does product placement work?

3 brands and 3 surprises Product placement came onto the scene in the 1930’s with the placement of White Owl Cigars, received a lift in the 1980’s with Tom Hanks wearing Ray Ban sunglasses in a number of movies and has continues to grow – particularly in movies and on television ever since. In movies […]

3 brands and 3 surprises Product placement came onto the scene in the 1930’s with the placement of White Owl Cigars, received a lift in the 1980’s with Tom Hanks wearing Ray Ban sunglasses in a number of movies and has continues to grow – particularly in movies and on television ever since. In movies and television today product placement can be used to cover 15% of production costs and for movies advertisers can may as much as $100 million. The question is – does it work? A number of studies have examined this issue. Among them was a study by Martin Lindstrom in the early 2000s. This study looked at a series of the programme American Idol in which there were three principal advertisers: Ford Coke Cingular Wireless. Ford placed advertising without product placement while Coke and Cingular Wireless both advertised and engaged in product placement. There were of…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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