Okay, so we talked about the many advantages. Well, if you thought that placement always works, think again. because as we can see there are many, many disadvantages. Many, many pitfalls related to the use of product placement. Starting with high absolute cost. So even though I said that in some cases you can do it for little money, in some cases, depending on what that movie is, and if that movie is a blockbuster movie, they may require a very high cost for placing your grant. Another very important problem is lack of control that you can't control how your, a product is portrayed in the movie. That is up to the director. So you can't call the shots, the person who calls the shots, and I should know because I do direct movies myself. Having that placement in my movies a yet. But again, it's the director's vision that controls how all the different elements, including the props, are used. In a related vein stemming from this lack of control, the public reaction to the placement may be not necessarily positive. Again, that wall of distrust may still be active when your product is placed. Especially if it's inorganic. If they see through the commercial agenda of the placement of the product the public reaction may be actually quite negative. And in some cases in contrast to having a positive transfer, you may have a negative transfer of image, and affect to your product. Especially if the product is misplaced. It's something being very negative. Also, in many movies, you may have too many brands that are being placed. And that's what clutter refers to. And last but not least, some films never see the light of day. Even though you expected the movie to be a hit, most movies don't make a lot of money in the box office. So, if your movie is short-lived, guess what? You're placement is short-lived as well. Okay, so bad example of product placement, I'll just talk about one. And that would be Transformers 4. And a lot of Chinese brands placed their brand in the movie, and even in China, audiences did not react too positively too many placements and inorganic placements of the ad. Maybe, I think, they sensed that they were trying to induce this positive kind of reaction on the part of the Chinese. And they felt that it was maybe inauthentic. Okay, so what we talked about placement most of you in the context of movies, but you can do it TV shows of course. You can do it in novels and plays. Which gets at how long placement has been historically. And maybe Shakespeare referred to some brands in his play. So even during his day, there could have been some placement. You also hear brands being mentioned in the lyrics of songs and last but not least you also see brands being placed in video games such as the GTA, Grand Theft Auto game that prominently displays the Dodge Charger. Okay, so when you place, it should be about SFU, SFU meaning Strong, Favorable, and Unique brand association. So this is BAYOU, which I talked about before in another module, another class. So it's about this skin care line from Malaysia and here we see that despite having some SFU, Strong Favorable and Unique associations. They have many more unfavorable and strong associations. So therefore, to rectify that, maybe one possible strategy that they can think about is product placement. Let's assume that they place this brand in some show in Malaysia. Or in Singapore. Maybe even in Korea. Korean movies are very popular in Southeast Asia. So, let's do a before and after. Let's see how that vector change. So if this is before, this is after. So as we can see, whereas before they were an unknown brand, they were seen as having no expertise. If they could move the needle to where at least they're on par in terms of being in the consideration set. That has improved their situation immensely, this way. Better yet if in that show they show how icons use it in a very effective way and then a very expert way. That could and still is new SFU that this brand has, that expertise, that potential buyers until now couldn't find in other plan. So again, two different vectors, which have improved the situation before. Okay, perhaps one of the greatest vector changes of all time, and placement, is that of the Aston Martin. This would be my dream car. If I were able to afford an Aston Martin I would certainly buy one. And it first appeared in this movie, Goldfinger which happens to be my favorite James Bond movie because it starred Sean Connery, of course. And ever since its placement in this movie, the Aston Martin has become iconic in terms of its status. And it has appeared in subsequent James Bond movies as well. But I think what put it on the map was it's place in Goldfinger. Okay, so wrapping up, we learned that branded entertainment is organic placement. We learned that placement has not only pros. There's also cons. We learned that placement is not just limited to films, and lastly we learned that placement has to move the needle, move the needle. So that it has to, make your brand better, at least on par. If not, in fact, create an SFU brand associates.
