MEMORANDUM
Prime Time Product Placement Getting Exposure Future of Product Placement Conclusion Product Placement:Everyday we the audience will be seeing more and more product placement in prime time television. Product placement plugs were once prohibited by the networks because the networks didn't make money off of them and they offended the paying advertisers. The price for a thirty second commercial spot is continually increasing leading sponsors to put the pressure on the programming and advertising departments in prime time television. As a result there has been less resistance to product placement. Audiences are growing tired of commercials cluttering the airwaves which forced advertisers to think quickly to find a better way to promote their products. Product placement is a very efficient and inexpensive way for advertisers to promote their products. The costs range from 20,000 to 100,000 dollars. As a result brands get exposure without the high cost of commercial air time.Prime Time Product Placement:Product placement is a clever way for companies to advertise their products with no commercials interruptions. Some recent examples involve a few very popular television programs. Agent Scully on the X-Files uses a Nokia 8860 wireless phone when calling Mulder. On Who Wants To Be a Millionaire contestants phone a friend using AT&T. Regis is there to remind the audience that every time the phone a friend lifeline is used. Party of Five is advertised on the box of 12 packs of Dr.Pepper. In a recent episode of Party of Five Neve Cambell grabs a can of Dr.Pepper out of the refrigerator. Mitch Burg, Vice President of Media Edge, was the man behind the AT&T and Dr.Pepper deals.Getting Exposure:Producers, set designers, and prop masters are sent mass products form variance companies hoping for product promotion. The Drew Carey Show received case loads of the drink Aqua Java for free. As a result the drink was written into a joke on the hit show for thousands of audience members to hear. Product placement creates a "contemporary and hip" image which consumers will see and hopefully buy in return.Future of Product Placement :Although networks are producing more of their own shows not all have an acceptance for product placement. Some networks aren't doing any product placement on their shows. NBC hasn't done any product placement. Their network wants to maintain a professional prime time look. A company insider said "We don't want to turn Central Perk on Friends into a Starbucks".Conclusion:Product placement looks as though it has made itself a market niche. The low cost is the most powerful influence. As audiences grow tired of commercial interruptionsproduct placement will become more acceptable. Companies will continue to send products to networks free of cost in hopes to gain a spot in a prime time television show. Ultimately the audience and the consumer will determine the life span of product placement. |
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