Guerilla Marketing or Product Placement
You have a choice between Guerilla Marketing of your product or product placement in a
movie or a television program. Read the following descriptions and decide what you want to
do. The point values will be the same, so your group just has to decide which type of
advertising would be most effective.
Coined by Jay Conrad Levinson, guerilla marketing is more about matching wits than
matching budgets. Guerilla marketing can be as different from traditional marketing as
guerilla warfare is from traditional warfare. Rather than marching their marketing
dollars forth like infantry divisions, guerilla marketers snipe away with their marketing
resources for maximum impact. They use unconventional ways to spread the work about
the product or service. We will look at examples in class on Monday, February 23.
Product Placement Advertising:
Showing a brand name product in a feature film, television program, or other medium not
typically perceived to be an advertising medium. The marketer sometimes pays a
substantial fee for the placement. In other cases, the producers consider the product to
be an integral part of the plot and merely request permission from the marketer. The
marketer benefits from exposure to a large audience in an environment that is perceived
to be objective. An added benefit is the association created between the actors or the
characters they play and the product. In the film Runaway Bride, Julia Roberts boarded a
FedEx truck. Another actor gave voice to FedEx's service guarantee, saying she will arrive
"by 10 a.m. the next business day." After the release of E.T., sales of Reese's Pieces
soared while the makers of M&Ms regretted not permitting them to be used in the film.
We will look at some movie clips and television clips on Monday, February 23.
Specifications: Choose one of the two advertising types. Write a 3 paragraph essay on
how you would advertise in one of the two medium. Specifications on the essay are as
Select one of the two types.
Explain why you chose the type of advertising (guerilla or product placement) you
If you select guerilla marketing, describe how you would market your product.
Where would you place the ads? How much money would you spend? Who would
your target market for this type of ad be?
If you select product placement advertising, describe what kind of movie or
program you would place your product and why. How much would you be willing to
pay to have your product placed in a movie? Who would your target audience be if
you were placing a product in a movie or television show?
choice of advertising type 10 points
why you have made the choice 10 points
three paragraphs long 15 points
advertising description 25 points
Total points 60 points