IT management essay help on: Movies

Movies have been termed to be one of the most popular medium which plays an important role in the product placement. Product placements with the help of movies act as one of the effective means for international marketing strategies as movies take into consideration audiences from varied backgrounds spread over all across the globe. Television has played one of the most roles as effective mediums in product placement that targets international audiences, especially keeping in mind the imports along with exports which are increasingly common. There is a mutual cooperation between both movies as well as television which helps to proliferate product placements as well as the various campaigns which are tied with the entertainment media. The propagation helps in the enhancement of their values as well as adds value to the product placement all across the globe. Moreover, product placements are regarded as a standardized marketing strategy as media has been termed to be difficult to customize as well as remain amongst the various cultures (Taejun, Yongjun & Choi, 2011).In today’s globalized era, young adults are the main target audience for product placements as they believe in high levels of convergence amongst the lifestyle as well as the taste. Due to the presence of varied social media communication technology, the young adults have appeared to be quite similar regardless of the world they live in.

In order to address this issue, a study was conducted which develops views regarding the placement products within two countries such as Korea & United States America. With growing westernization, the film industry has grown large. In mid 1990’s, product placements have been used within the Korean films which has become one of the rapidly increasing marketing technique amongst the advertisers (Taejun, Yongjun & Choi, 2011).This study also helps in taking into consideration the various differences which might relate within the two medias i.e. movies & television regarding the placement of the products. This consideration has often looked upon as a cross cultural product placement approach. It has been seen that, the two types of media react in two different manner which helps to maintain high levels to cultural values, social history, development of the characteristics within the each medium. The locally produced films take into consideration high levels of cinema market & the Hollywood movies catered to the multinational audiences. Whereas, on the other hand television adapts itself in a much refined manner as well as produced shows which would target the local audiences. The extent with which the two different media differ in terms of global character influences the audience who belongs to the varied cultural backgrounds as well as has different perceptions regarding the different cultures (Taejun, Yongjun & Choi, 2011).

Advancements within the technology would play one of the crucial roles for the advertisers to get inserted into a program.

Factors in global marketing:The potential cross cultural difference amongst the attitudes towards the product placements refers to one of the factor in global marketing. Having fair knowledge regarding the cultural difference has been considered to be a precondition which helps in the successful communication campaigns which leads to influence the various marketing communication tools. As a result consumer within a particular country would respond towards the marketing communication messages in such a manner which would lead to consistently change in the cultural norms & values (Craig & Douglas, 2000).

Based upon the empirical research, it has been compared that advertising amongst the various nations such as China as compared to USA is plentiful. As of now, only three cross cultural studies are found. They are namely, two pertaining to PRC & the last one relating to Singapore. It was seen that, when Chinese & American television advertising were compared with one another, the Eastern cultural values dominated the Chinese commercials. Secondly, a study stated that the influence of culture over the effectiveness of advertisements in China & USA led to a conclusion that USA preferred to have an individualistic approach whereas on the other hand (Taejun, Yongjun & Choi, 2011) Chinese preferred to go for a collectivism approach.  In addition to this fact, it was seen that the product or service which is being advertised also helps to impact the cultural influence of the advertising campaign (Craig & Douglas, 2000). Lastly, it was concluded by saying that cross cultural study on the Singaporean as well as American target audience would help towards the brand placement in the various electronic means such as TV, movies, daily soaps, etc. The Singaporean target audience was likely to perceive brand appearances as compared to the American target audience who were mainly concerned with ethics associated with the brand placement.In the broad context, it has been stated that only a small part has been described within the comparison of PRC along with USA. There is evidence which would suggest that there is difference amongst the meanings, attitudes as well as the perceptions regarding the development of the products which leads to differences amongst the economic development, historical & cultural socialization amongst the two countries. Based upon the study, it has been stated that there are many historical cultural differences amongst the two countries such as US & PRC. Hofstede stated that, work related cultural scales have been examined which takes into consideration the cross national differences amongst the countries based upon individualism, collectivism, masculinity, feminity, uncertainty avoidance, paternalism & power distance.

Cultural differences of the US and KoreaThe second factor which affects globalization refers to the cultural differences amongst the two different economies. This section takes into consideration the cultural differences between US & Korea. Based upon the research by a media professional in the year 2007, the product placement lead to an increase from $190 millions in the year 1974 to $3.36 billion in the year 2006 to $4.38 billion in the year 2007 (Craig & Douglas, 2000). This rise was chiefly noticed amongst the Asian markets & has led to an overall increase in the branded entertainment all across the globe. Within this rise, it has been seen that the concept of product placements have been perceived to be differently in the different countries or continents. It has been argued that, there is growing evidence of cultural convergence over the global scale which would lead to high levels of fundamental differences (Taejun, Yongjun & Choi, 2011).

