The Merge of Advertisement and Entertainment
Apr 3rd, 2012 by Tsz Wai Jenny Ng
Most organization uses advertisement to promote themselves or their products. Alana has pointed out a useful way of advertisement which is product placement on her blog. I definitely agree with her that putting products into a well-known movie such as Sex and the City has significant positive impact on the sales of the product. The margining of advertising and entertainment has begun very common these days. Consumers could easily recognize products while watching a movie, reading a comic book, and etc. Organizations understand that just having actors holding on their product in a particular scene of a movie could immediately create awareness among the consumers. That product could be stuck into consumers’ mind during the movie.
When you are watching the American Idol, what do you notice that is always on the table of the judges? The cup of Coca Cola! This is another example of product placement in entertainment. Coca Cola takes advantage of the fact that many consumers watch that TV show. By putting a cup of Coca Cola on the judges table, the chance of consumers noticing the cup could be as high as 99% because every time the camera is focus on the judges, that cup would be shown on TV. In this particular case, Coca Cola uses an effective advertising strategy with a clear advertising message and the right advertising media. The company is able to deliver the message of “the judges drink Coca Cola, you should drink it too!” clearly just by putting the cups there. By choosing a TV show as the media, that cup will not only been seen on TV during show time, it could also been seen on Youtube where viewers would upload the episode online. It will definitely not surprise me if the effect of using product placement strategy would be higher than having an ad on newspaper.
The Coca Cola cup on American Idol