Never!!! Why would you want to cut back on one of the most effective (cost, impressions, ROI) advertising mediums available? Do I sound like someone at a product placement agency?!
OK, time to get serious. The answer to the question is different for every brand. It really depends on your overall branding and promotion initiatives. If product placement and brand integration is a key marketing initiative for your company, your strategic plan will determine the level of activity. Let's say you decide that your primary focus will be Primetime television productions. Since the majority of those programs are filmed between July and March each year, you can plan accordingly. If you want to throw a few "tent pole" blockbuster movie productions in the mix along with cross promotion efforts, most of the major studios have long terms plans in place so you can lock in a few deals-sometimes 18+ months in advance.
But when is it too much? I read recently that McDonald's spent over 870 million on measured media advertising in 2010. Overkill? Absolutely not! As long as your placements are not over the top and blatant, continue to utilize entertainment marketing to build and protect your brand.
OK, time to get serious. The answer to the question is different for every brand. It really depends on your overall branding and promotion initiatives. If product placement and brand integration is a key marketing initiative for your company, your strategic plan will determine the level of activity. Let's say you decide that your primary focus will be Primetime television productions. Since the majority of those programs are filmed between July and March each year, you can plan accordingly. If you want to throw a few "tent pole" blockbuster movie productions in the mix along with cross promotion efforts, most of the major studios have long terms plans in place so you can lock in a few deals-sometimes 18+ months in advance.
But when is it too much? I read recently that McDonald's spent over 870 million on measured media advertising in 2010. Overkill? Absolutely not! As long as your placements are not over the top and blatant, continue to utilize entertainment marketing to build and protect your brand.
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