Editing Product placement (section)

{{Short description|Marketing technique}}
{{For|the album|Product Placement (album)}}
{{excessive examples|date=March 2022}}
[[File:Rolls-Royce Silver Shadow II (The World Is Not Enough) right National Motor Museum, Beaulieu.jpg|thumb|The [[Rolls-Royce Silver Shadow]] featured in the [[James Bond]] spy-thriller film ''[[The World Is Not Enough]]'' at [[National Motor Museum, Beaulieu]] in 2012]]
{{marketing}}
'''Product placement''', also known as '''embedded marketing''',<ref>{{cite magazine
| author=Gail Schiller
| title=Win, Draw for Burnett Branding—Split Decision |magazine=[[The Hollywood Reporter]]
| date=June 1, 2005
| url=https://www.hollywoodreporter.com/hr/search/article_display.jsp?vnu_content_id=1000939337
| access-date=August 10, 2020
| quote=But marketers warned that ''[[The Apprentice (U.S. TV series)|Apprentice]]'' had used nearly every episode this past season as a call to action for its advertising partners and viewers could become wary of the embedded marketing messages that are becoming a bit too blatant.
| archive-url=https://web.archive.org/web/20090114062209/http://www.hollywoodreporter.com/hr/search/article_display.jsp?vnu_content_id=1000939337 |archive-date=January 14, 2009
| url-status=dead
| df=mdy-all
}}</ref><ref>{{cite web | last = Swift | first = Deanna | title = Leaked Memo Reveals WTO Plan to 'Sell' Itself to American Youth—Ever Since the Disastrous 'Battle of Seattle' in 1999, the World Trade Organization Has Been Trying To Remake Its Image. 'Positive Anarchy' Might Be Just the Solution. | publisher = [[AlterNet]] | date = July 17, 2001 | url = http://www.alternet.org/story/11172/?page=entire | access-date = September 2, 2010 | quote = Adopt embedded marketing strategy. Teen marketing research shows that teens may respond positively to marketing symbols used in association with formerly unpopular brands. | archive-url = https://web.archive.org/web/20110416070311/http://www.alternet.org/story/11172/?page=entire | archive-date = April 16, 2011 | url-status = live | df = mdy-all }}</ref><ref>{{cite magazine| title = When Ads Get Personal| magazine = [[CFO (magazine)|CEO]]| date = September 1, 2001| url = http://amerai.com/stay-consistent-at-the-core-of-your-brand/| access-date = May 28, 2014| quote = The executive [[creative director]] at [[marketing|marketing firm]] [[RTCdirect]], in [[Washington, D.C.]], Shapiro sees embedded marketing as the logical next stage in the development of loyal brands.| archive-url = https://web.archive.org/web/20150626172633/http://amerai.com/stay-consistent-at-the-core-of-your-brand/| archive-date = June 26, 2015| url-status = live| df = mdy-all}}</ref><ref>{{cite web | last = Lomax | first = Alyce | title = Advertising, Disrupted | publisher = [[The Motley Fool]] | date = March 23, 2006 | url = http://www.fool.com/investing/general/2006/03/23/advertising-disrupted.aspx | access-date = September 2, 2010 | quote = Product placements and programming with embedded marketing messages are also becoming more prevalent. | archive-url = https://web.archive.org/web/20110415145122/http://www.fool.com/investing/general/2006/03/23/advertising-disrupted.aspx | archive-date = April 15, 2011 | url-status = live | df = mdy-all }}</ref> is a [[marketing]] technique where references to specific brands or products are incorporated into another work, such as a film or television program, with specific promotional intent.  Much of this is done by loaning products, especially when expensive items, such as vehicles, are involved.<ref name=":3">{{Cite news |last=Haigney |first=Sophie |date=2022-06-23 |title=Anatomy of a Product Placement |language=en-US |work=The New York Times |url=https://www.nytimes.com/interactive/2022/06/23/arts/product-placement.html |access-date=2022-06-24 |issn=0362-4331 |quote=The majority of product placement in film and television, Jones said, happens on a quid-pro-quo basis rather than in exchange for payment.}}</ref>  In 2021, the agreements between brand owners and films and television programs were worth more than US$20 billion.<ref name=":3" />

While references to brands (real or fictional) may be voluntarily incorporated into works to [[Suspension of disbelief|maintain a feeling of realism]] or be a subject of commentary,<ref name="owen20120113">{{cite news | url=http://communityvoices.sites.post-gazette.com/index.php/arts-entertainment-living/tuned-in-journal/31514-tv-qaa-abc-news-storage-wars-and-the-big-bang-theory | title=TV Q&A: ABC News, 'Storage Wars' and 'The Big Bang Theory.' | work=[[Pittsburgh Post-Gazette]] | date=January 13, 2012 | access-date=August 6, 2012 | author=Owen, Rob | archive-url=https://web.archive.org/web/20120918193041/http://communityvoices.sites.post-gazette.com/index.php/arts-entertainment-living/tuned-in-journal/31514-tv-qaa-abc-news-storage-wars-and-the-big-bang-theory | archive-date=September 18, 2012 | url-status=live | df=mdy-all }}</ref> product placement is the deliberate incorporation of references to a brand or product in exchange for compensation. Product placements may range from unobtrusive appearances within an environment, to prominent integration and acknowledgement of the product within the work. Common categories of products used for placements include [[automobile]]s and [[consumer electronics]].<ref name="guardian-productplacementbigger">{{Cite news |url=https://www.theguardian.com/tv-and-radio/2014/jun/24/breaking-bad-tv-product-placement |title=As seen on TV: why product placement is bigger than ever |last=Rose |first=Steve |date=2014-06-24 |work=[[The Guardian]] |access-date=July 28, 2017 |issn=0261-3077 |archive-url=https://web.archive.org/web/20170710091911/https://www.theguardian.com/tv-and-radio/2014/jun/24/breaking-bad-tv-product-placement |archive-date=July 10, 2017 |url-status=live |df=mdy-all }}</ref> Works produced by [[vertically integrated]] companies (such as [[Sony]]) may use placements to promote their other divisions as a form of [[corporate synergy]].

During the 21st century, the use of product placement on television has grown, particularly to combat the wider use of [[digital video recorder]]s that can skip traditional commercial breaks, as well as to [[Customer engagement|engage]] with younger demographics.<ref>{{cite web|title = Synergy Or Interference? How Product Placement in TV Shows Affects The Commercial-Break Audience|url = https://www.forbes.com/sites/onmarketing/2014/09/08/synergy-or-interference-how-product-placement-in-tv-shows-affects-the-commercial-break-audience/|access-date = 2015-09-29|work = Forbes.com|archive-url = https://web.archive.org/web/20170729210258/https://www.forbes.com/sites/onmarketing/2014/09/08/synergy-or-interference-how-product-placement-in-tv-shows-affects-the-commercial-break-audience/|archive-date = July 29, 2017|url-status = live|df = mdy-all}}</ref> Digital editing <!--more like vfx, editing can't do this--> technology is also being used to tailor product placement to specific demographics or markets, and in some cases, add placements to works that did not originally have embedded advertising, or update existing placements.<ref name="guardian-productplacementbigger"/>

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