Product placement

Product placement is a public relations method. The main PR methods are product placement, celebrity endorsement and press/media releases. In product placement, a business pays for its product or logo to feature in films or television programmes. The product may be handled by a character or simply be visible in a scene. It is not a traditional advertisement: the audience sees the product being used within the story rather than being shown a separate advert.

Benefits

Product placement can build positive associations with large audiences. If a likeable character uses a product, or a brand appears naturally in a scene, viewers may link those good feelings with the brand. It can also give the impression that other people and enterprises use the product, which may make it seem popular or trusted. For example, a drinks company could arrange for its bottled juice to sit on a kitchen table in a popular drama series. Viewers see the juice in a normal setting and may think that other people drink it.

Limitations

Product placement can harm the brand if the placement feels fake or if the character or programme is disliked. If viewers think the product has been forced into the story, or if the character or programme is unpopular, the brand may be damaged rather than helped. Placing products in the best positions can also be very expensive. A prime spot in a popular programme may cost far more than a small business can afford, so it may not be realistic. A business must weigh up whether the audience and context fit, and whether it can afford the placement.