3. What is the difference between 'product placement' and 'product endorsement'?
Product placement advertisements are promotional ads placed by marketers using real commercial products and services in media, where the presence of a particular brand is the result of an economic exchange. When featuring a product is not part of an economic exchange, it is called a product plug.
Product placement appears in plays, film, television series, music videos, video games and books.
Product placement is linked with the inclusion of a brand's logo in shot, or just appearance of a product in shot. This is done without any special mention, it is done so that it looks like a natural part of work. Most movies today contain product placements. So the most common form is movie and television placements and more recently computer and video games.
In promotion and of advertising, a recomendation or endorsement consists of a written or spoken
statement, sometimes from a public figure, sometimes from a private citizen. So product endorsement it is when a well-known person says how good a product is in advertisements. And people will buy the product because they like or trust the person.
Today endorsements appear mostly in television advertising. For example, a smiling star may
demonstrate and describe the benefits that she receives from using this or that product. In the case of celebrity endorsements advertisers aim to use the recognition-factor to draw on the halo effect. In theory, this source transfers from the celebrity to the advertised product, brand, and manufacturer. A problem with using celebrity endorsements involves any negative publicity that the celebrity might get: it will also transfer back to the product, thereby reducing brand equity.
- 1. What are visible parts of marketing? What are brand managers and sales teams responsible for?
- 2. Who takes part in distribution channels?
- 4. Some people believe that luxury fashion products should always be made in Europe. What's
- 1. What types of airlines do you know?
- 2. How do you understand the term “code-sharing”?
- 3. What forms of cooperation between companies are there?
- 4. Why do people sometimes behave badly on planes? What causes such behaviour?
- 1. What types of companies do you know?
- 2. Speak about flexibility and its types.
- 3. What is meant by "teleworking"?
- 4. What do you know about sol company? Why is it unusual?
- 1. What changes have taken place in organizations recently?
- 2. Explain the meaning of bpr.
- 3. How do you understand the term 'company culture'? What issues should be included into it?
- 4. Speak about the changes the us and uk department stores have gone through.
- 1. How does money work?
- 2.What money institutions can you mention?
- 3. Describe different kinds of securities and different kinds of markets.
- 5. How have Wal-Mart and Target stores performed lately?
- 1. What forms of advertising do you know?
- 2. Explain the meaning of 'direct marketing'. Why is it considered targeted means of advertising?
- 3. What is the difference between 'product placement' and 'product endorsement'?
- 4. What makes Nike's advertising tick?
- 5. How should you plan an advertising campaign?
- 6. Give examples of good and bad advertisements.
- 1. Give examples of cross-cultural issues.
- 2. In what way should cultural stereotypes be handled?
- 3. Is there a difference between cultures and subcultures?
- 4. Explain the meaning of the term ‘cultural awareness’. Why is it important?
- 5. What advice would you give to a business visitor coming to Italy, the uae, to Russia?