Product Placement Media

Product placement has expanded from movies to all types of TV shows. Marketers pay fees of $50,000 to $100,000 and even higher so that their products make cameo appearances in movies and on television. The exact sum depends on the amount and nature of the brand exposure. Sometimes placements are the result of a larger network advertising deal, but other times they are the work of small product placement shop that maintain close ties with prop masters set designers and production executives.

Product placements can be combined with special promotions to publicize entertainment tie-ins, 7-up, Aston Martin, Finlandia, VISA, and Omega all initiated major promotional pushes based on product placement tie-ins with the James Bond film “Die Another Day.” With over $100 million paid for product placement rights some critics called the film “Buy another day.”

Some firms get product placement at no cost by supplying their product to the movie company (Nike does not pay to be in movies but often supplies shoes, jackets, bags, etc). Firms sometimes just get lucky and are included in shows for plot reasons. FedEx received lots of favorable exposure from the movie Castaway. Some television shows revolve around a central product placement. Ford and the WB network created a commercial free program in 2001 called No Boundaries, which features Ford SUVs.

Marketers are finding other inventive ways to advertise during actual television broadcasts. Sports fans are familiar with the virtual logos networks add digitally to the playing fields. Invisible to spectators at the event, these ads look just like painted on logos to home viewers. Ads also appear in best selling paperback books paperback books and movie videotapes. Written material such as annual reports, data sheets, catalogs, and newsletters increasingly carry ads. Advertorials are print ads that offer editorial content that reflects favorably on the brand and is difficult to distinguish from newspaper or magazine content. Many companies include advertising inserts in monthly bills. Some companies mail audiotapes or videotapes to prospective.

Other firms are exploring branded entertainment such as online mini-films. For its American Express client, Ogilvy and Digitas are creating a series of three to five minutes “Webisodes” starring its pitchman Jerry Seinfeld, in “The Adventures of Seinfeld” and “Superman”, and also using teaser TV spots. Automakers are promoting cars with exciting online videos special effects that pack more punch than the typical car ad.

BMW was one of the first automakers to launch a successful video campaign. In 2001, the company hired some of Hollywood’s top action movie directors such as John Woo, Guy Ritchie and Ang Lee to create short films featuring the company’s cars and starring actors such as Mickey Rourke and Madonna. To build traffic to the Web sites, BMW used television spots that mirrored movie trailers. According to BMW’s ad agency, 55.1 million people viewed “The Hire” series. Mazda has followed suit with its “Venus Flytrap” video promoting its RX-8, while Ford’s “Evil Twin” video advertises the Sportka. As might be evident be evident from their names, these online videos are designed to cater to 18 to 34 years old men are spending less and less time watching television and most of the time online.