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Product Placement Turns TV Programs into Commercials By: Beth Gillin

Product Placement Turns TV Programs into Commercials By: Beth Gillin. Cole Potter Pedro Navarro Pinya N. Media Alternatives. Mass Media Newspaper and Television Specific Market forms Radio, magazines, direct mail, internet Misc. Yellow Pages, outdoor, shopping guides….

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Product Placement Turns TV Programs into Commercials By: Beth Gillin

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  1. Product Placement Turns TV Programs into CommercialsBy: Beth Gillin Cole Potter Pedro Navarro Pinya N

  2. Media Alternatives • Mass Media • Newspaper and Television • Specific Market forms • Radio, magazines, direct mail, internet • Misc. • Yellow Pages, outdoor, shopping guides…

  3. Product Placement • Not new: been around since early television • Advertisers new way of showing their product to potential customers rather than regular commercials ads • Gives advertisers a way to counter ad skipping technology and channel surfing • A way for programmers to seek new revenue to meet rising production costs

  4. Product Placement • The placement industry is approaching an estimated $1 billion a year • Products are being integrated into the script. • Staples Mail Mate Shedder became part of the cast of NBC sitcom ‘The Office” • Different types of product placement: • Placed in the background • Written into the dialog • Someone using the product

  5. Product Placement • $175,000 for a half-minute ad - the average cost on ABC, NBC, CBS and Fox • WHEN: • digital video recorders were in an estimated 6.5 million homes. • WHERE: • More than two-thirds of DVR users skip some commercials, and more than three-quarters of that group skip most of them.

  6. Product Placement • “CSI: Miami” - $55,000 Hummers donated by GM, just to keep them in public eye. • Volkswagen spend $200 million over three to five years to place its cars in Universal movies and in TV shows and ads on NBC, Bravo, Sci Fi and USA.

  7. Product Placement • “"If you marry the right product to the right script, you won't turn off viewers," Harkness said. Ideally, they won't even notice what's going on.

  8. Bio • http://www.commondreams.org/headlines05/0124-02.htm • http://www.youtube.com/watch?v=la4HAl4W1ZQ

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