Monday, March 1, 2010

Branded entertainment, product placement

Branded entertainment (or bran integrations) involves making the brand an inseparable part of some other form of entertainment. The most common form of branded entertainment is product placements - embedding brands and props within other programming (Kotler 365). Product placement advertising is widely used in the age of numerous challenges to getting the message to the consumer. Since people are being empowered by such devices as TiVo and internet, they are now able to avoid boring advertisements. In the modern age marketers try to implement better ways to call attention to their products.

Product placement in popular TV shows tends to solve the problem of viewers fast forwarding through the advertised messages. Here is an example of placement of two cereal brands: Frosted Flakes and Cocoa Puffs. Extremely popular TV show "Friends" feature these products in one of their episodes. One of the characters is eating the cereal and even quoting parts of the famous lines "Grrrreat" and "Coo coo". The viewer cannot dodge this cereal promotion unless they skip a chunk of the episode.

Although these promotional tactics prove to be very effective, overuse and blunt product placement can avert customers from these shows altogether. It can create negative feelings such as resentment if the marketers will "throw" messages in front of consumers eyes. Product placement must seem natural and non coercive, so the consumer can still enjoy their show without being disturbed by the promotional tricks of the advertisers.

Ekaterina Ogay
Section G


  1. This example on product placement is very accurate. The video is very funny, showing the different cereal boxes. -Vincent Nguyen

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  4. Branded product placements have a higher chance of working because targeted consumers see the products as a part of the entertainment they are already desirous to see. A brand management agency can help a company by suggesting where he can advertise his brand.

  5. Branded product placements which are backed by digital marketing company in India have a higher chance of working because the marketing efforts reach the target audience via their preferred digital medium.