Product Placement is HOOOGE

DONALD TRUMP: (reading off cue cards)
“The product placement industry is Hooooge. It’s an $8 bajillion dollar a year industry. And I should know. People pay plenty to have their products placed on my show “The Apprentice” which is the #1 show of all time…beating out all Super Bowls and the series finale of M*A*S*H. “

Not quite.

AdJab alerts us to a MediaPost story about the falling value of the product integration placements in “The Apprentice”. The price is down to between $1 and 1.5 million from a high of $3 million.

Product placement can either be a fabulous success or a very dangerous marketing move. It depends on how well you can integrate and control your product’s image in the entertainment.

Take the example of “The Apprentice”….
–Expect one of the teams to totally decimate the product’s brand image during the course of the show.
–Company executives who are featured as a part of the product’s integration come off as either unexciting or wierd.
–It’s a craps shoot. The episode that your product is featured could come during and very exciting point in the season…or it could be a dog. And there’s no way to know when you place the buy.

Product placement inside of entertainment vehicles is where alot of ad dollars have moved. I also think we can expect more money to be spent on advertainment in the future. But in order for it to be successful, we’ll have to get over product placement’s big problem. There’s currently a certain feeling of fakeness with the placement. The ad is not being inserted into the entertainment. The entertainment is being created AROUND the ad. Consumers pick up on this both on a conscience and sub-conscience level. The worst offenders are “The Apprentice” and “Extreme Makeover: Home Edition” (a.k.a – “Ty’s weekly trip to Sears”)

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Chris Houchens is a marketing raconteur & writer. Connect with him on Twitter or Facebook.

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