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A STUDY ON PPL TECHNIQUES IN THE MOVIE

Bigger and Bigger attention is given to the New Concept of PPL(Product Placement)as a indirect advertisement, technique to use movie, by focusing any Product, Brand, Service or Image etc. intentionally or unintentionally, for the effective marketing effect.

Classified as effective and attractive communication means, its importance is emerging, because such advertisement is new dimension of modern marketing approaches, thus casting diverse positive and negative discussions at the situation. It is getting more important when through four major mass-media they face limitations to satisfy the consumers' need, considering rapidly changing mode of industrialized life.

So-called ZAPPIMG²³⁾ is intensifying from the consumers and the advertisement cycle is accordingly shorter from year basis to several months interval. New need is also increasing from the Sponsors to introduce newer and effectiver activity. It has enabled to mobilize effective methods to insert Product and Service etc. into the movie.

Why PPL in MOVIE is more often used as a indirect advertisement and its importance gets bigger interests in the advertisement field is that people regard the message as real fact upon exposed to them.

As Cinema is distributed over the border and global competition os common nowadays, PPL is becoming very effective media for the international marketing entreprenuers.

Holywood Movie is easily distributed worldwide and its advertisement effect is tremendous as with smaller investment, PPL enhances PR effect greatly for the product and image to the World thus making big sales booming up.

Box-Office Movie collect normally 300-400 Mil. spectators over the world PPL could be stronger marketing media than any other PR methods.

In Korea, PPL in the TV Radio broadcasting is controlled strictly, however in the Cinema, it is still accepted as general, not subject to moral or legal dispute.

On the other hand there are pointed out problems ; smaller PPL companies not trained in the field of film media are causing side-effects, main partners such as Peoduction, Staffs, Directors directly involved in the process are also not recognizing correctly about PPL.

In spite PPL becomes effective PR concept, there arise many happening and mistakes not only from staff members, but also from technical sides i.e. omission in the edition process, even false-inserting of competitors product etc.

In the Western society, PPL ranks as a strong PR and advertisement methods.

CASTAWAY is a clear example, where PPL has been applied as startegic advertisement technique ; they have into the scenario narative as a part or main story FEDEX-Quick-Service Company itself.

Influenced by such case, naturally, bigger Companies would like to use PPL technique to make their product publicized widely and effectively.

Korea is not exceptional but still PPL has not

The hit movie(JIBURO...Go Home) mobilized over 3 mil. spectators to be a success BO Film (Box-Office Cinema) recently, where, however, no single PPL agreement has been concluded before opening in spite that there have been adopted numerous things, which could be easily found, available in the routine life except some sponsoring from Chocopie confectionery and Saengsu (NATURAL-WATER) providor. It is natural that Film Producer had the strong desire to make any sponsoring agreement. But as there were no renowned actress and actors nobody would assist financially for any PPL advertisement. However the result was quite contrary, to the great surprise, And they rush on to make PR contracts with the producers.

As shown in this example, PPL is still no target, previously organized for any PR starategy in Korea, But such case could happen also in foreign country as no specialists on PPL joins as staff member.

This Study conducted two investigations simultaneously on theoretical study and also case-studies. It has the aim to show diverse cases by suggesting actual instances of PPL advertisements in Korea and also in Foreign conutries.

PPL guarantees also additional advantages to increase geometrically also in the secondary market, as reproduced in VIDEO, DVD, Cable TV, Public Broadcasting etc.

As things turn out, PPL can be classified as but also as effective and effficient marketing media of advertisement and PR fields besides it contributes to the development of cultural products of Movie itself.

As movie properties used, PPL is adopted as to increase the effect of the vivid reality but now it can invite industrailists to be sponsor for the Movie Industry to make best use of this techniques to sell most their products.

This study leads to the conclusion that there should be deeper and diversified study in the fields of Movie and Advertisement and PPL could be the most effective and future-oriented marketing media, if there could be professional approaches based on analitical understandings.

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