One of the many benefit in administering PP is that this innovative marketing mix
provides high exposure that significantly boost the essence and cost metrics of a
promoted brand, product towards its target market.
The basic type of product placement would be visual placement of Blackberry mobile
handhelds used by officials in Netflix’s American political drama/ thriller, ‘House of
Cards’ led by Kevin Spacey. This 2013 TV series became an acclaimed success amongst
the palate of professionals from generation X & Y. The implicit brand integration by
Blackberry Limited could be regarded as effectual as it serves positive narrative
congruence that goes well alongside the weighty theme of the series, which centers
around bureaucratic conflicts and administrative security around the White House
establishment.
The Whopper Meal by the Florida-based franchise’s can be easily identified as favorite
amongst many of its patrons, especially those who admit themselves to lounging at the
American fast food chain whilst in wait for flight departure at terminals. This captive
representation not only promoted the brand and the meal in standalone fashion, it
portrayed a habitual culture indulged by many airport passengers today.
Our new healthy soft drink could be integrated as a tie-in product cross-promoted in
delivery of a similar scene where characters are enjoying a fast-food burger over
conversation during office lunch. It is a complimented mix and would be excellently
received by our targeted demography.
Ethical Issue & Legal Apathy
Product placement remains a controversial tactic to both marketers and the public’s
perception when assigned obtrusively. In additional, the practice threatens the creative
control and value of cinema as artistic medium. It is argued by many that it could
possibly be the very destruction of cinema art as it often coincides with scripts and plot
authenticity.
Evident to this specific were the core dialogue in Peter Weir’s ‘The Truman Show’ which
starred Jim Carrey in that his character gets bewildered and eventually suffocated by
manipulative attempts of his townspeople whom are only interested in promoting bundles
of product whenever they superficially engage with his character rather than appearing
genuinely interested in the personal well being.
It embarks moral examination of how much is too much when consumerism enters the
lives of our society? Does intrusive invasion of product placement distaste audience?
How can we as marketers moderate a graceful practice of product placement across
media outlets?
Regulatory barrier however, should not be a great challenge for our firm granted that our
PP implement conforms to involved standards & guideline, is editorially justified and in
proper accordance to funneling process that reaches the right members of audience.