Eficacia del brand placement: análisis del caso The Shaving Shack en Skyfall.

• Autor(a) principal: Pla, Vicente Badenes
• Data de Publicação: 2015
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/79
• topic: Brand placement, effectiveness, ROI, The Shaving Shack, Skyfall.

This article aims to demonstrate the effectiveness for advertisers of a very specific communication tool, the brand placement, the integration of brands in audiovisual contents. To the extent that a communication plan comprises a set of actions orchestrated towards the achievement of a common goal, the difficulty to prove the effectiveness of a communication action often lies in the inability to identify and isolate the success rate that corresponds to each of the communication actions implemented in the plan. Through the analysis of a concrete case study of brand integration into a James Bond movie, which only this action of communication was performed, demonstrates the direct and unmistakable influence of the use of this technique in the increase of sales of the brand.