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
In this partnership, Party of Five star, "Neve Campbell grabs a clearly labeled Dr. Though most networks view product placement as beneficial form of advertising, not all networks have given into this advertising format. 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. Rather than traditional love letters, the stars, Meg Ryan and Tom Hanks, fall in love online using AOL's service. One major difference, though, is the importance of the product. These types of barter agreements are growing in popularity because there is no money exchanged, and both companies receive very positive promotion. Not too many years ago, plugging products on network TV was prohibited, but now networks are "more than eager to oblige" (Gunther). Such was the opinion of several viewers of Tom Hanks's newest film Cast Away. One movie in particular is Warner Brothers 1998 release You've Got Mail. The fees can be "as little as $20,000 and rarely $100,000" (Gunther). The product continues to be seen by more people at no additional cost to the advertiser or the company. In an agreement such as this the corporate clients, pay an annual fee for an agreed amount of payments. Product placement has definitely drawn mixed feelings from the consumers, but the fact is, it is a very effective and efficient way of advertising.
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