Product placement is nothing new. It has always been a solid way of promoting a product to a specific target audience. And with the growth of the number and scope of TV programming and the amount of channels and movies produced annually, a strategically designed product placement can get more bang for the buck than many traditional advertising media buys.
The winners in my opinion are Coca-Cola on American Idol (although they seem to have lost some strength as the Coke red cups sit visibly and somewhat unnaturally on the judge’s table, yet are not used or touched much by the judges.)
Chevrolet, GMC and Ford deserve praise in this respect too, as they have very successfully positioned their products in a variety of TV shows where they get great brand recognitions.
Can you think of others? Comments welcomed.
– Geri Konstantin
With an economic climate that has not been friendly to advertising budgets, Cross-Promotion has been increasing as a cost-effective means of advertising several products to a broad market base.
ABC gets my vote on the effective use of cross-promotion. Good Morning America (GMA) is replete with cross-promotions with other ABC programming, with other products, celebrities, TV shows and events.
It seems apparent to me they are going after the 18-35 market, using a lot of pop culture content that appeals to this market segment. They also seem to entice the baby boomers as well with guest appearances from bands and celebrities to which boomers can relate.
Cross-promotion is a cost-effective and necessary part of today’s challenging marketplace. The more a TV show or personality is out there and talked about, the stronger the brand/name recognition and the more likely viewers are likely to retain or gain interest, and remember/look forward to seeing future related offerings…
– Geri Konstantin
I have noticed a trend in the popularity of 4 minute infomercials, signaling the apparent success of what I will term the “mini-infomercial.” Why is this important? It is important because as the media we use daily change and consumer usage of media vehicles changes, the more creative we must be in our marketing and advertising decisions.
As recently as five years ago if you asked if an effective infomercial could be done in less than 30 minute, chances are you would be told no – that you have to build up the relationship with the prospective consumer and allow the product(s) to be demonstrated or told about to be effectively sold. Not so any more as marketers come up with this new combination of solid TV advertising techniques with the luring hooks of tested infomercials.
– Geri Konstantin
For the last couple years the term “interactive television” has been tossed about. It has been projected to be the wave of the future and it was just a matter of time till it became a reality. After all, shows like “American Idol,” and “Dancing with the Stars” have been based heavilly on viewer preferences through voting for many years and the benefits of voter participation breeding viewer loyalty have been evident.
This new show, under the genre of a “transparent reality” show, takes it a couple steps further, encouraging viewers to actively participate with the content of the show, selecting what the contestants will do and wear, and intertwining it with active participation in social media such as Facebook and on abc.com.
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Geri Stunz Konstantin