A Manifesto

As a requirement of our assignment, we are to write a summation of what we have learned for the past (10) weeks.
Unfortunately, I'm not sure if I can draw conclusions from only what I've written here in my blog- mostly because a majority was written in one night. Try to think of my lapse in homework duties more as a nostalgia for the days of college.
I will however tie in what I've written with articles I've read and did not comment on. When I first came to Ithaca, I was one of the second class of incoming Integrated Marketing Communications majors. At my orientation, there were three of us. I honestly had no idea what I was doing and I even questioned if the college hadn't brought me here for an illegitimate purpose.
In the past two years, I have not only developed a personal understanding of the meaning of integrated marketing, but a passion for it. The selection of classes I have been exposed to, though sometimes frustrating, have given me new perspective on what I want to do when I leave the school.

As you can probably see, my first post is about TiVo and is mostly opinion. There is no hard data involved and I would like to prove my theory with some numbers. In February 2005, TiVo Inc. announced that it had hit it's 3 million mark of cumulative subscribers. With almost 300 million Americans owning televisions, it's astounding to believe that anyone thinks it's a threat. The real threat to advertising effectiveness is clutter and the development of human immunity to ads. That's right- a human immunity to ads created after seeing millions in a lifetime.
We also talked about sports sponsorships- in the Olympics and in International Tennis. While Wimbledon touches on an important feature of advertising- globalization- I would like to focus on one of the original advertising geniuses of our time: Nascar.
Imagine, 50 drivers racing around a track at a sport that brings millions to watch both live and at home. Thats hundreds of sponsors- from major players like Budweiser to the local sponsors that are usually small, 6 x 3 inch stickers on the side of the car. This is a sports sponsors' dream that has been largely ignored by the greater advertising community.

Thirdly, I think it is important to question why some have stayed far away from the profitable trend of product placement. Product Placement is quickly becoming the only viable option of getting brands on television. Toys for example, must walk a very fine line. A few years ago, there were major lawsuits against toy companies for creating advertising that made their products appear lifelike and gave them powers they didn't actually have. Using product placement too heavily could lead to more misunderstandings among children about what their favorite toy can actually do. The Childrens Advertising Review Unit (CARU) was set up to keep tabs and take complaints about unethical advertising.

Spending the past two years reading and learning about these issues has caused me to create a new belief about my major. I am studying marketing in an effort to make it more creative, more effective, and ethical.

Product Placement is HUGE! -except for toys...

Interestingly enough the industry which has gotten the most flack for absurd childrens marketing, the toy industry, has largely been left out of the product placement phenomenon.

According to Nielsen Product Placement, there were 69 occurences of toy product placement from September to March 12th of that year. In comparison, as I mentioned earlier- Apple had over 250 in one 4 month period.

Sara Rosales, Mattel's VP of communications offers an explanation. "There aren't that many shows focused on families. You can't place a product where it doesn't belong".

Another reason mentioned in the article calls upon the ethical dilemma in marketing in such a way to impressionable children. It's possible that companies are gun shy after being targeted so harshly in the past two decades for their tactics.

In Product Placement Game, Toys Largely on the Sidelines- Jim Edwards- Brandweek- Apr. 3rd, 2006.

Cape Cod meet Wimbledon

The sports equivalent of product placement is often termed a sponsorship. A few weeks ago, Polo Ralph Lauren signed a contract to design a set of court clothes for officials, ball boys and girls, as well as linesmen at the British tennis tournament.

This is the first time in 129 years that there has been designer clothes created for the ball handlers and frankly, it leaves a few wondering why such a quintessentially American designer was chosen.

As the official outfitter for Wimbledon, Polo is also releasing a limited edition line in its stores entitled The Polo Ralph Lauren Wimbledon Collection. The clothing designer is to be the outfitter for all future Wimbledon events through 2010.

Pontifical Product Placement

Apparently, the Pope Benedict XVI likes his nice things. And advertisers are eating it up.

Whatever he's wearing, be it shiny shoes or designer sunglasses- marketers feel that being seen with the Pope scored more points than Britney Spears. Of course, it's not really possible to sign million dollar contracts with the leader of the Roman Catholic Church, so companies are playing it cool- sending samples of their product. Should it end up on CNN, all the better.

The Wall Street Journal wrote an article which inspired the above blog post, stating a few more items from the holy closet. The Pope has been seen wearing Serengeti-branded sunglasses, red loafers from Prada, and an Ipod Nano engraved with "To His Holiness, Benedict XVI". The pope is unable to solicit donations and brands are exceedingly careful in their attempts to benefit from his fashion choices- it could appear opportunistic.

And again- the more important question: What kind of music is on his ipod?

Not Just for Texting Anymore

In an industry thats constantly looking for the next big thing, a small but influential group of insiders are demanding that the next wave of product placement is already in the hands of millions of people as we speak.

Cell Phones. Ipods.

They're everywhere and are being used for more purposes. I personally cannot live without my calender and alarm features without which- I would never go to meetings.

These two pieces of equipment are already becoming more advanced, including video and picture capabilities. It isn't inconceivable that eventually Apple will begin to attach product placement specially to their downloadable shows. Advertising is also making its way to Cell Phones and will be aided by the new trend of downloading ringtones.

Another bonus for marketers- because mobile technology is unknown at this point- chances are the price to advertise on phones and ipods will be cheaper than the standard 4 million buy on The Apprentice.

Apple Rejects Notion that They Pay for Placement

5% of computers in America are Apple brand.

Someone from a foreign country would probably put that percentage much higher if they got their information from watching Hollywood. It seems that Apple is featured as product placement at a much higher frequency than exists in real life. 24, Sex and the City, The Office, CSI, CSI:NY, and Las Vegas all featured Apple brand products in their shows. A recent Nielsen Media Research report found that Apple was used an astronmical 25o times in the past four months on prime time television.

The only discrepency in all this? That Apple denies paying for placement. According to insider Tim Bajarin at Creative Strategies, Apple was one of the first technology firms using paid product placement and hired a firm to find opportunities for them. Apples usually create notions that the characters using them are creative. In some shows, there are different brands used for the good and the bad guys.

The fact is, Apple is becoming more linked to Hollywood since owner Steve Jobs joined the board of the Walt Disney Corp. and iTunes began featuring ABC shows. The real question is: How far can one push the envelope into advertising before it becomes advertising?

Product Placement is invading the Earth! Or maybe just Comic Books

With the recent surge in popularity of comics, it comes as little surprise that companies are becoming more interesting in advertising with them. In the past few years, several comic books have had movies produced to blockbuster results. The Hulk, Spiderman, and X-men are three examples, the latter releasing its third film this memorial day.
Comic Books are expanding their market, shifting focus from children to teen males. With this shift comes an increase in disposible income and a way to reach them. According to the article, DC and Marvel comics have signed partnership deals that will lead to certain brands featured prominently in their stories. For example, Dc is creating a new hero named "The Rush" who will exclusively drive Pontiac cars. Marvel is set to feature the Nike logo throughout their comics. These placement deals also include print ad buys in the comics.