Product Placement

"Product placement is the insertion of real products in fictional movies, TV shows, books, and plays" (Solomon, pg. 555). "Marketers pay about $25 billion per year to plug their brands in TV and movies" (Solomon, pg. 555). Marketers choose to pay this large amount of money to put their brand in popular shows so consumers become more aware of their brand. If consumers see one of their idols using a particular brand, they are more likely to buy it. 

This use of the Mini Cooper in the movie, The Italian Job is an example of product placement. Throughout this movie they make sure watchers clearly know that the car used is a Mini Cooper. Also throughout the movie it shows all of the unique features the Mini Cooper has, hopefully leading consumers to purchase this vehicle. 

The product used in the TV show American Idol is Coke. All of the judges have the Coke cup in front of them throughout the TV show. People watching American Idol will most likely be influenced to purchase Coke with the amount this product is shown throughout the show. 

Coke is also used is this children's book. Children learn a lot from things they see. When a parent is reading their child this book, the parent may choose Coke over Pepsi when at the grocery store because of this book. When someone likes a book, they are most likely going to trust and purchase the brands mentioned. 

The product used in the play Grease, is the 1948 Ford De Luxe vehicle. This movie was very popular back in the day and showing how cool this car is, leads consumers to make a potential purchase. 

Overall, in order for consumers to become more aware of particular brands, marketers choose to pay a large amount of money to put their brand in popular shows, books, and plays.