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Product Placement

Product Placement is an attractive tactic in the marketing arsenal.  When strategically deployed, it can effectively complement a brand’s communication platform and/or serve as the cornerstone to a well-integrated consumer promotion.  With the proper background intelligence regarding the property, and the implementation of checkpoints along the way, product placement is an extremely efficient means of establishing the brand message with the target audience.

The key benefit of product placement is the “halo effect” generated by the implied endorsement of the product by the entertainment vehicle and celebrities favored by the target audience.

Product Placement Objectives

Generate awareness

Break through clutter (vs. traditional advertising)

Establish new/alternate product use

Soft sell through positive association

Extend reach of marketing initiatives

Build reach through longevity of entertainment property and its ancillary market sales

 

Product Placement Types

Visual - product is simply observed as part of the environment

Verbal - product is mentioned

Hands-on - product is handled or used

 

Product Placement Requirements

Product used in a natural and positive way reinforcing its image

Product realistically integrated into a show/environment that is believable to audience

Product is on screen for a sufficient length of time so that consumers can make the association

 

 

 
Copyright © 2003-2008 Big Rocks A Marketing Cooperative
Last modified: 26 August 2008