"Product placement gives us a bigger budget, bigger budget, bigger explosions," Robert Rodriguez points out to Kobe Bryant in his new Black Mamba Nike short film. Product placement is also referenced in recent Jack in the Box and Budweiser commercials. Fun stuff, but does product placement really play a role in commercial spots?
The answer is a resounding yes! Now hold on, don't get too excited. Although :30sec and :60sec ad spots sometimes include product placement, it is not to the extent of the deals that are made for film and television properties. Usually these deals are "in-kind" and are bigger ticket items such as cars, jets, computer equipment and consumer electronics (also, since they are secondary products they are not featured). Wardrobe is another category that although can be easily purchased, stylists with good brand relationships will secure complimentary apparel. Think about it, if a commercial is going to appear during the broadcast of Desperate Housewives, providing product in exchange for millions of impressions is not such a bad deal.
So what do you think, is product placement in commercials taking it a step too far?!
The answer is a resounding yes! Now hold on, don't get too excited. Although :30sec and :60sec ad spots sometimes include product placement, it is not to the extent of the deals that are made for film and television properties. Usually these deals are "in-kind" and are bigger ticket items such as cars, jets, computer equipment and consumer electronics (also, since they are secondary products they are not featured). Wardrobe is another category that although can be easily purchased, stylists with good brand relationships will secure complimentary apparel. Think about it, if a commercial is going to appear during the broadcast of Desperate Housewives, providing product in exchange for millions of impressions is not such a bad deal.
So what do you think, is product placement in commercials taking it a step too far?!
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