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Product placement is the targeted positioning of branded products through different audio-visual forms of commercial communication. It is also recognized by the names of advertising integration, embedded marketing or brand integration. It is the targeted placement of brands through different media forms, which involve reference or inclusion of products, services, trademarks or logos in a way that it is highlighted or specifically featured in the commercials, movies or other media programmes. The term is specifically used in Marketing and Media Economics for the integration of words, pictures of goods, brands, names, activities of the producer of goods or services in a movie or TV program with the aim of promoting a specific product or service. It is an instrument of communication policy in marketing and mainly used in film and television productions, as well as, video games.
Product Placement could be of 12 types, which include Verbal Placement, Creative Placement, On-Set Placement, Generic Placement, Title Patronage, Information Placement, Corporate Placement, Musical Placement, Political Opinion, Country Side/Country Placement, Celebrity Placement (celebrity endorsement) and Purchasing of TV programmes, Newspaper or Article by the brand name. Some famous examples of product placement include the James Bond film ‘A View to a Death’, which highlighted Seiko watches, Bogner-laundering, Louis Vuitton suitcases, Bollinger champagne and Cars from Renault. The significance of this type of advertisement can be gauged by the example of the James Bond film ‘Die Another Day’, which generated around 120 million Euros solely by product placement. There were about 20 brands on display including 7-Up soda, Finlandia vodka, Bollinger champagne and Ford with its brands Aston Martin, Jaguar and Thunderbird, and Range Rover.
