Product Placement Strategy In Advertising

Today we are bombarded with entertainment, television, radio, movies, music, etc. Media reaches us through many different channels, virtually everywhere. These forms of entertainment are supported by advertisements that encourage us to purchase things. These can be necessities, things we are unaware of, and often times just things that are appealing that we want (Williams). However, it is becoming clear that standard advertising simply is not cutting it these days with the continuing advances in the digital world. Anticipating the way people will view advertisements on television is different today than it has been in the past. This is because people are using recording devices and on demand options to view their programs and are often skipping

Implicit product placement is when something associated with the brand is presented passively. An example of this would be if someone in a television show was to wear clothing with a brand logo on it but no attention was drawn to it (Williams). Integrated explicit product placement strategy is when an association to the brand plays a dynamic part in the program. This would be if the characters in a show were waiting for a certain brand of delivery food to arrive and they are shown consuming it. One other type of strategy when it comes to product placement would be non-integrated. Similar to the integrated explicit in the way that the brand is formally expressed, but it is not incorporated into what is actually happening in the show. Sponsorships are a good example of this, it can be described as more of a reference to a brand

Investors are expecting a measurement to validate the success of this form of media. Since the beginning of this form of marketing, measuring its effectiveness has proven to be a challenge. There is no one established way to measure the value of these placements (Kramoliš). One way to justify these marketing tactics, however is to compare the cost-effectiveness and the actual coverage of the placements to that of a traditional television commercial. Although the value is not easily measured according to Nielsen’s findings, it is worth it because “57.5% of viewers recognized a brand when viewing product placement in combination with a commercial as compared to 46.6% of those viewers exposed only to a commercial for that