Magazine article Management Today

MT Masterclass: Product Placement

Magazine article Management Today

MT Masterclass: Product Placement

Article excerpt

What is it? What on earth, you may ask - perhaps typing your thoughts out on an iPhone or a BlackBerry or a Toshiba laptop - is product placement all about? But by now you'll have worked it out, since we're all increasingly familiar with the stealthy (and sometimes more blatant) ways of the marketing people. We know about advertising: those blunt 30-second messages or outdoor hoardings that make a direct play for our attention. Product placement is a bit sneakier, putting consumer durables in our line of sight without signalling that advertising is the main goal - or that the placement has been paid for.

Where did it come from? In the 1940s, US 'soap operas' - those melodramatic sagas filled with tragedy and romance - entertained millions, while nudging viewers in the direction of detergent made by Procter & Gamble or Unilever. Ever since, FMCG companies have sought to get their products onto your screen. …

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