elps not only to place products but also give the opportunity to promote the name of a company and at the same time avoid the usual aversion of the audience of traditional advertising. As product placement is an indirect form of publicizing the product, demonstrating the product in realistic scenes and what is most important, letting the clients to make the choice of the product themselves. Therefore, product placement is a very effective instrument of marketing communications.

3. What are the ethical issues surrounding product placement?

Ethical code of product placement is a very complicated topic. A lot of elder people consider product placement to be not ethical and unfair, because the product is not advertised directly and the audience is not notifies about the fact of advertising. One more potential problem is that there might be a conflict between directly advertised brands and their concurrent brands mentioned within the terms of product placement.

One of the biggest ethical concerns about product placement is that placement of al

In the quickly developing world it is becoming more and more difficult to surprise and attract the audience; to make the idea get through it is necessary to involve different means of communication, one of the most popular and important of them is product placement. This essay is aimed to analyzing what product placement is, why it has become an important instrument of promotion and discussing ethical issues connected with product placement.

1. Why product placement has become so important for promotion?

First of all let’s find out what is hidden behind the term “product placement”. It is a special form of advertising when the name of brand, product or trademark appears or is mentioned in motion pictures and TV programs; it is not announced as advertising but in a lot of cases appears to be working more effectively, because of several reasons.

First of all, the listener or spectator doesn’t realize it is advertising and doesn’t oppose it; on the opposite, the audience is mostly attentive during the films or programs that might include product placement and therefore its interest will be relating to the advertised stuff as well. Secondly, using product placement is not so intrusive as usual advertising the therefore promises bigger effect, another advantage of product placement is that the audience can’t avoid the advertising without avoiding the program.

Thirdly, people like resembling popular actors, films or shows, this is why they will be eager to buy the mentioned product.

Fourthly, product placement tools have longer life than usual advertising (films and shows are likely to be shown repeatedly and can be shown on TV, in cinemas, abstracts from them may be used anywhere by the media).

And finally, using product placement in the film or show makes it look more realistic and gives the producers the opportunity to receive profits and payments from the owner of the advertised company. So both film and show creators and brand firms are interested in using product placement, and the above-listed reasons explain us why product placement has been nowadays used so widely.

Today several forms of product placement have developed. A brand name may appear in the placement in the following forms:

• Mentioned verbally

• Actually shown somewhere

• Used by a character

• Used as decoration or background

A brand may be specifically designed for a firm or other creation, or the company can also be a sponsor for the project. Nowadays a common practice is that brand firms revise scenarios and choose the most suitable for product placement out of them. All this leads to the diminution of the artistic n film and TV production, and turns this process into a commercial one. As sponsor prefer optimistic and vivid scenarios, as a consequence we have that dramatic, psychological and other ideas are disappearing from the screens and give the way to advertising. These facts will be regarded in details in part 3 of the essay.

2. Is product placement related to marketing communication strategies and why?

Let us find out what marketing communication is. Consumers nowadays get hundreds of marketing messages per day, which have different forms and come through different means of communication. Marketing means the combination of activities that are needed to attract clients and customers and are in general meant to transfer values between companies and their clients. Communication is a process when information is redistributed between people or groups of people and share of opinion takes place. Therefore, marketing communication is the combination of activities aimed to creating a shared meaning with the company’s clients. The process of marketing communication consists of product, place, price and promotion. The promotion component can be also separated into elements, the major of them being sales promotion, direct marketing, public relations, advertising and personal selling. Where is the place of product placement in this scheme? Naturally, it is an instrument of promotion; it is maintained by public relations and is also related to advertising. Being used in a marketing communication strategy, product placement becomes a powerful instrument of it; it helps not only to place products but also give the opportunity to promote the name of a company and at the same time avoid the usual aversion of the audience of traditional advertising. As product placement is an indirect form of publicizing the product, demonstrating the product in realistic scenes and what is most important, letting the clients to make the choice of the product themselves. Therefore, product placement is a very effective instrument of marketing communications.

3. What are the ethical issues surrounding product placement?

Ethical code of product placement is a very complicated topic. A lot of elder people consider product placement to be not ethical and unfair, because the product is not advertised directly and the audience is not notifies about the fact of advertising. One more potential problem is that there might be a conflict between directly advertised brands and their concurrent brands mentioned within the terms of product placement.

