Product Placement: Advantages and Types

Product placement is an advertising strategy in which brands integrate their products or services within a narrative medium, such as movies, TV shows, or video games, instead of using traditional advertising spots. This technique allows brands to promote their products in a less intrusive manner, often seamlessly blending the advertisement within the story to create a more natural exposure to the audience.

Product placement has been an integral part of Indian advertising for many years. From Bollywood movies to popular TV shows, Indian brands have successfully used product placement to reach a wider audience and increase brand awareness. One great example is the Indian beverage brand Thums Up, which has featured prominently in many Bollywood films.

Thums Up has been so successful with product placement that it has become synonymous with action-packed Bollywood movies. Many movie-goers associate the brand with excitement and adventure. Thums Up plays an integral role in brand management, involving selective placement of a brand or product in exclusive niche channels. 

Must read: What is Product Management? 

This clever marketing strategy has helped Thums Up become one of India’s most popular and recognisable soft drink brands. It demonstrates the power of product placement in creating a strong brand identity. With the rise of social media and digital advertising, it will be interesting to see how Indian brands continue to use product placement to connect with consumers in new and innovative ways.

Explore: Online Product Management Courses

Table of Content

• What is Product Placement?
• Types of Product Placement
• Advantages of Product Placement

What is Product Placement?

Product placement is a marketing technique that strategically places a brand or product within a movie, TV show, video game, or other media type. It is a form of advertising where the product is integrated into the content in a way that is not explicitly stated as an advertisement. Product placement aims to promote a brand or product to a large audience without interrupting the viewing experience.

For example, a character in a movie might be shown drinking a specific brand of soda or using a particular type of smartphone. This subtle exposure can have a powerful impact on consumers. They may be more likely to remember and associate the brand with their positive emotions while watching the movie or show. It has become a popular marketing strategy for brands looking to reach a wider audience and increase brand awareness.

Types of Product Placement

Visual Placement

Visual placement is a subtle advertising technique where products are shown within scenes in various media forms. Unlike other advertising methods, it doesn’t draw attention to the product or focus on it. The aim is to expose the audience to the brand in a non-intrusive, natural setting within the narrative.

Example:

In the popular Netflix series “Stranger Things,” several brands were showcased through visual placement. Notably, Coca-Cola was seen when the characters were shown drinking New Coke, a product from the 1980s. Additionally, brands like Eggo Waffles and Chevrolet were visually placed, immersing viewers in a nostalgic yet branded narrative setting.

Verbal Placement

In the movie “Chennai Express,” the brand Nokia was featured through product placement, specifically with the Nokia Lumia 920 model. The movie’s star, Shahrukh Khan, showed this smartphone, providing the brand with good exposure in this popular Bollywood film. The scene showcased the Nokia Lumia 920 in a manner that allowed fans and the movie audience to recognize the brand and model, possibly persuading some to consider purchasing the phone for themselves.

Example:

A classic example of verbal product placement in Indian cinema comes from the movie “Mission Istaanbul” where Mountain Dew is mentioned. The movie is humorously referred to as a long commercial for Mountain Dew. It implies that there were verbal mentions of the brand throughout the movie, making the promotion quite blatant. This movie showcases instances where the dialogues were likely used to promote Mountain Dew. It aligns with the practice of verbal product placement to increase brand awareness among the audience.

Virtual Placement

Virtual placement is a modern advertising technique where branded products or logos are digitally inserted into movies, TV shows, or other media content during the post-production phase. Unlike traditional product placement, which requires physical products on set during filming, virtual placement offers flexibility as it allows for brand integration even after the content has been shot. This method enables advertisers to tailor the placement to fit better the narrative, aesthetic, or viewers’ preferences, making it a versatile tool for seamless brand promotion within the media content.

Example:

A notable example of virtual placement comes from the American TV show “Modern Family.” A Toyota Sienna appears in one episode, but it was digitally inserted into the scene post-production. This allowed the show’s creators to integrate the brand without having the actual vehicle on set during filming. Virtual placement like this enables a seamless inclusion of brands within the narrative while providing a level of flexibility and control to advertisers over how their products are portrayed.

Advantages of Product Placement

Increased Brand Exposure

One of the most significant advantages of product placement is increased brand exposure. Brands can reach a wider audience by featuring a product in a popular movie, TV show, or video game. Also, it exposes its products to potential customers who may not have otherwise been aware of them. This can help increase brand recognition and boost sales.

Improved Brand Recognition

It can also improve brand recognition. When consumers see a product in a positive context, such as being used by a popular celebrity or featured in a well-known TV show, they are more likely to remember and recognise the brand. This can lead to increased brand awareness and brand loyalty.

Enhanced Product Image

Product placement can also help improve a product’s image by associating it with positive emotions and values. For example, a product in a movie featuring a famous celebrity can become associated with glamour and luxury. This can help create a more positive brand image and increase consumer interest.

Targeted Advertising

Brands can strategically choose the movies, TV shows, or video games in which they place their products to reach specific target audiences. This allows for more effective and efficient advertising. For example, a brand targeting young adults may choose to place their product in a popular video game or movie that is popular among that demographic.

Cost-Effective Advertising

Compared to traditional advertising methods such as commercials or print ads, product placement can be more cost-effective to reach a large audience and generate brand awareness. This is because the cost of product placement is often lower than the cost of creating and airing a commercial while still providing similar levels of exposure.