by krgt

Created on: June 29, 2009   Last Updated: July 10, 2009

When a commercial comes on many people take bathroom breaks or get up for a snack. Some people hit the mute button just to avoid the buzz of commercials. Advertisers aren't oblivious of this. They know that people sigh when their television show cuts to commercials right at the best part. They know people even turn the channel just to avoid commercials, so they came up with a better way to promote products without inconveniencing the viewers.

If you have seen products used in scenes of movies or television shows, you have seen product placement. The product isn't the focus, but it is in view. This allows advertisers to get their product airtime and they can get big celebrities shown to be seen using their products. Producers also use this as an advantage as well. Using everyday products in scenes makes them seem more realistic and natural unless the product becomes the focus rather than a stage prop.

There are usually two ways that product placement is put in motion. The most common way is when there is an exchange of the product for the airtime in the scenes. Usually this exchange is good for both the promoter and the producers because the promoter wants the airtime and the producer wants the realism in their scene. The other way product placement is put in motion is when money is exchanged to get the airtime. Some products really want to be in an upcoming movie rather than their competition, so they pay producers for their product to be used.

Many major products that use product placement are: Coke, Pepsi, McDonalds, Burger King, Apple products, Starbucks, car companies, and candy companies. Here is one of the memorable product placements in a movie where Reese's Pieces are used in E.T.- http://www.youtube.com/watch?v=PKYeBE8lTr4&feature=related M&M's and Mars passes on the offer to have their products used in the movie which now that we know that was a mistake because Reese's Pieces sales went up 65%(1).

Product placement is a great way to promote product without losing viewers like they do with commercials. The people who change the channel or run to the bathroom when commercials come on should appreciate this form of advertisements. Advertisers also get their moneys worth for their airtime, because more people will pay attention. If you pay attention when your watching television or a movie you will see that product placement is used more than you think.

Work Cited:

(1) http://www.businessweek.com/1998/25/b3583062.htm

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