Marketing Literature review Example | Topics and Well Written Essays - 1000 words

Marketing - Literature review ExampleAlso, the study analyzes how product placement is utilized in incompatible TV shows and icons in, different countries. Also, the literature review will look at the effects of the product placement on the consumer behavior and how likely are the product placement to alternate consumers mode of buying a certain commodity. It is crucial for people to know how to use product placement positively (Johnson, 2009). Product placement is the use of various types of media to make people conscious of different products and operate when they are entertained through watching. Its development dates back upto 1896, when it was used by Lumiere brothers in their short take away washing day in Switzerland and they advertised soap. It was introduced by Henri Lavancy who was the film director and publicist for the soap company but, it became popular in the 1930s when the sound movie was introduced. For example, in 1934 in the movie, It happened One Night, the st ar Clarke Gable featured bare chest and sale of mens shirts reduced therefore, use of the movie is a strong tool of product placement (Johnson, 2009). It gained popularity with the years, but in 1980s, it became more successful when the movie Extra Terrestrial by Steven Spielberg advertised Reese Pieces and increased its sales by 65%. The 80s was the turning point of product placement where there was a working partnership between the movies and the commercial sector. gibe to Mary-Lou, product placement is necessary because moviemakers need money for their movie production therefore, they will turn to the commercial sector to provide the money and them to provide the services of product placement (Johnson, 2009). Product placement in Sweden developed in the 1990s when the real first commercial commenced, this was due to strict government regulations on media operations. It has been embraced in the recent past, for example, where TV shows get sponsorship from the commercial sector i n SVT. In Kanal 5, the home improvement show Room Service was sponsored Marlamastana which is the trading connection of painters. To the broadcasters this is a way of decreasing costs. Therefore, all media houses in Sweden are finding it weighty to use product placement also the moviemakers are finding it important to advertise in movies which is becoming popular day by day, for example, in the movie Hamilton 1998 sponsored by Statoil. Product placement in Seinfeld and other TV shows, in the TV show they use product placement in their episode making them come in a unique way. They have registered success in advertising. Also, in the James Bond movies, product placement has been used to show new car models and gadgets (Johnson, 2009). Product placement can be unethical when it brings proscribe influence like smoking, use of guns. For example, teens tend to smoke if the influential stars in movies do so. In conclusion, product placement has become popular since its inception in the 1930s. It is important increasing consumers knowledge of products. The product placement is embraced in most parts of the world. Also, product placement is an important tool in todays business where the movie makers use it as a source of sponsorship while commercial industry view it as a source of publicity and a way to expand their market. The Product Involvement Inventory (PII), developed in 1985 by Zaichkowsky is a good measure at construct development. It has shown