Advertising In Movie

Whenever we seen movie like Nagabonar Jadi 2, we could see there were many sponsored products appeared on.  Actually,  since movie became mass production and could be seen by anybody, many company had try to advertise their products in.  We remember how The Three Stooges who very popular in 1960 era advertised some softdrink product.

In the modern era, we can recognizing many advertiser using movie as their media. The most selling brand for movie character is Ian Fleming’s James Bond 007. Every movie about this fiction MI-6 British secret agent loaded by advertisement always. We know 007 always using Aston Martin as his official car. But suddenly when Pierce Brosnan starring, BMW took over this ‘sacred’ position.

In advertising theory, advertising in movie theaters and videos categorized as support media. They are non-traditional ways to promote products. Companies can place ads before or after the movie. Many movies run ads like this, for example from the 90’s era is Hasbro who has run ads before the movie Home Alone II. Meanwhile the using of products by actor/actress called as products placements tie-ins. Like in Nagabonar Jadi 2, we can see many products advertised within the movie.

According to Belch & Belch (1995:444-445), listed some advantages and disadvantages of movie and video advertising, including the following:

Advantages:

  1. Exposure
  2. Mood
  3. Cost
  4. Recall
  5. Clutter

Disadavantages:

  1. Irritation
  2. Cost

Belch & Belch (1995:445-446) also mentioned the same thing about products placements in movies and TV, they are:

Advantages:

  1. Exposure
  2. Frequency
  3. Support for other media
  4. Source association
  5. Cost

Disadvantages:

  1. High absolute cost
  2. Time of exposure
  3. Limited appeal
  4. Lack of Control
  5. Public reaction

I will explain pointers above later. Because of it will take too long for one blog articles.

Bibliography: Belch, George E. and Michael A. Belch. 1995. Introduction to Advertising & Promotion: An Integrated Marketing Communications Perspective, 3rd Ed. Chicago: Irwin.

 

This article originally posted on May 6, 2007 at my old blog: http://www.communicationworld.wordpress.com

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