Author Question: Explain what product placement is and discuss its growing popularity within entertainment ... (Read 59 times)

soccerdreamer_17 · **on:** Jun 29, 2018

Explain what product placement is and discuss its growing popularity within entertainment media.

Question 2

Which of the following statements about reseller markets is false?
A) Resellers are concerned with the level of demand for the product.
B) Resellers are not concerned with how much space the product takes up as long as it has a high price.
C) Resellers want producers to be able to supply adequate quantities of the product.
D) Resellers are concerned with the availability of technical and promotional assistance from the producer.
E) Resellers are concerned with the markup percentage they can get on the product.

bubulittle310@msn.cn · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

A growing technique for reaching consumers is the selective placement of products within the context of television programs viewed by the target market. Product placement is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target markets. Apple is considered to be an expert at product placement. For instance, it partnered with Netflix to have several of its iPads and iPhones in the TV series House of Cards. Such product placement has become more important due to the increasing fragmentation of television viewers who have ever-expanding viewing options and technology that can screen advertisements (e.g., digital video recorders such as TiVo). Researchers have found that 60 to 80 percent of digital video recorder users skip over the commercials when they replay programming. In-program product placements have been successful in reaching consumers as they are being entertained. Reality programming in particular has been a natural fit for product placements, because of the close interchange between the participants and the product.

Answer to Question 2

B