Product placement or just simulation of real life?  

Sjoerd Z. 24 september 2007 

Product placement is a trend in the marketing that’s getting bigger and bigger. Advertisers are searching for new ways to reach the consumers. The modern consumer has created a shield to protect himself against all the advertising he gets to see everyday and everywhere. The advertisers have to replace the in-your-face ads with softer ways of advertising. Product placement is a possible solution and is getting more and more popular. But is this development a good thing for the film industry? Who wants to see a film that is one big commercial? Some say this is a bad thing and others say that it’s just a simulation of real life.  

What kind of products are using product placement?

Famous examples of product placement are: Ray-Ban sunglasses in the movies: Risky Business and Men in Black 2, Pepsi Products in the movies: Back to the future and Austin Powers and Apple in the movie you’ve got mail. Using Product placement is popular by the following kind of products: Drinks, food, cars, computers and clothes. This is because this products are taking part in the daily life’s of the costumers. In films people are getting to see the daily life’s of other people surrounded by this products. But is it necessary to put the brand names on the screen? 

Is product placement going to far?

There are many people who are saying that the advertisers are going too far. Filmmaker David Lynch has only one word to say about this growing trend: “Bullshit” This is the answer he gave in an interview about product placement on the question: “How do you as a filmmaker feel about this growing trend?”(adformatie 2007) This is an answer you can expect of a filmmaker who is trying hard to make beautiful films. If this trend continues there comes a day that all films are polluted with the advertising of brands. This is something people like David Lynch don’t want to think about. However, there are filmmakers with another opinion about this subject. Michael Bay known from the movie Transformers is saying: “There are products in everything in everyday life. Do people think there shouldn’t be brand names or something? Everything is branded. I hate commercials when they take logos off of stuff. It’s not real life.”(howstuffworks 2007) So he is saying that seeing the names of brands in films in undeniable. If there were no brand names in films the films where unrealistic according to his opinion.On the other hand there are brands you see very often in television shows and not that much in real life. For example it’s a little bit strange that the apple computer appears in a lot of TV shows while Apple has only 5% of the US computer market. I wonder what Michael Bay has to say about that. 

The conclusion is that some brand names in movies are undeniable. Brands as Coca-Cola and McDonalds are spread over the whole world and are taking part of many life’s. There is a difference when brand names in a movies and television shows are not showing a realistic view of the real world. Like for example the brand name of Apple.     

Bronnen Howstuffworks (zj). Katherine Fordham Neer How product placement works. Geraadpleegd op 24 September 2007 van: http://money.howstuffworks.com/product-placement1.htm  

Howstuffworks (zj) OJ Fagbire Product placement- Next level marketing. Geraadpleegd op 24 September 2007 van: http://www.howstuffworks.com/framed.htm?parent=product-placement.htm&url=http://www.productplacement.biz/ 

USA today (10-oktober-2006) Laura Petrecca Product placement – You can’t escape it. Geraadpleegd op 2 september 2007 van: http://www.usatoday.com/money/advertising/2006-10-10-ad-nauseum-usat_x.htm

 Adformatie (4 april 2007) Michael van Os. David Lynch over Product placement. Geraadpleegd op 24 september 2007 van: http://blog.adformatie.nl/index.php/entries/david-lynch-over-product-placement/  

Washington post (15 april 2006) Sara Kehaulani Goo. Apple Gets a Big Slice Of Product-Placement Pie. Geraadpleegd op 24 september 2007 van:http://www.washingtonpost.com/wp-dyn/content/article/2006/04/14/AR2006041401670.html

By Roderick Verplanken, October 16, 2007 

“Get your private, free email at http://www.hotmail.com” is a classic example of viral marketing. When a Hotmail-user sends a e-mail, the receiver gets under at the message the Hotmail-text. When the e-mail is sent again, it spread out the message as a virus. On this manner Hotmail has become big on a very fast way and Hotmail got a lot off fame. 

What is viral marketing?Viral marketing wants to increase the reputation of a particular brand or the feeling that someone gets off the brand. Viral marketing communicate on the same manner as a virus. Someone communicates the message trough the Internet, sms or e-mail and everybody who receives the message could also become the sender. Viral marketing is also named word of mouth marketing, because it is a new variant on the old-fashioned word of mouth advertising. A good example of viral marketing is Hotmail. 

Advantages viral marketing

• Viral marketing is fast. The message spreads very fast and you can adapt the message quickly.
• Viral marketing is cheap. On a cheap manner, you are able to reach a lot off people. In the case of e-mail, you can automatically put a standard text under every outbound e-mail.
• Viral marketing closes well with specific target groups as younger persons, they are difficult to reach trough the traditional media.
• In a short time a large target group can be reached. 

