Product Placement Could Help Boost Brand
As we enter the opening months of 2008, many CE retailers and manufacturers are taking a hard look at their product promotion budgets. A larger part of that budget is being aimed at product placement on movies and television programs, something that in the past had been too difficult or expensive for all but the tier-one bands.
But the broad product range needed by the movie and television industries has lured retailers such as Macy’s and manufacturers such as Plantronics with premium product placements in prominent films such as “Mission Impossible” and TV series such as “America’s Next Superhero.”
What CE retailers and manufacturers are beginning to find is that a “starring role” within the movies actually supports not only their image but also their advertising expenditures in print—particularly magazines. Ironically, rather than undercutting an advertising budget, product placements actually enhance brand image and reinforce the message contained in their print, Internet and television advertising campaigns. Of particular importance to retailers such as ToysRUs is that added advantage of appearing in the most current productions. Even consumers have shown a measurable preference and product awareness that has begun influencing the CE marketplace.