Product Placement on Television. Commercial Alert’s Request to the FTC and FCC for Guidelines to Require Disclosure of TV Product Placement.
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“a presence woven into the plotline—often across multiple episodes—accompanied at the very least by a supporting medial buy and, at best, by an integrated marketing and public relations campaign replete with a sweepstakes overlay and other consumer touchpoints”
“Successful product placements are more effective than ads at generating recall, promoting brand awareness and ultimately, increasing sales at a fraction of the cost of traditional advertising.”
“When somebody is jumping up and down because they have a beer as a reward, and they make it seem like it’s the greatest liquid they ever drank in their lives and they’re real people—that probably is more effective than having some model saying ‘Hey, drink Budweiser.’ It can be very effective.”
“Investigate current TV advertising practices regarding product placement and other embedded ads, and take the steps necessary to restore some honesty and fair dealing to the presentation of these ads, by requiring concurrent disclosure that the ads are, in fact, ads.”
“Product placements should be identified when they occur. This should be in addition to disclosure at the outset of a program. Disclosure should be large enough, and kept on the screen long enough, so that it can be read and understood.”