"How Product Placement Works" is a one-page descriptive web page that explores various aspects of product placement. It is written by Katherine Neer and hosted within the popular "How Stuff Works" website located at www.howstuffworks.com. This site could be use to understand the purpose of product placement in advertising especially as it relates to movies and videos. Today creativity in advertising is critical. One must understand how to use alternative methods to promote products in order to be successful in the field of Marketing.
Type of Material:
The best use for this module would be a before-class reading to familiarize students with the concept of product placement. Instructors may wish to assign students the job of coming up with additional product placement examples seen in more recent movies and television shows.
Identify Major Learning Goals:
While not explicitly stated, the purpose of the site is to introduce some of the uses of and trends associated with product placement as an advertising strategy. This site provides some background on product placement in movies and television. There are a number of examples from these as well as examples from product placement in books, videos and songs.
Target Student Population:
Psychology, Sociology, Business majors, communicatiions and marketing. Undergraduate students of marketing, advertising, integrated marketing communications, and promotions.
Prerequisite Knowledge or Skills:
Throughout the page, there are many visual examples to support the ideas presented in the text. For example, a picture is provided showing how an apple laptop is depicted via product placement within the television series "24". The web page is organized into several areas such as:
Introduction to How Product Placement Works
What is Product Placement?
Realistic Product Placement
Arranged Product Placement
Getting the Job Done
Product Placement in the Movies
Product Placement on TV
Product Placement in Books and Video Games
Product Placement in Video Games
Product Placement in Songs
In addition, the bottom of the webpage provides related articles and external links about product placement. It is clear and concise.
While the use of visual examples is good, the author encourages the readers to "Take a minute to comb through your movie memories" and recall product placements from several movies. Unfortunately most of these movies were from the mid-1980's (e.g., Risky Business and Back to the Future" so the Gen Y/Millennial students of today may not be able to relate to them. But, at the same time, this provides an opportunity for the instructor to open up a discussion of product placements viewed in more recent movies.
I had trouble activating the video "Apple Laptop Companion on "24."
Potential Effectiveness as a Teaching Tool
The module is somewhat efficient in how students can learn a lot about product placement in a fairly short amount of time. There are a wide variety of examples of product placement besides what is seen in movies and TV (e.g., books, songs, video games). As students are exposed to product placement issues, they are sensitized to additional areas where product placement may be useful, such as online environments.
There are no learning objectives or learning activities associated with this module. As such, instructors will have to develop additional avenues for bringing the concepts to life.
Ease of Use for Both Students and Faculty
Because this module is just one web page, it is very easy to read and/or print. Most students can probably read the page in under 10 minutes. There is a list of suggested additional readings about product placement located at the end of the web page.
No concerns due to the short length of the module.
Search by ISBN?
It looks like you have entered an ISBN number. Would you like to search using what you have
entered as an ISBN number?
Searching for Members?
You entered an email address. Would you like to search for members? Click Yes to continue. If no, materials will be displayed first. You can refine your search with the options on the left of the results page.