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Morgan Spurlock, in the movie “POM Wonderful Presents: The Greatest Movie Ever Sold focuses on the ubiquity of advertising messages in aspects of modern life and the increasing existence of product placement. The irony of the movie is that it is funded through advertising and product placement and it is about the process through which it was funded. In the movie, Spurlock uses a slogan: “He's not selling out, he's buying in". This means that he is buying into the idea of product placement and advertisement as being part of life. While some may view the movie as Spurlock’s sarcastic way of hitting out at big brands which pervade into movies, television and other media, it is his way of embracing advertising methods used today.
The four elements of promotion are advertising, personal selling, public relations and sales promotion. In the movie, the elements are used severally Advertising is the kind of promotion that is paid for in channels that reach a wide audience. One of the most obvious ways in which advertising is achieved in the movie is by use of the title: “POM Wonderful Presents: greatest movie ever sold”. This is a form of advertising because it is paid for and bound to reach many potential customers. Personal selling involves communicating directly with individuals to make a sale. An example of this in the movie is when Spurlock calls “Mane-and-Tail,” a company dealing in horse shampoo, to try and have them sponsor the movie. Public relations involves activities and events that draw attention to the product such as press conference and seminars. An example of this in the movie is when Spurlock sells his idea (in person) to Sheetz, a chain of convenience stores in gas stations. Sales promotion is marketing communication in limited time that is aimed at stimulating demand. An example of this is the use of POM wonderful juice throughout the movie.