Placement of multimedia solutions

Module title:

Placement of multimedia solutions

Module overview:

The aim of this course is to enable students to learn:
understanding digital content and its placement
plan placement of adequate type of production and audio-video content
achieve adequate appearance and relevance of audio-video content through placement

The aim of the course is to direct students towards several stages in the perception of the product and its placement and to protect it. The starting point of the conversation is the presence of products through their placement in the media for marketing reasons, and converges towards the meaning, goal and message valorising new trends and creative approaches. After that, the course goes through digital content, its application on a global basis and type and development, and the placement of such digital content that can fulfil such an application. Digital content through sales platforms becomes part of the open market, and this concept is complemented by independent placement and protection of the same, which contributes to greater independence of students through the application of knowledge and skills in production.

The course also focuses on contractual protections related to projects that define digital content, but also contracts that define the use and use of individual digital content themselves.
In this course students will learn:
analyse classic product placements
marketing approach to product placement
creative approach to product placement
create a product placement solution
analyse the need for digital content placement
market digital content
plan placement through festivals, conferences, exhibitions, premieres

Literature:

Required readings:
1. Buess, J. (2003) Product Placement: The Analysis of a Marketing Communication Instrument
2. Galician, ML. (2004) "Handbook of Product Placement in the Mass Media: New Strategies in Marketing"
3. Sylvan, R. (2010) Taking Stock: Make Money in Microstock Creating Photos That Sell

Supplementary readings:
1. Honthaner, EL. (2010) "The Complete Film Production Handbook",
2. Brennan, I, Dubas, KM and Babin, LA, (1999) The influence of product-placement type and exposure time on product-placement recognition
3. Cowey, E and Barron, C, (2008) "When product placement goes wrong: the effects of program liking and placement prominence"
4. D´Astous, A Chartier, F. (2000) A Study of Factors Affecting Consumer Evaluations and memory of Product Placements in Movies