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…

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

Product Placement The placement industry is approaching an estimated $1 billion a year The 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

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.

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.

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.

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