it takes some planning

When an advertiser wants their product placed in a show, they can't just pick any show. They have to match the show's target audience with their target audience to ensure that they are reaching the right people. If you don't advertise to your target audience you are wasting your money.

Another consideration that advertisers are starting to have to make is what other products are being placed on that show? For example in the two hour season finale of Nip/Tuck the website mySpace was mentioned several times on the show. mySpace is a networking website aimed at the 25 and under crowd and is mainly used by 16-18 year olds. Also integrated into the show was Smirnoff vodka. See the issue? Some viewers (especially parents) might be upset and concerned that a product targeted to 16 year olds is being advertised in conjunction with a product that 16 year olds should not be using.

Advertisers need to be careful that the shows and episodes they choose to place their products on are targeted at their audience and are appropriate for their product and target.

The Nip/Tuck example was found on Jeff Greenfields product placement blog. Check it out!

even product placement

We live in a world where everything is computerized, digitalized and wireless...even product placement. A Detroit Free Press article titled "Advertising: Pop-in products" dicusses a new phenomenon called digital product integration. It's a technology that allows products to be digitally inserted into television shows after they have been filmed. So far, digital product integration has been used to subtley place products into the show, making sure that the product is relevant to what is going on in the show. The technology has been used in many popular shows such as "CSI", "Will and Grace", and "Yes, Dear".

Advertisers like digital product integration because it gives them more control. They can ensure that their product isn't edited out of the show.

Groups that are against product placement fear the digital product integration will make it too easy for products to be inserted and be a facilitator for overcrowding of products on shows. If a company wants its product placed on a television show they will try their hardest to get it there, it doesn't matter if it is done digitally or not.

crackdown on product placement

The Olympics games committee is fighting hard to keep the Olympics from being crowded with advertisments. One of the most prominent and effective forms of product placement is to have athletes wear your brand. However, it won't be Olympic athletes. New rules are seriously limiting the advertising messages that Olympic viewers are exposed to. Non-sponsor logos are not allowed at all, and sponsor logos are only allowed in certain places. Athletes clothing can only have one small tradement displayed per garment. Any other logos must be taped or patched over. Michaela Dorfmeister (left) had to cover the "Spyder" logo on her ski helmet.

While the games depend heavily on corporate sponsorship for financial backing, officials are concerned with maintianing and protecting the image and value of the Olympics. They don't want the games to become as cluttered as other sports such as NASCAR.

While it is important for the Olympics to have an image of quality, I don't feel that covering atheletes helmets and jerseys with tape is the way to do it. Advertising and commericials are expected when viewing television today. A jersey with a logo on it does not make me view the Olympics with any less respect and awe. While I understand that they are trying to prevent advertising and product placement from becoming obnoxious, I think they've taken it a little too far.

View the article here

its not just viewers

Apparently its not just the viewers of television shows who are fighting against product placement. Hollywood actors and screenwriters unions staged a joint protest of product placement according to a Washington Post article on Feb 9 . The unions wanted to attend an advertising summit addressing branded environments and product placement. Their argument is that if actors and screenwriters have to wright and read scripts with advertising woven into them they should have a say in the extent to which products can be promoted. They believe that the advertising limits their ability to be creative and professional The unions have threatened to file a complaint with the FCC if they are not given a say.

In opposition, producers are contending that it is hard to believe that they are seriously interested in maintaining creative freedom when one of their main complaints is that they want compensation for product placements in their shows.

Intro to Product Placement

Hello and welcome to my wonderful blog about product placement. For those of you out there who are not majoring in IMC, Advertising, or Marketing, product placement is the integration of a brand into a movie, television show, sporting event, etc. The goal of product placement is to get a company's advertising message to the public through a medium other than the 30 second television commercial or radio spot. Well thats the basics, hopefully this blog will help you (and me) gain a better understanding of what exactly product placement is, how it is used, and why it is effective.

Alright enough introduction... now for the juicy stuff. An article titled "When the plot pushes product" ran today in the Los Angeles Times. It gives a very good overview of product placement and some great examples of product placement in the media today. From "24" star Jack Bauer using a Sprint phone to aid hostages, to American Idol Judges drinking Coca-Cola(see picture), to Steve Carrell advocating Chili's awesome blossoms on "The Office"; product placement is everywhere. According to the article, Nielsen reported that the number of product placements went up 30% last year. NBC used product placement the most; an unbelievable 7,460 times on the reality show "The Contender" alone.

The article discusses the theory that the 30 second commercial is no longer effective due to advances in technology(for example tivo and television through ipods and cellphones). Networks and advertisers realized that they need to find new ways to reach consumers.

The idea for product placement could be initiated by the scriptwriters or producers of a program, or a company could go to a show and request to be written in. Prices vary depending on the level of integration. The more involved in the story a product is, the higher the price.

Some viewers are angry that their favorite tv shows are turning into infomercials and have written to networks telling them so. In general these complaints have been ignored because advertisers feel that product placement is more effective than traditional tv ads. They do realize however, that they have to be careful about overdoing it. Some speculators feel that the process will regulate itself. When shows become to cluttered with products, viewers will tune out.

Click here to read the article