Too often product placement is not seen as part of the overall long term brand strategy. The thought is to get it in and get it visible, but we know the rules have changed and the consumer is filtering out more and more messages

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Touro University International

William S. Cupp

MKT 301

Principles of Marketing

Module 3

Dr. JoNel Mundt

Introduction:

Too often product placement is not seen as part of the overall long term brand strategy.  The thought is to get it in and get it visible, but we know the rules have changed and the consumer is filtering out more and more messages, as the media stage becomes more and more cluttered.  To get past this is all about finding the ideal venue- the cool product that represents the brand.  As video-on-demand and mobile content delivery evolve from mass to a niche market, it becomes easier to alienate people.  Now we need to get closer and focus in to get these new techniques to work.  So is product placement relevant?  Not under the old rules of advertising.  Effective product placement requires a level of confidence on the part of the brand for it to come off as original.  The goal of product placement is to make effective associations to the cultural narrative in the form of stuff people like and think is cool.  The problem is when brands forget that the most effective placement is the narrative looking to them.  (Stanley, 2002)

Is simultaneous distribution working for Wagner?

        Todd Wagner and Mark Cuban are experimenting with this “day-and-date” model utilizing various independently owned media properties, with a goal of providing a new distribution channel to consumers by giving them a choice of how, when and where they wish to see a movie.  (Waxman, 2006)  The ideal to date has been a success so far.  Upon their first test bed product “Bubble” which was released in theaters on a Friday as well as shown on the HD networks and video on demand channels, will be out on DVD the following Tuesday.  The time and place utility of this product is very flexible.  This is the first of six movies that are set to be released in this marketing channel.  

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What are the necessary ingredients that Wagner possesses that have led him to success?

        The main ingredient is that Wagner is the intermediary.  “Cost are associated with an exchange and can be reduced by reducing the number of transactions (exchanges).”  (Allen, 1999) Wagner controls the flow of his goods and services between him and his consumers.  He is able to be more flexible to his own needs and to adjust to any setbacks that may occur because he is in control of the distribution channels.  By owning and operating his own independent film companies, he is his worst enemy ...

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