Umeščanje izdelkov v filmsko in zabaviščno industrijo

delo diplomskega projekta

Nadja Kos (Author), Bruno Završnik (Mentor)

Abstract

Umeščanje izdelkov je posebna tehnika oglaševanja v filmih, serijah, videjih, oddajah, na televiziji, v videospotih, knjigah in podobno. Je način oglaševanja, ki je za odjemalce prikazano na privlačen način. Gre za oglaševanje določenih produktov v filmih ali serijah. Prikazuje uporabo izdelka, imidž blagovne znamke ali služi za zapolnitev prostora v sceni. Za oglaševalce je to pametno orodje, saj so na ta način odjemalci lažje dosegljivi in jih mogoče lažje prepričati v nakup. Veliko podjetij predstavi ali pridobi svoje dobro ime, se s tem tudi ustrezno pozicionira na trgu s pomočjo uporabe umeščanja izdelkov. V filmu se izdelki lahko predstavijo kot prestižna znamka, nizkocenovna znamka, športna, elegantna znamka, ki jo preprosto moraš imeti. V premišljenih umestitvah je mogoče, da blagovne znamke tudi zaslovijo. Tako lahko podjetja gradijo na svojem premoženju in imidžu blagovne znamke. Vendar je ta tehnika izpostavljena zlorabi in uporabljena kot prekrito oglaševanje. Nemoralna uporaba te tehnike je, kadar gledalci ne vedo, da so izpostavljeni vplivu prepričevanja v nakup izdelka ali blagovne znamke. Gledalci morajo vedeti, da so takim vplivom izpostavljeni med ogledom filma ali serije in to tudi pričakujejo. To je moralno umeščanje izdelkov oziroma blagovnih znamk. Tehnika umeščanja izdelka je prisotna že veliko časa. V državah ZDA jo uporabljajo zelo pogosto. Zanimalo pa nas je, kako je ta tehnika razširjena v Sloveniji, in ali se da primerjati s filmi narejenimi na ameriškem trgu. Naš cilj je poiskati in proučiti bistvene razlike med obema trgoma. Predvidevamo, da je omenjena tehnika oglaševanja bolj razvita na ameriškem trgu.

Keywords

izdelki;proizvodi;oglaševanje;blagovne znamke;pozicioniranje;filmska industrija;zabavna industrija;

Data

Language:	Slovenian
Year of publishing:	2021
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	N. Kos
UDC:	658.626:659.1
COBISS:	75363587
Views:	376
Downloads:	36
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Product placement in film and entertainment industry
Secondary abstract:	Product placement is a special technique of advertising in films, series, videos, shows, on television, in music videos, books etc. This way of advertising is presented to consumers in an attractive way. It is about advertising certain products in films or series. It displays the use of the product, the image of the brand or serves to fill a space in the scene. This is a smart tool for advertisers as it makes them easier to reach consumers and the consumers are easily persuaded into buying. Thus, many companies introduce themselves or gain a good name by positioning themselves appropriately in the market through the use of product placement. In films the products can be presented as a prestigious brand, a low-cost brand, a sporty or exquisite brand that you simply must have. In thoughtful placements it is possible for brands to become famous as well. This way companies can build on their assets and their brand image. However, this technique is subject to abuse and is used as covert advertising. The immoral use of this technique is when viewers are unaware they are being exposed to the influence of persuasion in the purchase of a product or brand. The viewers should know that they are being exposed to such influences while watching a film or series, and they expect that as well. This is called a moral placement of products or brands. The product placement technique has been present for a long time. It is used very often in USA. However, we were interested in how this technique is widespread in Slovenia, and whether it can be compared to films made in the American market. Our goal is to find and study the essential differences between the two markets. We assume that the mentioned technique is more advanced in the American market.
Secondary keywords:	Advertising;product placement;brand positioning;film industry;
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	III, 58 str., 17 str. pril.
ID:	12682996