Culture has been termed to be as an ethical code of conduct based upon which the mental programming of an individual is done. The culture helps to distinguish two individuals from one society to another (Zhou & McKechnie, 2003). A country’s culture has been referred to as long environmental characteristic which helps to influence the attitude of the consumer along with the behavior attached to it. There are various aspects which need to be taken into consideration to satisfy the needs as well as the wants of the goods & services within a particular country. This cultural orientation would help in order to reflect the persuasion process as well the varied marketing practices (Craig & Douglas, 2000).One of the major aspects which is covered within culture refers to individualism & collectivism. According to Hostede theory of culture it has been seen that individualism & collectivism refers to the central dimension which identifies cross cultural research. Individualism has been defined as a pattern which consists of individuals who see themselves as an independent & autonomous people. It has been seen that, individualistic culture is mainly seen in North America, Western & northern parts of Europe. Such type of people are not willing to work in a team rather they prefer to work as individuals, giving their personal goals more importance as compared to the organizational goals.

Consumers belonging to the individualistic country or continent are relatively more concerned regarding the clarity of conversations, have effective communications. On the other hand, collectivism refers to a culture where in the individuals is happy working in teams, groups, community, etc. Some of the countries where in collectivism is practiced are China, Korea, Taiwan, Singapore & Japan. People like to work in groups have cooperation, cohesiveness, harmony & have emotional dependence (Taejun, Yongjun & Choi, 2011).

Attitudes towards product placement:

The attitude towards product placement has been referred to as one of the growing aspects within the research. The attitude towards product placement has been termed to be one of the key factors which help in predicting the effectiveness of the entire research. Therefore, such types of attitudes have been conceptualized as the various ways which would help to tap the various aspects of the product placements. Realism enhancement along with the ethical appropriateness has been described as two of the major components which would affect the attitude towards product placements. In-depth research suggests that the audience would have a tendency to portray a positive attitude regarding product placement which would help to increase the realism of the media content (Meade, 2012). Research also helps to indicate that there is a natural representation of the brands which reinforces the integrity along with the storyline which helps to reflect the real life experiences to the target group.

Based upon the various studies it has been surveyed that, the appearance of the different types of brands amongst the popular entertainment would help to transform the experience of the branded product by taking into consideration the various imaginative & experimental engagement of the audience with their favorite movies & TV celebs (Grande, 2011).

It has been seen that, sometimes the celebrities also play negative role towards the product placement. The areas wherein the celebrity portrays a negative impression within product placement would be in regards to the ethical issues such as ethically charged product, deception, encroachment of the license, excessive commercialism, etc.

According to David Charlesworth, head of the sponsorship at Channel 4 has represented the following findings regarding the attitudes towards product placement based upon the qualitative research program of the UK target audience. They are as follows:

Þ    Product placement does not refer to a new concept for the viewers.

Þ    When product placements would be applied in the best of the manner, it would lead to an increase in the reliability of the content of the media (Taejun, Yongjun & Choi, 2011)

Þ    The acknowledgement had a practice that, it would work on both brands as well as the viewers (Eva A et al, 2009)

Þ    Different dramas, soaps are generally viewed by the viewers which suits various genres of the product placements

Based upon the interview which was conducted at Channel 4, the following insights were taken into consideration. They are as under:

Þ    Product placements keep in mind the para-social relationships between the viewers over the electronic media i.e. television. This would help in order to re-enforce the existing perceptions regarding the various brands one different situations

Þ    Placements work to spread an implicit message rather than spreading an explicit message.

Þ    Product Placements not only play a prime role but also helps to change the attitudes or the behavior of the TV commercials. When the advertisements start or air over the channel, the consumers would be aware of the various aspects & concentrate regarding the same with different types of questions (Taejun, Yongjun & Choi, 2011).

Based upon the overall discussions by Charles Worth the viewers would be able to view product placement as a mission to check the realism of the content on media. This also shows the levels of credibility attached with product placements (Craig & Douglas, 2000).

He stated that, product placements are a part of the long term partnerships which would help the brands as well as the branded properties to rotate & refresh the different episodes of the long running dramas or the reality shows. One of the examples was cited in the Big Bang Theory, where in Dell (Elliot, 1992) provided different characters which are suited to their characters as well as occasional appearances were seen with different types of obstructive & obscene scenes.

Charles worth stated that, product placement has a right kind of a potential which would help to normalize the challengers brands by showing them the used, endorsees as well as sympathetic onscreen characters. In this regards, Charles worth discussed the success of Apple by placing their products over the onscreen movies or television series, etc amongst the home computer market (Babin & Carder, 1996a).He stated that, product placements would continue to use the various types of brands amongst the different categories such as liquor, cigarettes, etc which are not considered to be product placements. However, prominent property placements are likely to be one-offs whereas product placements are more naturally suited to being integrated into wider campaigns (Berry, 1969).

Hence, it could be suggested by the researchers that they shall be aware regarding the various potential differences while designing the marketing programs. The various product placement activity shall be shall be taken into consideration which would ensure successful integration into the marketing campaigns. Therefore, the international markets shall be made aware regarding the product categories which would help in order to feature standardized promotional strategy. It is stated that, product placements are a part of the long term partnerships which would help the brands as well as the branded properties to rotate & refresh the different episodes of the long running dramas or the reality shows.

If you want IT management Assignment Help study samples to help you write professional custom essay’s and essay writing help.

Receive assured help from our talented and expert writers! Did you buy assignment and assignment writing services from our experts in a very affordable price.

To get more information, please contact us or visit www.myassignmenthelp.Com