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brandcameo

Study Finds TV Product Placement Travels Well, Creates Halo Effect

Posted by Abe Sauer on December 13, 2011 12:01 PM

Years ago, John Barnard says, a senior Anheuser-Busch executive told him the brand was puzzled that, even though they were not yet in East Asian markets, Budweiser had a high level of brand awareness in the region.

Barnard says that "eventually they tracked it down to the Bud product placements in Hollywood movies… even though Budweiser was not available in those markets, viewers were absorbing the imagery and brand values, and were ready to embrace the brand when it was launched in their market."

A new study by NMG Product Placement, the UK agency Barnard chairs, indicates that product-placed brands may be receiving significant added value in foreign markets where programming is being exported.Continue reading...

brandcameo

UK Product Placement Study Finds Lack of Education By Broadcasters

Posted by Abe Sauer on September 30, 2011 11:07 AM

A rather fascinating case study on product placement in the U.K. suggests that the recent relaxation of rules on the marketing practice may not be creating the free-for-all many critics feared.

NMG Product Placement, which has been measuring the practice since 1987, looked at the new Sky sitcom Trollied, which is set in a fictional Valco (hello Tesco!) supermarket — prime product placement territory. NMG found that, despite the producers' apparent efforts to secure paying placements, "no such deals were done, and in the event the entire set was dressed by free prop supply product placement."

So what does this suggest about "paid for" product placement's future on British TV?Continue reading...

social marketing

Can UK Really Curtail Brand-Happy Tweeting Celebs?

Posted by Abe Sauer on July 13, 2011 11:30 AM

Celebrities getting paid for tweeting brand mentions is nothing new in the US.

Last year we looked at sponsored tweets middleman Sponsored Tweets and its stable of ready-and-tweeting celebs. We found famous names such as NFL star Nick Mangold and Lindsey Lohan getting, respectively, $1,764.75 to $2,985.80 per tweet. Even Kim Kardashian was available for the right price.

Twitter, meanwhile, is opening the floodgates to brand marketers by ramping up "promoted tweets" next month — a move that will, according to All Things D, "give marketers a chance to place their message directly in front of users who follow particular brands, via ads that will show up when a user first logs on to Twitter.com."

But over in the UK, they're still struggling with product placement tweets from celebrities. Now, the ISBA, which represents British advertisers, is pondering producing a guide on celebrity Twitter endorsements for its members. But how enforceable could any rules possibly be?Continue reading...

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