One of the biggest ethical concerns about product placement is that placement of alc

roduct placement and therefore its interest will be relating to the advertised stuff as well. Secondly, using product placement is not so intrusive as usual advertising the therefore promises bigger effect, another advantage of product placement is that the audience can’t avoid the advertising without avoiding the program.

Thirdly, people like resembling popular actors, films or shows, this is why they will be eager to buy the mentioned product.

Fourthly, product placement tools have longer life than usual advertising (films and shows are likely to be shown repeatedly and can be shown on TV, in cinemas, abstracts from them may be used anywhere by the media).

And finally, using product placement in the film or show makes it look more realistic and gives the producers the opportunity to receive profits and payments from the owner of the advertised company. So both film and show creators and brand firms are interested in using product placement, and the above-listed reasons explain us why product placement has been nowadays used so widely.

Today several forms of product placement have developed. A brand name may appear in the placement in the following forms:

• Mentioned verbally

• Actually shown somewhere

• Used by a character

• Used as decoration or background

A brand may be specifically designed for a firm or other creation, or the company can also be a sponsor for the project. Nowadays a common practice is that brand firms revise scenarios and choose the most suitable for product placement out of them. All this leads to the diminution of the artistic n film and TV production, and turns this process into a commercial one. As sponsor prefer optimistic and vivid scenarios, as a consequence we have that dramatic, psychological and other ideas are disappearing from the screens and give the way to advertising. These facts will be regarded in details in part 3 of the essay.

2. Is product placement related to marketing communication strategies and why?

Let us find out what marketing communication is. Consumers nowadays get hundreds of marketing messages per day, which have different forms and come through different means of communication. Marketing means the combination of activities that are needed to attract clients and customers and are in general meant to transfer values between companies and their clients. Communication is a process when information is redistributed between people or groups of people and share of opinion takes place. Therefore, marketing communication is the combination of activities aimed to creating a shared meaning with the company’s clients. The process of marketing communication consists of product, place, price and promotion. The promotion component can be also separated into elements, the major of them being sales promotion, direct marketing, public relations, advertising and personal selling. Where is the place of product placement in this scheme? Naturally, it is an instrument of promotion; it is maintained by public relations and is also related to advertising. Being used in a marketing communication strategy, product placement becomes a powerful instrument of it; it helps not only to place products but also give the opportunity to promote the name of a company and at the same time avoid the usual aversion of the audience of traditional advertising. As product placement is an indirect form of publicizing the product, demonstrating the product in realistic scenes and what is most important, letting the clients to make the choice of the product themselves. Therefore, product placement is a very effective instrument of marketing communications.

3. What are the ethical issues surrounding product placement?

Ethical code of product placement is a very complicated topic. A lot of elder people consider product placement to be not ethical and unfair, because the product is not advertised directly and the audience is not notifies about the fact of advertising. One more potential problem is that there might be a conflict between directly advertised brands and their concurrent brands mentioned within the terms of product placement.

One of the biggest ethical concerns about product placement is that placement of al

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Today several forms of product placement have developed. A brand name may appear in the placement in the following forms:

• Mentioned verbally

• Actually shown somewhere

• Used by a character

• Used as decoration or background

A brand may be specifically designed for a firm or other creation, or the company can also be a sponsor for the project. Nowadays a common practice is that brand firms revise scenarios and choose the most suitable for product placement out of them. All this leads to the diminution of the artistic n film and TV production, and turns this process into a commercial one. As sponsor prefer optimistic and vivid scenarios, as a consequence we have that dramatic, psychological and other ideas are disappearing from the screens and give the way to advertising. These facts will be regarded in details in part 3 of the essay.

