Product Replacement as learned in class, is one of the ways of advertising a product. It advertises the by including the logo or symbol of the product into the social media such as clips/movie/TV show ect. I have been seeing a lot of product replacement on social media especially on youtube clips. I have been surfing on internet quite a lot on youtube recently (as mid-terms are over) and I found a music video clip by LMFAO. The name of the song is called Party Rock Anthem. Here is the video.
If you can skip it to 1.35, you can see the BOSE (Company that sells music related: Speaker, headphones ect) headphones, given to the Artist of Lmfao, the DJ, Stefan Kendal Gordy and Skyler Gordy. There are two main benefits that the BOSE Company gained through advertisement on this clip.
Firstly, this music video is widely known and currently, it has more than 4.5 million views though it was only uploaded on 8th of March 2011. More views means that more people subconsciously remember the logo of Bose, increasing the brand awareness.
Secondly, in this video, it is used by the famous artist, creating an image of what a person must buy to be considered as “cool”, which fits in to the majority. One of the marketing blog, responsible marketing, states that Bose compete against other companies by the quality and thus the price is usually over priced (at least from my point of view),; however it has high reputation due to its competitive advantage. From this information and the way the replace a product, it is almost like Bose product is like a prestige product, where it has positive correlation between price and quantity.
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