COVERT ADVERTISING

Covert advertising is when a

product or brand is embedded in
entertainment and media.

For example, in a film, the main

character can use an item or other
of a definite brand, as in the movie
Minority Report, where Tom Cruise
's character John Anderton owns a
phone with the Nokia logo clearly
written in the top corner, or his
watch engraved with the Bulgari
logo. Another example of
advertising in film is in I, Robot,
where main character played by
Will Smith mentions his Converse
shoes several times, calling them
"classics," because the film is set
far in the future.
I, Robot and Spaceballs also
showcase futuristic cars with the
Audi and Mercedes-Benz logos
clearly displayed on the front of the
vehicles. Cadillac chose to
advertise in the movie
The Matrix Reloaded, which as a
result contained many scenes in
which Cadillac cars were used.
Similarly,
product placement for
Omega Watches, Ford, VAIO,
BMW and Aston Martin cars are
featured in recent James Bond
films, most notably Casino Royale.
Blade Runner includes some of the
most obvious product placement;
the whole film stops to show
a Coca-Cola billboard.
Hayabusa in Dhoom, John
Abraham uses Hayabusa in the
movie as a thief, from that time
only many of Indians came to know
about that bike.

Domino’s Pizza in Phir Hera

Pheri
Domino’s is known as much for
the quality of its pizzas, as for its
promise of “delivery within 30
minutes or free”. Paresh Rawal
seen in the movie happily
munching on a Domino’s pizza.
Covert Advertising in Video
games

Today, advertisers are much more

interested in the $24 billion video
game industry. Spending on in-
game product placement was
estimated at $300 million this year,
with projections of $1 billion in
spending by 2010. 66% of males 18-
34 own at least one game console,
as do 80% of males ages 12-17. In
2006, 62.3 million game consoles
were sold. Market researchers
anticipate that this number will grow
by an additional 26% in 2010.
Covert Advertising is different from Celebrity
Endorsement
The celebrities endorse products and brands with commercial
reasons, which normally comes in the breaks in television
programmes or cinema halls.

Similarly commercials of cinema halls are found to be of low

involvement as audience takes them as blocks between the
reasons of visiting the cinema hall and the time available to
them entertainment.

Brand placements provides an opportunity where the involved

audience gets exposure to the brands and products during the
natural process of narration of movie or television commercial.
 PRODUCT PLACEMENT

A product placement is the inclusion of a product, brand

name or the name of the firm in a movie for increasing
memorability of the brand and instant recognition at the
point of purchase. It is an advertising technique in which
the companies pay a fee or provide service in exchange
for a prominent display of their product.

Product placement appears in plays, films, television

series, music videos, video games and books. Product
placement occurs with the inclusion of a brand's logo in
shot, or a favorable mention or appearance of a product
in shot.
 Types of Product Placement

• Corporate Placement
• Generic Placement
• Idea placement
• Historic Placement
• Service Placement
• Negative Placement
 RESEARCH METHODOLOGY
The study is based completely on Secondary Research. The
data has been collected from:-

The collection of data was through books, journals and articles

on covert advertising.

A lot of data was collected from the internet to help compile the
entire study.

Data Collection :-

1. Covert Advertising and its scope

2. Effectiveness of covert advertising
3. Connection between brands and films
4. Case Study
 CONCLUSION

Advertising occupies a major place in Integrated Marketing

Communication strategy of corporate It has evolved in sync
with the changing media environment. They are constantly in
search of innovative technique which has grabbed the
attention in recent years is ‘Covert Advertising’.

A conclusion drawn from the research was that products

placed prominently in films were better recognized than those
placements placed subtly within the context of the film.

Another aspect closely considered in this research was the

effect product placements have on the realism of the film.
Thank You!