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Product Placement Tweet
In today's very competitive environment advertisers will try many different methods to promote their product or service. Product placement is all about very carefully placing a product in a movie, a TV show, radio or even games, with the objective of trying to influence sales of that particular product. Product placement is not a new strategy; however, it is now becoming more widely accepted as a way of promoting your product. Within the UK, if a product is going to be ‘placed' within a show and manufacturers have payed for that placement, then the programme has to have a letter 'P' placed before and after the show and during and at the end of ad breaks. This follows a EU ruling in 2007 that lift rules on product placements within the European Union.
There are two types of product placement
• Where the company sponsors the whole show.
• Where the product is used in certain parts of the show.
Examples of product placement
• In 1995 BMW carefully placed their then BMW Z3 in the then new Bond movie ‘Goldeneye'. This was a hit and sales of BMW Z3 rocketed.
• In the movie Transformers all of the cars were provided by GM again influencing sales.
One of the major benefits of product placement is costs. Where it can costs thousands or hundreds of thousands to produce a commercial, there is a one off fee for placing the product on screen, and the benefits of this can be felt along while after the film has been released.
As more of the younger generation are spending more time playing games either online or on their consoles, product placement has moved from the movies to the gaming world. Football games have adverts placed within the stadium, Car games have certain brands of cars which users select from again paid for my the manufacturer.
For TV networks and movies, product placement means greater revenues and the possibility of better shows and movies because of the additional income generated by product placement.
Product placement is here to stay and is most likely to increase. Next time you watch a TV show and you see characters using a laptop or computer, or sitting on their couch eating a pizza, check out the brand, it is most likely to be an Apple or a Dell, or a Domino Pizza, carefully placed in the show by the production team and the manufacturer.
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