 Disadvantages viral marketing

• Some people do not appreciate to receive movies and other expressions. It’s possible that this gives a negative vibe on the brand.
• Viral marketing is difficult to stop. Unknown people for the business send on the message.
• The planning of a viral campaign is difficult and requires specific skills. What was successful in the past does not generally be a success in the present.
• If it by the look at of the viral quite fast becomes clear that it is a commercial campaign, the viral has less chance to become successful. 

Is it the future or just irritating?

Viral marketing is becoming bigger and bigger. It becomes more accepted, because one has been familiarised with this form of marketing. At the other side, a lot off people find viral marketing irritating, because it’s everywhere they look. It’s in every e-mail and sms nowadays. I think it’s definitely the future for the businesses if you look at the advantages. It’s fast, cheap and easy. But they have to watch out, because a lot of people are all ready think it’s very irritating. The businesses have to find the right balance between too much viral marketing and just enough.    

Words: 438

sources

The ClickZ Network. Sandeep Krishnamurthy Is Viral Marketing All It’s Cracked up to Be? http://www.clickz.com/showPage.html?page=823941

The ClickZ Network. Blake Rohrbacher The Power of Viral Marketing http://www.clickz.com/showPage.html?page=821371

The ClickZ Network. Kim Brooks Viral Marketing: Pitfall or Windfall? http://www.clickz.com/showPage.html?page=821371

Minutes of the international meeting

 1 Opening

The chair welcomed everyone. Japan, Germany, Russia and Mexico were represented.Everyone received last meetings’ minutes.

 2 Anouncements

The chair started telling the main reason for the meeting. There were some troubles needed to be solved. She also asked if everyone received her e-mail. 

3 Timing

There happened to be different views on how to deal with deadlines. Germany wanted to keep them very strictly, but the other members of the meeting didn’t. They came to the compromise that, when really necessary, deadlines could be moved. But the final deadline can not be moved. 

4 Meetings

Not everyone thought of the meetings as being relevant. Russia and Mexico wanted to cancel the weekly meetings. But Germany and Japan didn’t agree with that. In the end, they came to the agreement to meet once a week in stat of two.   

5 Minutes

The minutes needed to be written shorter. So all members can read them quickly.

 6 Project leader

Germany thought it was important to have one overall project leader. First the other countries didn’t agree, but after a discussion, they did. So Germany was chosen to be the project leader. 

7 Any Other Business

Nothing further came up for discussion

 8 Date next meeting

The next meeting will take place according to schedule, on 20 October at 2 p.m.

 9 End of meeting

The chair thanked everybody present for their contributions to the discussions and closed the meeting at 2.35 p.m.

Minutes of the meeting of 02-10-2007 

1 Opening

The chair welcomed everyone. Everyone had received the minutes of the last meeting.

 2 Announcements

The chair started with telling the main topic: Board riding and video sharing. Then she asked if everyone has received her e-mail. 

3 Introducing the topic

Tari explained the topic and asked everyone about their views on it. The chair came up with the first idea, which was the promotion of the website. She also said it was important to communicate the difference between their website, and websites like YouTube. 

4 Ways to promote the website

They came up with some ideas for advertising:MTV               Eurosport                    Discovery Channel                 ISBNAlso magazines and other websites. 

5 Other businesses

Nothing further came up for discussion 

6 Date of the next meeting

The next meeting will take place on 7-10-2007 01.00 p.m. 

7 End of the meeting

The meeting was closed at 01.25 p.m.

Real advertisements, in a surreal world 

By Andrea Hoogland 

A new phenomenon in the world of advertising is advergaming. Advergaming is the practice of using video games to advertise a product, organization or viewpoint. The term “advergames” was introduced in January 2000 by Anthony Giallourakis. It was later mentioned by Wired’s “Jargon Watch” column in 2001, and has been applied to various free online games commissioned by major companies. This article describes an example of how advergaming can be used succesfully. The focus of this article is on promoting clothes for girls. 

To make advergaming successful, it’s important to realise what keeps your target group busy. What do they like? How do they spend their money? And their spare time?Generally speaking, I think you can say that girls, or women, like to go shopping. When you’re doing a little research in, for instance, the nearest mall. You will see a lot of girls and women walking around to (window)shop the latest fashion. Anything that has to do with clothes, shoes, make-up, in short appearance, keeps most girls busy. Especially with girls in the age of 17-20 the question: ‘How do I look’ is a big issue. Do I want to look sportive, ladylike, sweet, cool, alternative? Clothes are taking a big part in expressing what your style is. 

