Promoting Products April 30, 2007Posted by Stephanie in advertising, brand, Consumers.
The effort companies go through to advertise in both subtle and obvious ways on television is remarkable. Characters in movies and television shows are often depicted with very specific brands of beverages, clothes and other products. Products are strategically placed in the background of scenes, carefully positioned to subconsciously attract a viewer’s attention. Another strategy is through the endorsements of talk show hosts. Oprah has her “Favorite Things” episode about once a year which hopefully stemmed from her actual favorite finds. Now however, hosts like Oprah and Martha Stewart look to make some extra money (as if either needed it) by promoting products on their shows.
30-second spot on The Martha Stewart Show = $10,000
One-time in-show oral mention with product close-up = $100,000
Two-minute-plus branded segment, with two or three talking points = $250,000 +
(Data: Martha Stewart Living Omnimedia Inc., BusinessWeek)
In some cases Martha has never even used the product herself and yet she boosts of how phenomenal it is. Even worse, in the case of the Scotch-Brite toilet scrubber segment, Martha doesn’t even like the fact that the product is used once and then wastefully thrown away. This reminds me of hair product commercials featuring celebrities. Do any of those women actually dye their hair from a box? I highly doubt so.
Is this the same as false advertising? It seems quite deceitful. Yet thousand, maybe millions of viewers take the advice of the “Queen of the Product Pitch.” On whose recommendation would you purchase a new product? Do they have to be an “expert” in their field? Is a simple commercial not enough anymore?