Category: Product Placement

Almost a decade ago, Brand Strategy ran a piece by Phil James lamenting the diminishing impact of traditional media buys in the wake of emerging new channels.

Ironically, “James Bond” served as his illustration of how “media-within-media” could be successfully leveraged, in his article titled, “How to sell sports sponsorship,” February 18, 2000.

Product placement is a media-within-media spend. James Bond driving a BMW gives more airtime — and exciting airtime at that — to the product than a conventional ad.

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In the United Kingdom, Mail Online writer Richard Simpson left little to the imagination in regard to his stance on product placement in entertainment media.

This, through a piece titled, “Product placement to be allowed on British television in lifeline to struggling broadcasters.”

In the U.S. the tactic is so blatant that brands can be as prominant as the stars themselves….

Critics … argue it will destroy the trust of viewers.

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