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The article under consideration is called Product-placement planning and is dedicated to the scientific research of the product-placement planning. The article discloses the success rate of 470 products in 35 movies and considers such points as product placement, advertising media planning and interrelations between the viewer and the customer. The value of that article is in its untraditional approach to the market research.
The purpose of the research is to find the target market according to different criteria and to figure out what type of product-placement is the most important in accordance with the memory type of customer. As a result, the researchers defined that verbal product placement is more important than visual placement which has a direct relation with memory. The author of article also defines the importance of diversity of the target groups in respect to the age sex, the status in the society and psychological aspect. The author emphasizes that the main merit of the research is that one could observe the connection of the viewer and the movie and the consumer and the product at one the time.
The article also covers the points concerning the methods applied while conducting the research. The most widely used one is General Media Study the scope of which is to gather information about the movie viewers via magazine articles, newspaper, television adds, radio. According to this study, 35 movies were the winners of successful product planning. The author of the article points out the merits and drawbacks of the method under consideration. The great advantage of that method is the research was carried out in the shortest time. The weak point is that the method didnt reflect the wide variety of the requirements to the brand. For more profound comprehension of the information the author presents the relevant diagrams that highlight the result of the research in a proper way.
Coming out of the research the author formulates the question for consideration and further solving them. While analyzing the results the authors pays attention to the general targeting accuracy stating that movie is a reliable bearer for the advertised goods in the product was reasonably placed. That proved the skillfulness of the advertisers and their awareness of the market. Moreover, the analysis of movie characteristics and placement condition were also taken into consideration. Secondly, beside target accuracy the author makes a conclusion that the success of product and the plot of the movie are closely connected. Hence comes, the more it is attached to the movie plot the more successful the product will be.
Summarizing up the article under consideration the author emphasizes the great value and high effectiveness of the study indicating that the movies are considered to be the relevant vehicles for advertising the product. Further, the study of differences of the target accuracy showed that the brand Pepsi has come to the core overcoming its competitors. After clarifying the final results the author pays our attention to future research based on the previous one that will be consisted of several points. Therefore, the article will help the researcher in future successful studies of the target market. Owing to that fact, the author of the article has made an important contribution to the improvement of the advertising process and to the development of the marketing strategy. Therefore, the article has a lot of perspectives for further amelioration of advertising schemes.
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