This idea is contributed by Rizwana Tasneem
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 these 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.