Author Question: Discuss factors that determine how much a brand placement is worth and thus how much it should cost ... (Read 17 times)

KWilfred · **on:** Jun 29, 2018

Discuss factors that determine how much a brand placement is worth and thus how much it should cost a brand marketer to place a brand in a particular movie.

Question 2

Which of the following programs certifies safer chemical impact of products on the environment?
a. Rainforest Alliance's green frog certification
b. the EPA's Safer Choice Label
c. Ocean Foundation
d. the Environmental Media Association
e. Safer Environmental Chemistry

krakiolit · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

A first determinant is the amount of time the brand gets on screen. Placements in which a brand is in the foreground of a scene and in which the brand logo is clearly seen are more valuable to a brand and lead to higher prices than instances in which the brand is in the background and the logo is difficult to detect. Second, brand placements are more valuable and should be priced higher when characters in the movie use the brand and perhaps mention it and exclaim its virtues. A third determinant of a placement's value is whether the brand appears during an important plot point in the movie.

Answer to Question 2

b