2. Is product placement related to marketing communication strategies and why?

Let us find out what marketing communication is. Consumers nowadays get hundreds of marketing messages per day, which have different forms and come through different means of communication. Marketing means the combination of activities that are needed to attract clients and customers and are in general meant to transfer values between companies and their clients. Communication is a process when information is redistributed between people or groups of people and share of opinion takes place. Therefore, marketing communication is the combination of activities aimed to creating a shared meaning with the company’s clients. The process of marketing communication consists of product, place, price and promotion. The promotion component can be also separated into elements, the major of them being sales promotion, direct marketing, public relations, advertising and personal selling. Where is the place of product placement in this scheme? Naturally, it is an instrument of promotion; it is maintained by public relations and is also related to advertising. Being used in a marketing communication strategy, product placement becomes a powerful instrument of it; it helps not only to place products but also give the opportunity to promote the name of a company and at the same time avoid the usual aversion of the audience of traditional advertising. As product placement is an indirect form of publicizing the product, demonstrating the product in realistic scenes and what is most important, letting the clients to make the choice of the product themselves. Therefore, product placement is a very effective instrument of marketing communications.

3. What are the ethical issues surrounding product placement?

Ethical code of product placement is a very complicated topic. A lot of elder people consider product placement to be not ethical and unfair, because the product is not advertised directly and the audience is not notifies about the fact of advertising. One more potential problem is that there might be a conflict between directly advertised brands and their concurrent brands mentioned within the terms of product placement.

One of the biggest ethical concerns about product placement is that placement of al

sages per day, which have different forms and come through different means of communication. Marketing means the combination of activities that are needed to attract clients and customers and are in general meant to transfer values between companies and their clients. Communication is a process when information is redistributed between people or groups of people and share of opinion takes place. Therefore, marketing communication is the combination of activities aimed to creating a shared meaning with the company’s clients. The process of marketing communication consists of product, place, price and promotion. The promotion component can be also separated into elements, the major of them being sales promotion, direct marketing, public relations, advertising and personal selling. Where is the place of product placement in this scheme? Naturally, it is an instrument of promotion; it is maintained by public relations and is also related to advertising. Being used in a marketing communication strategy, product placement becomes a powerful instrument of it; it helps not only to place products but also give the opportunity to promote the name of a company and at the same time avoid the usual aversion of the audience of traditional advertising. As product placement is an indirect form of publicizing the product, demonstrating the product in realistic scenes and what is most important, letting the clients to make the choice of the product themselves. Therefore, product placement is a very effective instrument of marketing communications.

3. What are the ethical issues surrounding product placement?

Ethical code of product placement is a very complicated topic. A lot of elder people consider product placement to be not ethical and unfair, because the product is not advertised directly and the audience is not notifies about the fact of advertising. One more potential problem is that there might be a conflict between directly advertised brands and their concurrent brands mentioned within the terms of product placement.

One of the biggest ethical concerns about product placement is that placement of al

elps not only to place products but also give the opportunity to promote the name of a company and at the same time avoid the usual aversion of the audience of traditional advertising. As product placement is an indirect form of publicizing the product, demonstrating the product in realistic scenes and what is most important, letting the clients to make the choice of the product themselves. Therefore, product placement is a very effective instrument of marketing communications.

3. What are the ethical issues surrounding product placement?

Ethical code of product placement is a very complicated topic. A lot of elder people consider product placement to be not ethical and unfair, because the product is not advertised directly and the audience is not notifies about the fact of advertising. One more potential problem is that there might be a conflict between directly advertised brands and their concurrent brands mentioned within the terms of product placement.

One of the biggest ethical concerns about product placement is that placement of alcohol, tobacco and junk food occupies most part of the product placement. For alcohol and tobacco companies product placement is very often the only way to advertise via means of communication. In my opinion, this fact should be analyzed and such cases have to be included into law and tax systems.

Another ethical problem is that films and other projects are becoming more and more deprived of individuality and designed specially for placing particular products. In my opinion, this is a dangerous tendency that leads to the decline of film-making as an art, and budgeting product placing films over those that are not fitting the idea of product placement should be punished. There are sometimes product placing films that show deceptive or not full information about the product that lead to misinformation of the audience (this naturally is to be abolished as well). In my opinion, there are some ethical requirements that should be met by all cases of product placement, the main of them being taste, fairness, absence of violence, stressing and offensive materials in the placement, no crime encouraging. Also, in my opinion, product placement should not in any case be present in programs for children, cartoons etc.

To make a conclusion, in modern world the increasing role of mass media causes the growth of product placement effectiveness. Since product placement has become a successful commercial instrument, it should meet proper social and law regulations, which have to be worked out throughout the world.

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