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The COVID-19 pandemic has limited the opportunities for offline shopping significantly for the American population, yet it has also breathed a new life into online shopping and, consequently, into digital marketing. As a result, streaming services such as HBO and Netflix have received a massive opportunity to introduce product placement into their shows, which they are likely to be willing to exploit (Choi and Lee 287). Therefore, recent HBO and Netflix shows can be used as the vehicle for marketing hair products through product placement. By using the show such as “Big Little Lies,” one will be able to market technological accessories such as AirPods Pro with a charging case to the target audience successfully.
The reason for using the specified show is the fact that it is set in the present time, which is why the incorporation of technological innovations into the background seems appropriate. In addition, the three characters portrayed in the show as its leading cast are easily relatable to the target audiences, which creates premises for the specified characters to be imitated by the viewers (Spielvogel et al. 8). As a result, the subtle details such as the products that they use, including gadgets such as earbuds, will draw the attention of the audience yet will not seem obnoxiously obvious as product placement. Thus, people will intuitively want to buy the products in question.
The focus on family values and the relatable character of Reese Witherspoon is expected to become particularly important aspects of the show that will attract the audience and encourage them to pay close attention to the stylistic choices that people in the show make. Therefore, it is believed that people will notice the earbuds, consider them a stylish and useful accessory, and want to purchase them as well (Naderer et al. 853). Therefore, the show is bound to serve as a promotion tool for the product in question.
Works Cited
Choi, Yeong-Hyeon, and Kyu-Hye Lee. “Changes in Consumer Perception of Fashion Products in a Pandemic-Effects of COVID-19 Spead.” The Research Journal of the Costume Culture, vol. 28, no. 3, 2020, pp. 285-298.
Naderer, Brigitte, et al. “Placing Snacks in Children’s Movies: Cognitive, Evaluative, and Conative Effects of Product Placements with Character Product Interaction.” International Journal of Advertising, vol. 37, no. 6, 2018, pp. 852-870.
Spielvogel, Ines, et al. “Disclosing Product Placement in Audiovisual Media Services: A Practical and Scientific Perspective on the Implementation of Disclosures across the European Union.” International Journal of Advertising, vol. 1, no. 1, 2020, pp. 1-21.
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