Toy advertising: Difference between revisions

Effective advertising strategies also heavily involve product placement;<ref name="Donald L. Shifrin 2006"/> The marketing practice in which a business pays for its brand or products inclusion throughout a film or television programs.<ref>Russell, C. A., & Stern, B. B. (2006 ). CONSUMERS, CHARACTERS, AND PRODUCTS: A Balance Model of Sitcom Product Placement Effects. Journal of Advertising , 7-21.</ref> Theory suggests that the limited cognitive process which occurs when a child engages in television inflicts a feeling of familiarity to stimulate preference.<ref>Auty, S., & Lewis, C. (2004). Exploring Children's Choice: The Reminder Effect of Product Placement. Psychology and Marketing , 697-713.</ref> ''Toy Story'', a famous all time Disney movie worked in association with toy makers, basing the movie characters off real life toys. Mr Potato Head, Slinky Dog and Etch a Sketch original sales needing refreshing. After the release of the film in 1995 the sales of the toys that featured in the ''Toy Story'' movie skyrocketed. In correlation, the Disney Moviemovie ''Frozen'' is a franchise within itself generating a net worth of $2.25 billion.<ref>QUARTZ. (2014, August 05). Disney will keep milking "Frozen" for all it’s worth. Retrieved from QUARTZ: http://qz.com/245225/disney-will-keep-milking-frozen-for-all-its-worth/</ref> Disney has capitalised on the films wide audience by constructing a profitable franchise supplying ''Frozen'' Charactercharacter dolls, teddies, lunch boxes, clothing, duvet covers and more. According to Dave Hollis, executive vice president for distribution at Walt Disney Studios, Disney had troubling marketing to males. To overcome this Disney found that boys respond more to humor therefore Olaf, the comedic Snowman was advertised as much as the two female lead characters were.<ref name="fool.com">Kline, D. B. (2014, May 14). How Disney Will Make 'Frozen' a Billion-Dollar Franchise. Retrieved from The Motely Fool : http://www.fool.com/investing/general/2014/05/14/how-disney-will-make-frozen-a-billion-dollar-franc.aspx</ref> The success of this strategic marketing was reflected in the exit polls which read that 43% of the audience during opening weekend were in fact male.<ref name="fool.com"/> Using this particular advertising strategy Disney in theory doubled their targeted audience.