Product Placement Effectiveness

Product placement is one of the marketing strategies used by the company to promote their products by not spending too much cost. This strategy seems to be more effective as it can attract the consumers’ attention unknowingly while they are enjoying their movies time, for example, rather than promoting the products commercially. Besides, it also can reach consumers in every level of age and provide positive and strong emotional feeling towards the advertised brand unconsciously, and then create an intention to buy the products. In addition, this type of marketing strategy needs the advertiser to be more creative in promoting brand or product so that the consumers or audiences will not get annoyed or boring with it. The product placement discussed in this article has also related in the current marketing issues such as; 1. How to make advertisements more interactive to be more effective 2. To use heavy, light, or no TV advertising versus online advertising In our opinion the initiative of the marketers to change from traditional strategies into more focusing on technological based strategies will enable them to reach their potential cutomers and will reduce their advertising cost.

The marketers need to build confidence and an emotional connection to the customer in order to push them out from the past commercials. In order to make the product placement successful and meaningful, marketers should give means to consumers to share their thoughts, opinions, and experiences on the company website. This method will eventually becomes a reason for the customers to participate and indirectly helps the company to generate ideas in determining the best means to do their product placement. Besides, the article also discussed a lot about advertising the products through movies, television and so on. However, they also cannot ignore the internet advertising that has growing rapidly in todays generation. This is because internet advertising is growing so rapidly that marketers are more allowed to create bigger and attractive ads in the web page.

Weighing on the current situation, more adolescences and working people spend their time with tehnological gadgets like smartphone, ipad, and many more. So, this is the opportunity that the marketers should grab and utilize to effectively promote their products. In addition, websites are also allowing lengthier ads to run creating more contents. On the other hand, the marketers also should not take for granted the ethics issues in their product placement effort. There are several ethics issues have been highlighted in this article such as consumers and researchers consider product placements as excessive commercialization of the media and an intrusion into the life of the viewer.

Besides, we also agreed that the marketers should be more sensitive on the contents of the ads which is it should not include inappropriate scene that might trigerred the sensitivity of the customers or scene that unsuitable for children. More over, in doing product placement in films, television or video games the marketers should be truthful to the customers and not just promote their products. They also should not hide any harm in their product especially if it is contain with non-halal ingredient in their products. This is because, once it is discovered cheated it will break the trust from their customers especially among the muslims. So we agreed that honesty is one of the best policies in marketing strategies. This is also in line with what has been mentioned by Allah s.w.t in surah At-Tawbah verse 119;

{ يَـٰأيُّهَا ٱلَّذِينَ آمَنُواْ ٱتَّقُواْ ٱللَّهَ وَكُونُواْ مَعَ ٱلصَّادِقِينَ }

“O you who believe, fear God, by refraining from [acts of] disobedience to Him, and be with those who are truthful, in [their] faith and covenants, by adhering to sincerity.”

As conclusion, this article has defines comprehensively about the product placement strategy and give thorough explanation with understandable instances that can make the readers easier to comprehend with it. The rationalization of this article includes much information that the readers need and want to know about the strategy that might be new information to them.