Does product placement work? August 1, 2007
Posted by Mustaque Ahmed in Regular Discussions.trackback
Many advertsiers would like to know the answers to the following questions: Does product placements work? If so, why? If not, why not? If a person sees a movie character sipping Starbucks coffee, will s/he go out and get one? If they see a Survivor contestant gulping down Mountain Dew, will they be inclined to do the same?
Here are some reasons why product placement works:-
1. You can’t veto it out: because it’s part of the actual entertainment
2. It’s not interruptive: viewers aren’t annoyed because their favourite T.V programs are not interrupted and they do not have to wait to go back to what they really wanna watch- the TV show or movie
3. It’s almost like a celebrity endorsement: the viewers think that if theese famous people are using it, then they must like it and it must be good
4.The message is subliminal so the filters in our brain that normally weeds out advertising messages don’t step in to block the message. It seeps into our subconscious
Here are some reasons why product placement doesn’t work:-
1. Consumers are not stupid: they know that these brands are paying big bucks to have their products “placed” into the entertainment. They are skeptical and do not buy whatever message the advertiser is trying to get across
2. Consumers feel manipulated: They think that this type of “advertising”is sleazy because it’s not honest. At least in a commercial, the advertiser admits that it’s an ad. However, with product placement, the consumers feel that the advertisre is trying to “put one over” on the consumer.
3. Diminishing ROI: product placement costs are skyrocketing and it’s extremely difficult to measure the effect. So, many advertsiers are thinking whether it’s worth it or not
So, whether product placement works or not, or whether it’s ethical or not is still debatable. What do you guys think?
Product placement works. No doubt. If it does not work it is not for the placement it is for the the way you are placing. Creative placement must bring result. Ok there is no best single method for advertising. You can even fail 30 sec commercial in prime time.I do not think people love to see Mahfuz / Zahid Hassan dancing with Tarin with a soft drink. Rather it would have been more attarcting if Riaz is drinking soft drink with Purnima and kissing each other in movie like Moner Majhe Tumi. Go for creativity and arose the inner seductive feelings and make product relevance – this will slowly poison in the brain. Most important things is message transmisson must last long. As good story you may never forget. People did not forget Devdas, charecter like Baker Bhai, Ai Sob Din Ratri but they forgot Mala Sari, Mycil Talcom Powder. You read Devdas only once but you can not forget the charecter of Devdas but you may saw many ad of Mala Sari but when it is not in air you will forget one day.I think creative product placement work.