Product placement, can it be justified?
Product placement is a very well-known phenomenon that many firms use today. It began in nineteenth century. In many cases society is not aware of that, they do not recognize it as such. Product placement can be described as an advertising technique used by companies to subtly promote their products through a non-traditional advertising technique, usually through appearances in film, television, or other media.
According to PQ Media, a consulting firm that tracks alternative media spending, 2014 product placement expenditures were estimated at $10.58 billion. Companies realized that this way of promoting a product is much more efficient. People are tired of traditional commercials and ads, usually when there is a commercial break on a TV people tend to switch channels just to avoid ads. That’s why companies decided to use product placement as a way of advertising. Many firms benefit from this type of advertisement, people stare at those ads not even aware that there are ads. New generations of brand marketers are seeking for improved methods to engage younger audiences to boost the demand for their products.
Placements fall into two categories: those that are donated to reduce production costs and those placed in exchange for compensation or it can also be categorized as basic and advanced. Basic placement is when the logo of an object or a brand name is visible but the characters don’t draw attention to the brand. Advanced placement is when the product or brand is mentioned by name by characters in the show or movie. When we mention product placement we have to mention tobacco industries. Tobacco industries are the perfect example of firms that use product placement as a way of promoting their products. In the past were smoking wasn’t so popular and spread among people as a habit and desire, tobacco firms payed actors to smoke their cigarettes in movies. There is a well-known example of Sylvester Stallone receiving US$500,000 to “use Brown and Williamson tobacco products in five feature films.
There are many examples of product placement and firms tend to use this way of advertising their products in much greater amount. Some people see it as a manipulation some see it as a justified way of advertising in the 21st century. Every person and every firm tend to make an impact on the society and to be successful. They came to a realization that traditional advertising is not efficient as it used to be, so they recognized quality and success of a product placement.
When people look TV or listen to the radio they are exposed to an enormous amount of information that are in my opinion much harmful then product placement.