On the internet I found this new game in which you create and own your own closet. Which means you don’t have to be satisfied with one look, because after you are dressed up in one style, the ‘virtual you’ can look totally different. Maybe you didn’t dare to wear that funny dress in real life, but in the game you can still discover how it fits you. And then maybe you do get enthusiastic to buy it in real life.This describes the sort of advertising element of the game, first of all you are just playing a game but next to that you get notice of the new collections of different brands in clothing.  

Though in the game I found on the internet, there were no brands involved. I think that it might be an interesting idea if brands like O’Neill or Replay or Nike use these kind of games to communicate their new collections to the focus groups. In that way the girls (in this case) can mix and match a lot of different shirts, skirts, sweaters, trousers, blouses and get enthusiastic for the combinations. The perfect result would be, that after playing the game, they visit the (online)shop of the brand(s). I

n short, developing a game that matches the fervour of your target group, can make it interesting for brands to advertise in such games. While playing the game, your future costumers get introduced with your brand.  

Words: 459

Sources:

http://en.wikipedia.org/wiki/Advergaming,              21-09-2007

http://www.emerce.nl/nieuws.jsp?id=1457380        30-09-2007

http://www.myvirtualcloset.com/                             21-09-2007

I love to go shopping. My girlfriends love to go shopping. My 6 year younger sister and all her girlfriends love shopping. My 49 year old mom, loves shopping. I think we can say that girls, ladies, women just like to go shopping very much.Anything that has to do with clothes, shoes, make-up, in short appearance, keeps most girls busy. Especially with girls in the age of 17-20 the question: ‘How do I look’ is a big issue. Do I want to look sportive, ladylike, sweet, cool, alternative??? Clothes are taking a big part in expressing what your style is.On the internet I found this new game in which you create and own your own closet. Which means you don’t have to (genoegen nemen) with one look, because after you are dressed up in one style, the ‘virtual you’ can look totally different. Maybe you didn’t dare to wear that funny dress in real life, but in the game you can still discover how it fits you. And then maybe you do get enthusiastic to buy it in real life. So there is the sort advertising element of the game, first of all you are just playing a game but next to that you get notice of the new collections of different brands in clothing. Though in the game I found on the internet, there were no brands involved. I think that it might be an interesting idea if brands like O’Neill or Replay or Nike use these kind of games to communicate their new collections to the focus groups. In that way the girls (in this case) can mix and match a lot of different shirts, skirts, sweaters, trousers, blouses. …….

 By Roderick Verplanken, Andrea Hoogland, Sjoerd Zijlstra en Daan Vrijsen.16 October 2007 

The new ladies summer collection is out there now. The new collection is for every sports-loving surf/snow girl or women. O’Neill had created a totally new line with something for everyone, all kinds of colors and a lot of different creations. The consumers reacted surprised at the new summer collection. In 2008 O’Neill organizes a few events to promote the summer collection. 

The new ladies summer collection of O’Neill is filled up with nice tops, dresses, accessories, bottoms footwear and swimwear. O’Neill has chosen blue, white and black as their main colors. Beside these colors there are dresses with full colored flower patterns. On the bikini’s they are also using flower patterns very often. Beside the bikini’s and the board shorts they have normal shorts. These normal shorts are falling above the knees and most of the shorts have a blocked print on them. There are also jeans in the collection. These tight jeans are falling below the knees, the so-called three-quarter jeans. The footwear in the collection is split up in sandals and flip-flops. The flip-flops are less expensive. They are mend to be used on the beach or for short walks. The sandals are more expensive and also more comfortable. They could be used to walk on all day long. Bags, Backpacks and caps are the accessories in the collection. Most of the bags are large bags and they have nice flower patterns on them. The name of O’Neill is clearly visible on the different hats.     

The name of O’Neill is clearly visible on the different hats.     

 In front of a O’Neill shop in de Kalverstraat in Amsterdam we asked a few girls what they bought in the store, and why they bought it. The first one said she was going on a holiday and needed new swimwear: “I’m going to Mallorca, for the sun and the sea, so I needed a new bikini. I saw this pink one with flowers on the Internet, that’s why I went to the O’Neill shop to try if it fits, which it did perfectly. So I bought it”. Another girl comes out the store with two bags full of clothes. “I was just looking for some t-shirts, but I didn’t know that the collection of O’Neill was so various”. She shows us a set of a beige skirt with a shirt with pink, orange en beige colors. Out of the second bag she shows us a dark brown, hooded sweater. “This one is for the evenings, when it gets colder. In pink letters the text on the sweater says: ‘O’Neill Way of life’.“Isn’t it cool?” she asked us. Yes, nice match lady!  

