119.

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Urdea, A.M., Constantin, C.P. and Purcaru, I.M., 2021. Implementing experiential marketing in the digital age for a more sustainable customer relationship. Sustainability , 13 (4), p.1865.

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