Huber.C+Report+Proposal

Huber.C

TO: Proximity Media Teams FROM: Chris Huber DATE: April 16, 2010 SUBJECT: Final Report Proposal

Gen-Y is unwilling to pay for premium content or watch commercials. Gen-Y can get premium movies and television shows for free on the internet avoiding sticker price on the content and advertisements during broadcast. I propose to write a report on the need for a change to content based product placement.


 * Need**

Consumers can choose when and where they watch premium video content and if they wish to pay for it.
 * Computers allow for streaming video at any time or location
 * Illegal downloads do not have broadcast advertisements.
 * Increase in ticket prices and internet availability of box office movies decrease Gen-Y attendance in theaters
 * DVR usage allows for consumers to fast forward through broadcast advertisements
 * Commercials of particular interest to Gen-Y are sent to friends online

Proximity focus groups clearly show that, Gen-Y continues to download video illegally regardless of legal rulings for the music’s industry about illegal mp3 downloads. Traditional advertisements are losing effectiveness as they are viewed less. The trends of Gen-y to watch content that is available at no-cost-per-view leaves a need to profit off of what Gen-y watches.


 * Topics**

The proposed report, "The Death of Commercials and the virus that killed them," will cover the following topics
 * the need for more Product placement in premium video
 * Commercials as viral entertainment and the web as a free showcase
 * Product Placement in video games


 * Sources**

Story, Mark. Video-Game Advertising: More Than Just Product Placement. ClickZ ( 2008, February 11). Retrieved April 16, 2010 from []

Mark discusses the effectiveness of advertising ins a video game through different methods.The product placement is more effective if the gamer must use the product as a power up or as an integral part, which may may be discussed with other gamers while discussing game strategy or secrets. Mark continues on the usefulness of out of game ads which utilize gameplay aspects to promote a product, such as a Toyota commercial utilizing World of Warcraft graphics.

Learmonth, Micheal. Old Spice, Wieden 'Flex' Viral Muscles: The Duo Land Two Campaigns on the Chart, While Toshiba's Back With an Other-Worldly Stunt. Advertising Age (2010, April 8). Retrieved April 16 2010 from []

Micheal praises Old spice and Toshiba for creating advertisements with viral appeal. An Old Spice commercial posted on the web received 1.5 million views while a Toshiba ad received 1.1 million in a week.

Maki. Advertisements That Work: Lessons from Tissue Pack. DoshDosh(2008, December 28). Retrieved April 16, 2010 from []

Maki assesses the advertisements on tissue paper packaging in Japan. Various companies are using small tissue packages as a way to advertise for a product or event while giving away a free item. Free tissues are more likely to be accepted than flyers because they are a functional item and they have staying power as an ad because the consumer will hold on to the package until it is empty. Ads that act as more than simply ads is more effective.

Tayleure, Abby. Lady Gaga's 'Telephone' Video- How many Products Can You Spot? NME (2010, March 12). Retrieved April 16, 2010 from []

Tayleure recounts the products placed in Lady Gaga's 'Telephone' music video and the obvious way that she places products in her music videos. She also poses the question of what she will choose to display in her next video.

Scotty, Jeremy. Viral Video Marketing Round Up-Lessons From This Week's Viral Video Successes. Reel Seo(2010, February 5). Retrieved April 16, 2010 from []

Scott discusses trends in viral ads that allow for improved effectiveness. Included in this are self deprecatory humor, taboo content, notoriety and clever edits of existing content to create content that viewers will want to share with others.