Product Placement; Avoiding th
Product Placement: Avoiding The Million-Dollar Minute As the price of advertising on television has increased, companies and their advertising agencies have been looking for more cost productive ways of marketing. A major way of tackling this issue is through the use of product placement in movies and television. With every new movie release or every new episode of a sitcom, it becomes more and more apparent that advertisers are going to stick with this medium as an effective advertising device. Watching TV or movies as recent as ten years ago, the products you saw were very generic in nature and brand names were rarely seen. But the days of seeing a soft drink can labeled simply "Cola" in the refrigerator on your favorite show are a thing of the past as a new wave of advertising has emerged. In the world of television, one of the most dreadful words to advertisers is "zapping." The term zapping came about with the invention of the remote control. It denotes the quick reaction by a viewer to change the channel at the sight of a commercial. When viewers would have to leave the comfort of their chair or sofa just to switch stations, advertisers often had a "captured" audience. Companies are finding that the conventional
Though most networks view product placement as beneficial form of advertising, not all networks have given into this advertising format. (Abranovich) Even if product placement does raise questions about its effects on the different forms of entertainment consumers enjoy, advertisers know that it is going to get seen, and that's their primary objective, to get their product seen by as many people as possible. "Now Starring in Party of Five--Dr Pepper: IS THIS SPIN CITY OR THE HOME SHOPPING NETWORK?" Fortune 17 April 2000. Rather than traditional love letters, the stars, Meg Ryan and Tom Hanks, fall in love online using AOL's service. Such was the opinion of several viewers of Tom Hanks's newest film Cast Away. Set in a romantic comedy, America Online Inc. Thirty second and minute long commercial spots have gotten terribly expensive, and advertisers know that consumers have their finger on the remote ready to "zap" the channel. Companies like Nokia, E*Trade, and CompUSA have often sponsored major bowl games. Which brings up yet another benefit that product placement brings to its advertisers. At the time of its release, You've Got Mail, was know as the biggest film product placement arrangement in history. FedEx defended itself against negative statements by stating that they were more like a character in the movie, and not a product. In television, product placement is usually a subtle appearance of a specific product, like an actor carrying a specific brand of soft drink. One major difference, though, is the importance of the product. In return, every rerun of a show or any time a movie is watched, the company basically receives free advertising. Within these movies the product can sometimes play as important a role as the actors themselves.
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Acceptance Essays
