Product Placement on TV
Product placement is not quite as widespread in TV land as it is in the movies, but it is a rapidly growing industry. More commonly referred to as product integration in this medium, this process has to share its advertising space with traditional advertising, also known as the 30-second spot. Since the beginning of televised programming, advertisers have shelled out the big bucks to promote their products and brands. The 30-second spot has been the reigning champion for a very long time. Does that mean there can only be one winner in the television advertising arena? Not necessarily.
There’s a big difference between product integration and a standard 30-second advertising spot. Yes, both are a means to a similar end, but that doesn’t mean there’s only room for one of these vehicles on the advertising block. In fact, the current trend is a combination of the two. This trend can in large part be attributed to many of today’s reality-based television shows, which seem to be a perfect match for product integration. The very best example of this is the popular talent show “American Idol.” Not only are segments of each episode sandwiched between ads for Coca-Cola, AT&T Wireless, Old Navy and Ford, but some of these companies’ brands and products are evident (REALLY EVIDENT) in each episode. Here are some examples:
- Coca-Cola – Each of the three judges sits behind large red cups emblazoned with the Coca-Cola logo.
In the “elimination episodes,” contestants nervously await their turn in the Coca-Cola room, perched on a Coca-Cola sofa.
- AT&T Wireless – Host Ryan Seacrest mentions AT&T wireless each time a contestant finishes his/her song. Fans can submit their vote as a text message if, and only if, they have AT&T wireless.
In an article for the New York Times, Bill Carter writes:
Searching for ways to thwart any trend toward skipping commercials on programs recorded on personal video recorders like TiVo, the networks are increasingly integrating their sponsors and their products into the shows themselves, rather than limiting their presence to commercials. Ford Motor and Coca-Cola, for example, are two of the advertisers that have paid millions of dollars to have their logos prominently displayed during episodes of “American Idol.”
According to AdAge magazine, the phrase “millions of dollars” mentioned above actually refers to about $26 million per integration/sponsorship deal. Yes, that means that EACH of the companies — AT&T Wireless, Coca-Cola, and Ford — dished out 26 million dollars. These companies do get a lot of bang for their bucks, though. In fact, after visiting the “American Idol” Web site, it makes you wonder if the product placement there is included in that bill. Now, you may be wondering “product placement on a Web site?” “Isn’t that just an ad?” Well, no, not exactly. There are actual sections of the Web site that integrate the brand or sponsor’s name entirely:
- Coca-Cola Behind the Scenes
- AT&T Wireless
- Old Navy Fun and Games Section
- Herbal Essences Music Section
BACK TO BASICS
Radio and television dramas known as soap operas acquired their moniker from the products advertised during their shows. In addition to the standard 30-second spots — and now a word from our sponsor — the products were often integrated into the story line.
One of today’s most popular soap operas, “All My Children,” recently managed to revisit its advertising roots. But, instead of soap, the folks at AMC opted for cosmetics. In a story-line that spanned several months, famous cosmetics company Revlon was front and center in Pine Valley’s plotline.
Shared from: http://money.howstuffworks.com
It’s a common misconception that TV advertising is only for the big guns. In fact TV advertising is an affordable option and more suited to smaller businesses than you think!
Advantage: Strong Impact
Television advertising uses audio and visual effects to create a lasting impact. Marketers interact color, sound, sight, drama and motion to ensure that their message is strong and persuasive. Additional tactics and props, such as attractive models, elaborate sets, enchanting graphics and audio-visual effects further enhance impact.
TV Ads have multi-sensory appeal! And so you can’t miss!
There are literally hundreds of SME’s that started out with only a relatively small 10k budget for TV advertising, that have now grown considerably over time to now be spending two, three, even four times that amount every month. These businesses are no different than you except TV has given them the perception of size and market credibility whilst more importantly exposing their brand to hundreds of thousands of potential customers with every ad.
What can Advertising on TV do for your company?
TV is a powerful advertising medium as it combines two main senses – sight and sound, to create an emotive response. A good ad will deliver a clear message that will engage those senses, when you add a great product or service to the mix you have a winning combination and a very effective sales tool.
The benefits of TV Advertising
The common perception of even the watching viewer is that TV Advertising is expensive and so will associate your brand as a Big Brand!
Considered a form of mass media, TV ads work well to attract attention, generate awareness and establish preference for products and services, which will grow your business exponentially.
Television advertising or product placement has the ability to show a product, demonstrate its use and the benefits of ownership or consumption. Well-executed TV product placements can persuade families to make instant decisions about purchasing products.
TV advertising is crucial to long-term profit
- TV advertising remains the most effective way to build a brand and creates larger business effects than other forms of advertising.
- TV advertising is becoming more effective due to growing synergies with online and increased competition reducing the cost of reaching mass audiences with TV.
- Including TV advertising in a campaign increases the campaign’s efficiency six-fold.
