First off, TV and radio are FAR more effective than product placement and used much more by advertisers annually. That is a FACT. Second, saying Arbitron is bogus (a ratings currency that almost every major US advertiser subscribes to and buys off of tells me one of two things), you're uneducated in regards to advertising or you're full of shit. Arbitron has been around forever and 100 times the amount of major advertisers and companies buy and subscribe to it than you see investing in pp. Arbitron is bogus. HA!? Tell that to EVERY major ad agency in the US + abroad.
In regards to BMW, you must have missed the hundreds of millions they have sunk into radio and TV advertising over the last two decades.
Advertsing 101 = frequency leads to sales and staying top of mind during all stages of the buying cycle.
I know most of what you typed is bullshit, because I own an agency, and I've done pp placement for clients before. It works for brands that are established in the consumers minds, or as part of a media mix. Anyone who knows anything about media knows that you don't sink your cash into one vehicle anyway.
Ps: There is a difference between simple pp and featuring products in movies for huge stretches of the film such as the mini coopers in the Italian job. Btw, your typical mini cooper consumer is not the person who went to see that film. Also, why has Mini spent far more on TV and Radio since the Italian job if PP was the end all be all?
Wow I am being battled by someone who knows nothing about PP. I love it. I have been in marketing and been involved with purchasing radio time, casted in commercials, buy mag ads and just about everything else since 1985. I have worked with radio stations with either promotions I have done in their area, buying ad time or interviewed live. Maybe my statement on the Arbitron was a little harsh but radio advertising has dropped dramatically over the past 10 years and that is a fact. And you know how many times a person who is trying to sell me ad time on their station has told me the Arbitron numbers are bogus. If you have a large stsation backed by a large corporation they can buy Arbitron numbers and those numbers can be used to inflate their ad costs.
I just looked and you said you own your own agency and you state you have done product placement and it works only for brands that are established. Wow, I hope you don't represent to many companies with that kind of mindset. Like I said how many people knew about Z3 before the $20 million BMW spent with Goldeneye. That is a fact. How people knew about Reece's Piece's before E.T. (oh and the established company like you said passed on it). My example of Red Stripe Beer is another fact that disgards your thoughts on only big companies use PP successfully. So your theory or thoughts about PP working for only established companies has been thrown out the door cause their are hundreds of these cases, most not as big but still huge success stories.
You think PP is not worth the money. Lets take this example (but there are many many more). Remember when Oprah gave away all those Pontiac's on her Christmas show. How much you think Pontiac paid for that? Well just to let you know they didn't pay Oprah shit. They gave her every car for absolutely FREE. In return, Pontiac received about 4 minutes of total airtime. Convert that to media value, it comes to about $5.8 million. So for 200 cars for free they received that much return in ad value. So the immediate return was at least double the investment. Not bad PP.
Wow never had to put a guy who owns his own ad agency in his place. Let me tell you something. I have met with huge corporate executives about marketing and advertising because they wanted my input. I go into a meeting with 6 of the highest rank people with Coco-cola because I was appointed part of a marketing committee for the first Hydrofest in Hawaii. I went into this meeting with everyone wearing fancy clothes and I am in shorts and a t-shirt. But, see people don't want me for how I dress they want me because I know what I am talking about and I know how to get things done. Long story short, I convinced the committee on how to save about $35,000 in ad money and save Coca-Cola from having to purchase ad time. That took about an hour. I go into another meeting at Dole Cannery to meet with the VP and his internal marketing group. Again, in shorts. I am introduced and I begin to talk. I have every single person in this room writing every word I say and by the end of the meeting we have our strategy set. Funny thing is when I first go to these meetings I sometimes explain myself to everyone. Most of the time the person who introduces me has already pumped everyone up about me. But, I always tell everyone my background. First thing I say is I never went to college and I barely graduated from high school.
Anyway I am doing about ten things right now and am losing track. In short, you own your own agency good for you. you don;t think PP is a good thing, well get educated cause every year for the past 10 years the dollars spent on PP has increased. You know what's neat is for a me I like it when someone see my coffee package and says hey I saw that on Two and a Half Men the other night. And that is just the beginning. So go ahead and keep overcharging your clients for your services. Cause if I was a dick I knew who they were I could offer them alot more "impressions" for less money and get there brand name known. Another familar success story in Gold's Gym. Gold's Gym used PP extensively in the 80's and 90's. They directly attribute alot of their branded success to the PP they participated in. By the way they estimated they recieved approx. $16 million in comparable media value from PP. Must have helped them cause they had their products in over 13,000 retail outlets in 40 countries. So PP most work a little don't you agree
