Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics

by Galician; Mary-Lou

• ISBN13: 9780789025357
• ISBN10: 0789025353
• Edition: 1st
• Format: Nonspecific Binding
• Copyright: 2004-05-18
• Publisher: Routledge

Summary

This book examines product placement, related media marketing strategies, and their impacts upon consumers. The contributors are national experts in a variety of mass media specialties, who address product placement in terms of historical context, Hollywood, brand synergy and brand identity, and legal/ethical issues. You'll also find fascinating case studies focusing on product placement in movie and television programs, in books, and as a marketing technique for medical products--plus examinations of the impact of adding an audible reference to a visually prominent brand placement and of the use of generic or fictitious products in otherwise "realistic" films.

Table of Contents

Introduction: Product Placements in the Mass Media: Unholy Marketing Marriages or Realistic Story-Telling Portrayals, Unethical Advertising Messages or Useful Communication Practices?	1	(8)
Mary-Lou Galician
THE PRACTICE OF PRODUCT PLACEMENT
Insinuating the Product into the Message: An Historical Context for Product Placement	9	(6)
Kathleen J. Turner
The Evolution of Product Placements in Hollywood Cinema: Embedding High-Involvement "Heroic" Brand Images	15	(22)
Mary-Lou Galician, Peter G. Bourdeau
Advertainment: The Evolution of Product Placement as a Mass Media Marketing Strategy	37	(18)
Susan B. Kretchnier
Merchandising in the Major Motion Picture Industry: Creating Brand Synergy and Revenue Streams	55	(10)
Charles A. Lubbers, William J. Adams
The Extensions of Synergy: Product Placement Through Theming and Environmental Simulacra	65	(24)
Scott Robert Olson
CONTROLS ON PRODUCT PLACEMENT
Product Placement and the Law	89	(12)
Paul Siegel
On the Ethics of Product Placement in Media Entertainment	101	(32)
Lawrence A. Wenner
The Role and Ethics of Community Building for Consumer Products and Services	133	(14)
Dean Kruckeberg, Kenneth Starck
CASE STUDIES OF PRODUCT PLACEMENT
A Comparison of Product Placements in Movies and Television Programs: An Online Research Study	147	(12)
Beng Soo Ong
Product Placement of Medical Products: Issues and Concerns	159	(12)
Christopher R. Turner
Cast Away and the Contradictions of Product Placement	171	(14)
Ted Friedman
Brand Placement Recognition: The Influence of Presentation Mode and Brand Familiarity	185	(18)
Ian Brennan, Laurie A. Babin
The Bulgari Connection: A Novel Form of Product Placement	203	(10)
Richard Alan Nelson
COMMENTARY
When Product Placement Is NOT Product Placement: Reflections of a Movie Junkie	213	(6)
David Natharius
INTERVIEWS
A Leading Cultural Critic Argues Against Product Placement: An Interview with Mark Crispin Miller	219	(4)
Mary-Lou Galician
A Rising Independent Filmmaker Argues for Product Placement: An Interview with Samuel A. Turcotte	223	(4)
Mary-Lou Galician
Harry Potter, Coca-Cola, and the Center for Science in the Public Interest: An Interview with Michael F. Jacobson	227	(6)
Mary-Lou Galician
A Pulitzer Prize-Winning Media Critic Discusses Product Placement: An Interview with Howard Rosenberg	233	(4)
Mary-Lou Galician
MEDIA REVIEW
Screening MEF's Behind the Screens: Hollywood Goes Hypercommercial (2000)	237	(4)
Mary-Lou Galician
ROUNDTABLE
Product Placement in the 21st Century	241	(18)
Edited by Mary-Lou Galician
RESOURCE GUIDE
A Product Placement Resource Guide: Recommended Publications and Websites	259	(10)
Richard Alan Nelson
Index	269