Reaching a mass audience is most effective strategy
- Tight audience targeting, whilst desirable for activation, does not help long-term success.
- Brands which target the whole market achieve 3 times as many large business effects than those that focus on existing customers.
- Attempting to build deep, loyal relationships with existing customers is less effective than investing in advertising that reaches as wide an audience as possible. Ad campaigns which target new customers report 60% more large sales effects in the first six months alone.
Creativity, emotion and scale are crucial
- Emotional advertising is twice as efficient as rational, and delivers twice the profit.
- Highly creative advertising is the most effective of all, but even the best creative work will fail if it does not have sufficient scale and is not evaluated over the longer term.
Balance activation and long-term brand building for greater profit
- Advertisers need to ensure their campaigns strike the right balance between long-term investment in brand-building using mass media, and short-term, direct methods that stimulate sales.
- Long-term (3+ years) investment in advertising delivers double the profit of a short-term approach (less than 1 year), but investing in both delivers even higher returns
- The largest part of an advertising budget should be invested in media with a mass reach and long-term effects. At least 60% should be invested in these brand-building media
Halal increasing becoming popular globally even with people of non Islamic faith, Identifying Halal as the New World Industry with limitless business potential, Tiara TV – the world’s first Halal Lifestyle Channel is all set to sail on the lucrative sea of the Halal Economy.
With global Halal products & services trade value worth USD 2.3 trillion, Tiara TV is well placed to take advantage of this big surge.
Tiara TV will have specially designed entertaining programmes with product placements – all of which products will be sold through it’s companion website – www.tiaratv.com.
In an increasingly polarized and fragmented digital age, the right platform with targeted reach being of paramount importance, Tiara TV scores by being part of the bouquet of the strongest brand in the Asian Subcontinent – Astro. Before it starts it’s 24 hour service, Tiara TV will be beamed on Astro Oasis through a 2 hour belt – 1400 – 1500 hrs in the afternoon and 2300 – 0000 in the late evening slot.
With the first and only Halal brand on this satellite platform and having a majority subscription of the country and ASTRO’s aggressive branding and penetration in other markets, Tiara TV is poised to give the Halal Branding a make-over of the kind not experienced in recent times.
The uniqueness of Tiara TV is that it marries entertaining content with vital information about the products by way of product placements and advertisements. The Impulse to buy generated by the program is converted into immediate sales by offering special discounts when purchased during the show on http://www.tiaratv.com.
Existing TV channels advertise only during commercial breaks, while Tiara TV does product placement inside its programs and so cannot be missed. Viewer stick-ability is ensured by discount offers. Tiara TV offers a whole new entertaining home shopping experience to the consumer.
Exploring the various medias of print, hoardings, internet, multi-country fairs/exhibitions, etc Tiara TV combines all these strategies into an integrated whole empowering both consumers and the producers alike providing them with an interactive platform.
Starting off in south East Asia, Tiara TV’s footprints will be visible throughout the world promoting Halal as a mainstream concept. What only the faithful few of the mosques were privy to, will now be shared and broadcast to the entire world. Entertaining dramas, telemovies, Life style shows, infotaining documentaries, Martha Stewart like host shows hosted by our very own Malaysian Diva, profiling high achievers, cookery shows, exotic travel & leisure, tabulating statistical growth of the halal segment, Tiara TV will reach out even beyond the Muslim community and promote Halal as an aspect of Ethical Consumerism and Lifestyle.
Forging ahead, conquering new vistas through broadening of the distribution chain, Tiara TV leads the world into globalization of the word HALAL thereby exponentially growing the Halal Economy and making Malaysia the Global Halal Hub which is in tune with its principal ally, HDC’s mission.
Tiara TV indeed is your window to Your very own Halal World!
Tiara TV is the World’s First Halal Lifestyle Channel !
- Monday to Friday: 1400 – 1500 hours & 2300 – 2400 hours on Astro Oasis
- Two Repeats Daily – One during day and another at night
- TIARA TV’s program genre is a mix of Travel and Living, Asian Food Channel, Diva and Life Inspired.
- The core programming promotes Malaysia in all it multi splendor glory – a great tourist destination, business friendly, entrepreneur oriented, modern fast growing economy, a melting pot of multi cultural society, entertains through its avant-garde dramas, telemovies, talk shows, reality shows, cooking, fashion, finance, etc.
- This Lifestyle Channel showcases ways to live and lead a healthier lifestyle … in a HALAL way!
- HDC’s 5,000 halal certified companies, as also 800 active MNCs and PLCs
- TIARA TV will enhance business opportunities by providing an effective branding platform
- It will open doors to SMEs which otherwise were locked by multinationals as perfect entry point to ASEAN and the global Muslim market
- It will be a potential bridge to emerging markets for SMEs for Global product recognition
- It will contribute significantly to the Malaysian economy and create a whole new eco-system for the Halal Industry
- It will help realize HDC’s vision of making Malaysia the Global Halal Hub