Product placement involves placing branded goods or services within the context of a film or television programme. It is largely being used in place of other offline marketing techniques (such as television advertisements) as it is believed that, if carried out effectively, it has the power to massively manipulate viewers into buying into those goods or services.
Otherwise known as embedded marketing, this offline marketing strategy has been used by marketing companies for many years, but is becoming increasingly sophisticated as advertising becomes even more subtle and strategic. Many placements are barely even noticeable yet they still have the power to influence users into buying those goods or services, without those users even realizing it.
For example the same brand of drink might be consumed throughout a TV show, or the same type of car used throughout a film; though this sort of feature is not explicitly obvious to the viewer it is subtly influential, creating in the viewer an emotional attachment to that product.
Some product placement campaigns are incredibly costly. One of the most notable was the placement of the new Ford Mondeo in Casino Royale. According to reports, Ford paid $14 million for the privilege of including the car in the film, which was only featured in the film for around three minutes. The sales results, however, were magnificent.
Does Product Placement Work?
Product placement can sometimes backfire if viewers feel that the placement of the item or service is too obvious. It can leave viewers cringing if it is too blatant, often resulting in a great deal of uproar and ridicule that does not have a positive impact on sales (although this still gets people talking about the brand).
Nevertheless, product placement can be incredibly effective if carried out correctly. Many soap operas are cleverly weaving a product into scenes of the show in a manner that is so subtle it is barely even noticeable. Over time, devoted viewers come to associate that product with the show and develop an affiliation for that product, encouraging them to become committed customers to that brand. This is an excellent way to enhance image building and branding.
Closing Thoughts...
Though online advertising is becoming an increasingly popular marketing vehicle, product placement is not going anywhere. If effectively executed it has the power to add reality to a show or film and persuade users to use these products in their daily lives.
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