What is Product Placement in television? What are the positive and negative sides of the in-serial product placement.

Product Placement basically refers to endorsing or placing a Brand through Place (Theater ), videos, games, music videos, movies or television serials for promotion
Scripts are written in such a way that when one showcases the desired brand, it will look natural. It is done by way of making special mention in the programs, placement of logo or may be a shot of that particular brand.

It's not a recent phenomenon, cinema has exploited it well before it made a foray into our living rooms. Movies have been used as the most popular platform for product placement. Brands like ICICI, Yamaha, Pepsi, Lays have been using movies in order to showcase there brands.<br><br>Post edited by: sunny, at: 2008/08/31 03:48

As the small screen is getting bigger by the day, tele-serials have become the first choice of the market for in-program placement. They find televisions to be a more economical as well as medium for effectively reaching out to target group, as compares to other alternatives.

How Product Placement Works

In product placement, the marketer pays to the agency that decides and places specific brands strategically in films/ TV shows. It is the job of agency to maintain tie-ups with prop suppliers/ vendors and also with the set designer. (here agency acts as a intermediary between the marketer and the production house). Suppliers get in touch with the production houses, which also looks for props and some money as revenue. Subsequently, they review the script and make necessary changes to place the brand appropriately to look like a natural phenomenon in the story. With the collaboration of the placement agency and the production house, brands are exposed to the target audience.

rajat wrote:

QUOTE:
How Product Placement Works

In product placement, the marketer pays to the agency that decides and places specific brands strategically in films/ TV shows. It is the job of agency to maintain tie-ups with prop suppliers/ vendors and also with the set designer. (here agency acts as a intermediary between the marketer and the production house). Suppliers get in touch with the production houses, which also looks for props and some money as revenue. Subsequently, they review the script and make necessary changes to place the brand appropriately to look like a natural phenomenon in the story. With the collaboration of the placement agency and the production house, brands are exposed to the target audience.

Find attached slide and image of product placement process ....

Selection of appropriate target audience for product placement can also be done by keeping the brand profile in mind. For example, television serials would be the right medium for branded jewelry or any other cosmetic brand since most of the television serials / series are women oriented and mainly watched by females... and trust me .. they stick to the TV like something...

Placement of brand should be done in such a way that the TA can identify itself with the brand. This can be achieved by an in-depth analysis of TA behavior and their living style. Therefore, it is very important that the marketer should not pick the wrong receiver, otherwise the result could be fatal.