“I was just looking for some t-shirts, but I didn’t know that the collection of O’Neill was so various” 

O’Neill wants to promote the new summer collection of 2008 with big surf events. O’Neill The Mission is one of the events. The Mission 2008 will set the stage for a hand-picked selection of the world’s best surfers to explore and tame French Polynesia’s heaviest reef breaks from 27th May – 4th June 2008. O’Neill Domburg Classic is even a surf event. The O’Neill Domburg Classic is a competition where the best surfers of Holland, Belgium and Luxemburg meet each other. Another surf event is the O’Neill Highland Open. The mythical reef break of Thurso East will play official host to the event. Thurso is the most northern town of Great Britain so the Highland open is widely recognized by surfers across the world as the coldest event of the world. A total prize purse of $125.000 will bring the world best surfers to Thurso. O’Neill is also organizing the O’Neill Surf Academy. Now it’s the twelfth time O’Neill organizes the Surf Academy. The Academy travels through Europe hitting up beaches all over the place and teaches kids to surf. In all the events O’Neill is promoting the summer collection of 2008.  

If you are you interested in de new ladies summer collection of O’Neill? Go to www.oneill.com and check the whole new summer collection of 2008 and check  the shop locater and find the nearest O’Neill shop.  

Aantal woorden: 709

Door:                    Daan V Groep:                 RV206a1Datum:                22 September 2007

You have waited all day to go home and relax after a heavy day at work. You are sitting in your favorite chair and you watch the match of your favorite football team. Your feet propped up on the table and you are thinking: life is good! But then, there appears a big pop up on your television screen. In the middle of an exciting football match appears a stupid detergent commercial. Maybe this is the future, a new way to draw the attention of the costumer.  

The pop ups at my computer screen are annoying me. Fortunately I can click it away, this is an advantage of the interactivity of the computer. But the television isn’t interactive (on this moment). Imagine, one football player, in your exciting football match, is injured. The attendant runs into the field and attend the injured player. Suddenly there appears a pop up commercial on the television screen. Should I be afraid this is the future? 

According to Harry Dekker (media director from Unilever Netherland) it wouldn’t be the future. “The bottom is reached. On this moment the future of the medium is in danger. The television market must reset the programming.” This is only one statement of Dekker. Shortly the elucidation of Dekker is all about the excess of television commercials. Probably in the future the viewer is annoying the commercials so much so he stops using the medium.  Dekker: “It would be necessary to regulate the television programming.”  

An other development to prevent the television commercial is the hard disk recorder. The hard disk recorder comes into being digital television. The recorder copies a determined program. And when the costumer view rear the program, he can skip the commercials. The competition between the mediums is growing. So the companies can reach their target group by a lot of other ways. 

Conclusion

In the last age it was for companies complete apparently to chose the television to promote their company. But the last years the medium is under high pressure. The proximate cause: there are to much TV commercials. So the viewer being annoying. Of course there are a lot of arguments for company to chose for TV commercials. TV is the best medium to give a emotional dimension on a brand. Especially it is an appearance of advertising, about witch the costumer talks about. But there are still a few threats like hard disk recorders and digital television. So the future of advertising is still open. 

Aantal woorden:             419

Bronnen:

Marco Derksen (10 januari 2006). Toekomst tv-reclame in gevaar?. Geraadpleegd op: 22 september  2007, van: http://www.marketingfacts.nl/berichten/toekomst_tv_reclame_in_gevaar/

Marketing online (3 september 2007). De toekomst van tv-reclame. Geraadpleegd op: 22 september 2007, van: http://www.marketing-online.nl/nieuws/ModuleItem36915.html

By Roderick Verplanken, September 22, 2007 

What is viral marketing?

Viral marketing wants to increase the reputation of a particular brand or the feeling that someone gets off the brand. Viral marketing communicate on the same manner as a virus. Someone communicates the message trough the Internet, sms or e-mail and everybody who receives the message could also become the sender. Viral marketing is also named word of mouth marketing, because it is a new variant on the old-fashioned word of mouth advertising. A good example of viral marketing is Hotmail. When a Hotmail-user sends a e-mail, the receiver gets under at the message a Hotmail-text. When the e-mail is sent again, it spread out the message as a virus. On this manner Hotmail become big on a very fast way and Hotmail got a lot off fame. 

Advantages viral marketing

• Viral marketing is fast. The message spreads very fast and you can adapt the message quickly.
• Viral marketing is cheap. On a cheap manner, you are able to reach a lot off people. In the case of e-mail, you can automatically put a standard text under every outbound e-mail.
• Viral marketing closes well with specific target groups as younger persons, they are difficulty to reach trough the traditional media.
• In a short time a large target group can be reached. 

