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Promoting Products April 30, 2007

Posted by Stephanie in advertising, brand, Consumers.
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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?

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Comments»

1. Lady - May 1, 2007

Wow, this is the type of blog that consumers DON’T want to read about! Sometimes we as consumers know for a fact that the only reason we decided to buy a product was because of the person who was endorsing it. In my opinion, I believe that it is false advertisement for celebrities to endorse a product that they don’t necessary use or value themselves. It is not as serious when it’s a Sprite commercial. However, it is serious when it comes to hair color or Pro-Active. These products could have a negative effect on the consumer, or might not yield the results that the “trustworthy” celebrity bragged about. I believe that this shouldn’t be allowed. Is there any way that this process could ever be regulated? Or will consumers always be vulnerable to giving into this false advertising?

2. wilson7 - May 1, 2007

I agree with Lady several individuals only buy a certain product because of the celebrity who is endorsing that product. I think you can see this the most when u are going to buy sneakers there isn’t anybody who wants to buy the new Manute Bols but everybody will put the new Jordans on their feet. I feel as though you should buy something because you like it or because you know that the product works not because of who is on the cover of the product.

3. collage9 - May 3, 2007

I definitely think people are more inclined to buy a product when it is endorsed by a celebrity, especially one they like. People have to realize that they are in the advertisements for the money, not necessarily because they like and support the product. However, I don’t think this can really be considered false advertising. If a company wants to pay a celebrity to endorse their product, whether they use it or not, I think they have every right to do so. I’m not saying that this is right, but I don’t think it could be considered illegal. People have to know they can’t trust everything celebrities say on TV and in commercials.

4. Janine - May 4, 2007

No I do not think that commercials are enough anymore. I mean, think about it, what happens when commercials come on when you are watching your favorite show? You go get something from another room, call a friend, or run to the bathroom. So, how much do you really pay attention to the commmercials that air? I am guessing not too much.

With this in mind, I think it is important for companies to figure out new ways to advertise their products. Yes, we are all being manipulated and beguiled and brainwashed into buying certain items. Oprah says it is great, then what the hell, it must be good. The woman is one of the most powerful and wealthy women, and if she uses it, then its got to be good. WHat typical housewife would not want to use something that Oprah or Martha Stewart endorses?

the fact if the matter is that using celebrities sells, and if a company wants me to even consider their product, then this should be the method they use. I am not gonna lie, I rarely ever watch old school commercials anymore.

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[...] 2010 January 27 by mike1290 In a post, titled “Promoting Products”, a very important problem is addressed.  The post focuses on advertising strategies, and in [...]

6. Throwback | Biz Gov Soc - October 6, 2011

[...] blogs on “The Way Things Work: Organizations,” I came across one by Stephanie about promoting products. In her blog, Stephanie talks about the effort that companies put forth in order to have their [...]

7. Newsalloy.com - February 20, 2013

Hello there! I know this is kind of off topic but I was wondering if you knew
where I could find a captcha plugin for my comment form?
I’m using the same blog platform as yours and I’m having trouble finding one?
Thanks a lot!


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