areas: promotion: materials

ARContribution by Mary C. Gilly
 
To provide an addition or correction email arc@ama.org.

Related Page: Movie Marketing

Suggested Product Placement Sources:

• "Behind the Screens: Hollywood Goes Hypercommercial":
  Wayne’s World, Forrest Gump, The Lion King, Summer of Sam, Toy Story
  http://www.mediaed.org/videos/CommercialismPoliticsAndMedia/BehindtheScreens
• The Firm – Red Stripe beer
• The Jack Benny Show
• Seinfeld – Snapple, Drakes coffee cakes?, Cadillac, Haagen Daz, Junior Mints, Pez
• Barbershop – Dunkin Donuts
• The Block  (reality TV show, Australia; 40 product placements in1st 10 mins of 1st episode)
• The Sopranos – Sharp DVD players
• E.T. The Extra Terrestrial (1982) - Reese's Pieces and Coca-Cola
• Strictly Ballroom (1993) - Coca-Cola
• Cast Away (2000) - Fed-Ex, Wilson Sports Products, hence the character of "Wilson"
• I Am Sam (2001) – Starbucks
• Minority Report (2002) – Various
• Hamlet (2001, dir. Michael Almereyda) - Soliloquy given in Blockbuster Video
• Where The Heart Is (2000) - character lives in Wal-Mart
• The Italian Job (2003) - Mini Coopers
• Pulp Fiction (1994) - A lengthy conversation about McDonald`s and Burger King
• All James Bond “007” Films - Cars, Watches, Electronics
• Pirates of the Caribbean: The Curse of the Black Pearl (2003) and The Haunted Mansion (2003) – based upon theme park rides
• The Truman Show (1998)
• All My Children – Enchantment perfume
• Guiding Light and One Life to Live – featured characters writing books later sold to the viewing public in bookstores
• Oliver’s Story (sequel to Love Story)
• Random Hearts – Heineken
• My Fair Lady
• One Flew Over the Coo-Coo’s Nest – Juicyfruit (Wrigley)
• Sex and the City – Apple computer, Marlboro’s, Prada, Manolo Blahnik, Cartier, Christian Dior, Jimmy Choo, Absolut  Vodka, Fendi, Oscar de la Renta, Durex
• Queer Eye for the Straight Guy
• Turner and Hooch
• BMW short movie series
• Friends – Pottery Barn
• Kissing Jessica Stein – Nine West shoes
• Shrek 2
• Sharktale
• Mother
• Panic Room – Evian
• Blues Brothers 2000
• Jerry Maguire – Reebok (high profile deal that went awry)
• My Big Fat Greek Wedding – Windex
• You’ve Got Mail – AOL, Starbucks, New York Times
• Shopgirl – Saks Fifth Avenue
• Jurassic Park – Ford Explorer
• Jurassic Park 2 – Mercedes SUV
• Attack of the Killer Tomatoes 2
• Silence of the Lambs – Arby’s wrappers (not particularly positive)
• Natural Born Killers – Coca-cola ads (not particularly positive)
• Mission: Impossible – Apple computers
• The Restaurant – Coors Light, Mitsubishi Endeavor, American Express, Vespa
   

Other Resources:

• Film from Steve Rothschild of General Mills on Yoplait
• The Persuaders (aired 11/09/04)
  http://www.pbs.org/wgbh/pages/frontline/programs/info/2303.html
• Shrum, L. J., ed. (2004), The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion, Mahwah, NJ: Lawrence Erlbaum.
  (Chapters by John McCarty, Sharmistha Law, Katherine Braun-La Tour)
• Media Lab (Massachusetts Institute of Technology) – experiment
• Wall Street Journal – Advertising Section (Thursdays)
• Smoke Screen – 60 minute special from 1997
• http://www.brandchannel.com/brandcameo_films.asp  (great resource)
  Gung Ho – film illustrating marketing/business concepts
• CNBC Show – Business Today (placement of cars in movies)
• AC Nielsen report on TV Product Placements (Ad Age story)
• “Introducing the BMW Z3” case from HBSP, written by Susan Fournier– list of classic product placements in case itself or teaching note
• Cited URLs from the MERLOT Site: www.merlot.org  (great resource)
  And Now a Word from Our Sponsors -
  http://www.merlot.org/artifact/ArtifactDetail.po?oid=1010000000000049781 and
  Teachable Moments
  How Product Placement Works -
  http://www.merlot.org/artifact/ArtifactDetail.po?oid=1010000000000202185 http://entertainment.howstuffworks.com/product-placement.htm
  Product Placement -
  http://www.merlot.org/artifact/ArtifactDetail.po?oid=1010000000000202188
  http://www.med.sc.edu:1081/prodplacement.htm
• Kerin et. al. (McGraw Hill) principles textbook “Marketing” – includes a quiz for students matching products to films and /or TV shows in their support materials
• Website entitled "How Product Placement Works":
  http://money.howstuffworks.com/product-placement1.htm
• Mary-Lou Galician (Ed.), Handbook of Product Placement in the Mass Media: New Strategies in
  Marketing Theory, Practice, Trends, and Ethics. Binghamton, NY: Haworth Press, 2004, 288 pages, with index. Soft Cover ISBN: 0-7890-2535-3, Hard Cover ISBN: 0-7890-2534-5.
• A note from the "other side".  The mock horror site, Product Invasion.
  
   

Thanks to the Following Contributors:

Kevin Gwinner, Kansas State University
John McCarty, The College of New Jersey
Sylvia Keyes, Bridgewater State College
Cristel Russell, San Diego State University
L. J. Shrum, University of Texas at San Antonio
Margherita Pagani, Bocconi University(Italy)
Russell Casey, Clayton State University
Curt J Dommeyer, California State University, Northridge
Lisa Watson, Bond University (Australia)
Iain Black, University of Sydney
Vincent E. Georgie, HEC Montreal (Canada)
Marcia H. Flicker, Fordham University
Thorsten Hennig-Thurau, Bauhaus-University of Weimar (Germany)
Carol Ann Dorn, California State University, Dominguez Hills
Sweta Thota, James Madison University
Alicia F. Dixon, University of Alabama
Tim Jones, Nipissing University (Canada)
Bard Stillerud, University of North Dakota
Gerard Tellis, University of Southern California
Judy Cohen, Rider University
Dawn Lerman, Fordham University
Fang Wan, University of Manitoba
Ainsworth A. Bailey, University of Toledo
Cecilia Alvarez, Florida International University
Aron M. Levin, Northern Kentucky University
Richard J. Lutz, University of Florida
Julie A. Ruth, Rutgers University
Deborah Y. Cohn, Yeshiva University
Andrew M. Farrell, Loughborough University
Hemant Patwardhan, Winthrop University
Cathy Swift, Georgia Southern University
Amy Cox
Doug Robideaux
James A. Karrh, University of Arkansas at Little Rock
Kristy E. Reynolds, Louisiana State University
Christina Rodrigue, Louisiana State University
Sandy Lueder, Sacred Heart University
Richard Nelson

 

Mary C. Gilly
Professor & Director, Ph.D.Program
Graduate School of Management
University of California
Irvine, CA  92697
949.824.6154 (phone)
949.725.2829 (fax)