 Disadvantages viral marketing

-  Some people do not appreciate to receive movies and other expressions. It’s possible that this gives a negative vibe on the brand.

- Viral marketing is difficult to stop. Unknown people for the business send on the message.

- The planning of a viral campaign is difficult and requires specific skills.

- What in the past worked does not generally work in the present.If it by the look at of the viral quite fast becomes clear that it is a commercial campaign, the viral has less chance to become successful. 

Is it the future or just irritating?

Viral marketing is becoming bigger and bigger. It becomes more accepted, because one has been familiarised with this form of marketing. At the other side, a lot off people find viral marketing irritating, because it’s everywhere they look. It’s in every e-mail and sms nowadays. I think it’s definitely the future for the businesses if you look at the advantages. It’s fast, cheap and easy. But they have to watch out, because a lot off people are all ready think it’s very irritating. The businesses have to find the right balance between too much viral marketing and just enough.

sources

The ClickZ Network. Sandeep Krishnamurthy Is Viral Marketing All It’s Cracked up to Be? http://www.clickz.com/showPage.html?page=823941

The ClickZ Network. Blake Rohrbacher The Power of Viral Marketing http://www.clickz.com/showPage.html?page=821371

The ClickZ Network. Kim Brooks Viral Marketing: Pitfall or Windfall? http://www.clickz.com/showPage.html?page=821371

The new ladies summer collection is out there now. The new collection is for every sports-loving surf/snow girl or women. O’Neill had created a totally new line whit something for everyone, all kinds of colours and a lot of different creations. The consumers reacting surprised at the new summer collection. In 2008 O’Neill organizes a few events to promote the summer collection of 2008. 

The new ladies summer collection of O’Neill is filled up with nice tops, dresses, accessories, bottoms footwear and swimwear. O’Neill has chosen Blue white and black as their main colors. Beside this colors there are dresses with full colored flower patterns.      On the bikini’s they are also using flower patterns very often. Beside the bikini’s and the board shorts they have normal shorts. These normal shorts are falling above the knees and most of the shorts are having a blocked print on them. There are also jeans in the collection. These tight jeans are falling below the knees, the so-called three-quarter jeans. The footwear in the collection is split up in sandals and flip-flops. The flip-flops are less expensive. They are ment to be used on the beach or for short walks. The sandals are more expensive and also more comfortable. They could be used to walk on all day long.Bags, Backpacks and caps are the accessories in the collection. The most of the bags are large bags and they have nice flower patterns on them. The name of O’Neill is clearly visible on the different hats.    

 In front of a O’Neill shop in de Kalverstraat in Amsterdam we asked a few girls what they bought in the store, and why they bought it. The first one said she was going on a holiday and needed new swimwear: “I’m going to Mallorca, for the sun and the sea, so I needed a new bikini. I saw this pink one with flowers on the Internet, that’s why I went to the O’Neill shop to try if it fits, which it did perfectly. So I bought it”.Another girl comes out the store with two bags full of clothes. “I was just looking for some t-shirts, but I didn’t know that the collection of O’Neill was so various”. She shows us a set of a beige skirt with a shirt with pink, orange en beige in it. Out of the second bag she shows us a dark brown, hooded sweater. “This one is for the evenings, when it gets colder. In pink letters the text on the sweater says: ‘O’Neill Way of life’.“Isn’t it cool?” she asked us. Yes, nice match lady! 

O’Neill wants to promote the new summer collection of 2008 with big surf events. O’Neill The Mission is one of the events. The Mission 2008 will set the stage for a hand-picked selection of the world’s best surfers to explore and tame French Polynesia’s heaviest reef breaks from 27th May – 4th June 2008. O’Neill Domburg Classic is even a surf event. The O’Neill Domburg Classic is a competition where the best surfers of Holland, Belgium and Luxemburg meet each other. Another surf event is the O’Neill Highland Open. The mythical reef break of Thurso East will play official host to the event. Thurso is the most northern town of Great Britain so the Highland open is widely recognized by surfers across the world as the coldest event of the world. A total prize purse of $125.000 will bring the world best surfers to Thurso. O’Neill is also organizing the O’Neill Surf Academy. Now it’s the twelfth time O’Neill organizes the Surf Academy. The Academy travels through Europe hitting up beaches all over the place and teaches kids to surf. In all the events O’Neill is promoting the summer collection of 2008. 

If you are you interested in de new ladies summer collection of O’Neill? Go on the website to the shop locater and find the nearest O’Neill shop.