Hi,
If Kel Knight, Purveyor of Fine Meats of Fountain Gate Shopping Centre and power-walking husband on Kath Day-Knight, uses a Blackberry obsessively, what does it say about that brand? What does it say about Hyatt Coolum if style-challenged Kath aspires to it? "Kath & Kim" have made product placement an art form since moving from the ABC to Channel 7. Product placement has grown into a US$10bn industry in the US. Australia comes in at No.3 in the world. It is supposed to be the way to reach ad-avoiders. It's also supposed to be better than an ad. It is, say researchers, if the context is congruous (fits the brand's positioning). If not, it's just a joke.
Cheers!
Michael
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1 comment:
So true for the wine industry too but from a negative perspective. Just look at how the sales figures for Chardonnay has fallen and this has already been recognised by that industry and reported in the media.
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