Integrated Product Placement Angelic Lara and Kim Pendergrass 2012

Apple products were in MORE THAN 40% of top movies last year

Why Product Placement? The New Norm  Fewer people watch TV advertisements  Social media chatter is driving more purchasing decisions  Less intrusive than traditional advertisements

Hollywood / Business Relationship Symbiotic Relationships  Hollywood needs companies to help promote films and series  Companies use the “soft sell” influence through association  Products on loan  Oprah’s booklist – 16 of the 46 jumped to bestsellers

Apple’s Strategy  Does not pay for product placement  Discussed or shown 891 times on TV in 2011  Appeared in 40% of movies that topped offices  1990’s marketing strategy change: Free devices to the film industry  1997 logo flip  Mission Impossible featured 8 minutes of screen time

Modern Family It’s all about the products:  Toyota, Audi and Target  Turns down 90% of offers  Products are made key parts of the storyline  Toyota recalls – 16 appearances in 2009  Realism – Integrated into there daily lives  Every second is worth $8,300

Sources cles/ /apple-the-other- cult-in-hollywood 5_importance-product-placement- marketing-strategy.html y-modern-family-still-drives-toyota orks/brands-products-modern- family-make/232271/