It is known that companies put their products in movies as a form of advertisement, but does product placement work? I would assume so, since brand names are increasing in the movies we see. However, many friends and I have questioned the effectiveness of product placement in movies, because it is unclear if the audience notices the brands shown in a movie. Yet, after reading about Reis-Trout and their idea of product positioning, I can see the value in flashing a product in a movie whenever, wherever, and frequently. If a product shows up enough, it will manage to establish itself in the consumer’s mind. It is also likely that to many consumers, the brand will be seen as the first product of its kind (due to its frequent appearance, it will be well known), and a brand that establishes itself as the “first” brand in a consumer’s mind is marketing gold according to Reis-Trout. Here, the product will be at the top of a consumer’s “product ladder”, meaning that you will probably think of the brand that has been flashing around in that latest popular movie when choosing a particular good/service.

Poking fun at product placement-Wayne’s World: