On the other hand: product placement

14 April 2009

LONDON: Product placement often displays a lack of openness and honesty that would allow consumers to make a judgement about its virtues for themselves, argues WARC Online's regular columnist Tummler.

While product placement is not a new phenomenon, it is increasingly being promoted by marketers facing a variety of obstacles, from increasing levels of advertising clutter to channel proliferation.

However, while embedded placements may offer one way out of this conundrum, they are often not clearly disclosed to viewers, who are thus unable to make their own decisions on the matter.

As such, Tummler suggests that product placement's advocates should pay close attention to the words of David Ogilvy: "The consumer is not a moron. She is your wife."

Subscribers to WARC Online can view Tummler's latest fortnightly column by clicking here.

Data sourced from WARC Online