Product Placement; Avoiding the Million Dollar Minute
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 w
For example is AT&T's sponsorship of the lifeline phone call used in the ABC show Who Wants To Be A Millionaire? In this partnership, not only does AT&T provide the connection for the "lifeline" call, but it also supplies the show with free telephone service, saving ABC money in production cost (Gunther). They do not want to risk of offending a paying advertiser who is paying for a standard commercial time slot, and don't want to cheapen the look of prime time. The product continues to be seen by more people at no additional cost to the advertiser or the company. A prime example of a product placement joint promotion would be Dr. So by innovative marketing techniques, companies have placed their product directly in the heart of your favorite television programs. The story, which is about a FedEx employee who gets stranded on a desert island after a plane crash, is plastered with the FedEx logo. An insider from NBC stated "We don't want to turn Central Perk on Friends into a Starbucks. In contrast, in the motion picture industry, there have been movies created entirely around one product. One movie in particular is Warner Brothers 1998 release You've Got Mail. 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. The movie even ends in a way that promotes FedEx when Chuck Noland (Hanks) delivers the only intact package that survived the crash. As technology provides the consumer with efficiency, marketers are using product placement to innovatively adapt and maintain a cost efficient strategy ------------------------------------------------------------------------**Bibliography**Works CitedAbramovich, Alex. Since the networks have been producing their own shows, they have seen this type of advertising as a wonderful opportunity.
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