Balasubramanian, Siva K.
Karrh, James A.
Patwardhan, Hemant
2006
AUDIENCE RESPONSE TO PRODUCT PLACEMENTS: An Integrative Framework and Future Research Agenda
115
“Both “brand placement” and “product placement” have gained currency in the literature; we use them interchangeably.”
Wiles, Michael A.
Danielova, Anna
2009
The Worth of Product Placement in Successful Films: An Event Study Analysis
44
Definition-product placement:
“Product placement (also sometimes referred to as “brand integration”) is the inclusion of branded products or identifiers through audio or visual means within mass-media programming (Balasubramanian 1994).”
Balasubramanian, Siva K.
1994
Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues
31
Definition-product placement:
“Product Placement is a paid product message aimed at influencing movie (or television) audiences via the planned and unobtrusive entry of a branded product into a movie (or television program).”
Kirkpatrick, Marshall
14.07.2010
How the Old Spice Videos Are Being Made (18.12.2010)
“We’re looking at who’s written those comments, what their influence is and what comments have the most potential for helping us create new content. The social media guys and script writers are collaborating to make that call in real time. We have people shooting and we’re editing it as it happens. Then the social media guys are looking at how to get that back out around the web…in real time.“
Borden, Mark
14.07.2010
The Team Who Made Old Spice Smell Good Again Reveals What’s Behind Mustafa’s Towel (18.12.2010)
Interview with Iain Tait, global interactive creative director at Wieden + Kennedy, the advertising agency behind Old Spice Guy.
“One of the unique things taking place in the studio is we have a team of social media people, we have the Old Spice community manager, we have a social media strategist, a couple of technical people, and a producer. And we’ve built an application that scans the Internet looking for mentions and allows us to look at the influence of those people and also what they’ve said. They’re working in collaboration with the creative team that are there to pick out the messages that: 1. Have creative opportunity to produce amazing content; or 2. Have the ability to then embed themselves in an interesting or virally-relevant community.
It’s not just picking people with huge followings, it’s a really interesting combination.”
Gray, Jonathan
2008
Television pre-views and the meaning of hype
34
“hype succeeds by creating meaning.”
Creativity
14.05.2008
2008 Creativity Award Winner: Halo 3 Launch Campaign (08.12.2010)
Q&A with T.A.G. (now agencytwofifteen) Creative Director John Patroulis about the launch campaign of Halo 3.
Barrett, Devlin
14.10.2008
Video games feature ads for Obama’s campaign (27.11.2010)
Obama buys ad space in 9 Electronic Arts video games, among them Burnout Paradise and Madden NFL 09.
This picture seems to be attributed to here: http://redvsblue.com/members/journal/entry.php?id=2199614
Yakob, Faris
23.11.2007
The Future of Brands: I Believe the Children Are Our Future
Applies Jenkins’ transmedia storytelling to advertising: “Transmedia Planning”.
Cunningham, Stuart
Silver, Jon
McDonnell, John
2010
Rates of Change: Online Distribution as Disruptive Technology in the Film Industry
126f
4 generic business models + mix of them exist: