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Essay / Research Paper Abstract
This 3-page paper discusses how product placement in movies and movie scripts is a form of targeted accidental exposure to consumers. Bibliography lists 2 sources.
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3 pages (~225 words per page)
File: AS43_MTtargexpo.doc
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Unformatted sample text from the term paper:
two types: Intentional exposure or accidental exposure (Cutler, 2010). Intentional exposure occurs when consumers specifically seek out information about a product or service. Accidental exposure happens when consumers "run into"
that information by accident. The idea behind accidental exposure as a tool is that individuals may not pay full attention to a particular product or service, but increasing accidental exposure
can impact behaviors (Cutler, 2010). One of the more interesting accidental exposure tools used is that of product placement. Product placement, whether in
television or in the movies, puts a product into a particular filmed scene with the idea that the consumer will subliminally connect that product (or service) to the character interacting
with it. However these days, as more and more people are zapping through advertisements on television and are tuning out blatant ads
before a movie starts, marketers are focused on having their products actually written into scripts. Veronica Majerol, in her article "Thats Advertainment," points out that, in the music video "Telephone,"
singer Lady Gaga checks messages on her Virgin Mobile phone while using Miracle Whip salad dressing on her sandwiches. In fact, this video features at least a half a dozen
well-known brands (Majerol, 2011). Nor is that all - the movie "Up in the Air" features George Cloonys character staying at Hilton Hotels and flying on American Airlines (Majerol, 2011).
The more intricately a brand is woven into a movies plot, the more the company owning the brand pays for the appearance - fees can range from several thousand dollars
to several million dollars per film (Majerol, 2011). The reason why I would consider this type of activity as "targeted" accidental exposure is
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