MINI-CASE
Procter & Gamble is a major manufacturer of consumer packaged goods and spent almost $3 billion on consumer advertising in 2004, much of it on television. P&G has nationwide distribution of its products and uses television advertising because of that. However, P&G is concerned about the decrease in television audiences in recent years and the fact that consumers are better able to avoid television commercials.
-Refer to Mini-Case. Another major concern of P&G and other advertisers is the fact that consumers are increasingly avoiding commercials, either by zapping them or using technology, such as digital video recorders, to avoid them completely. As a result, they are making a concerted effort to get the actors in movies and television programs to verbally or visually expose their brands to the audience. What is this practice known as?
A) sponsorship
B) product placement
C) participations
D) de-clutter
E) share

Question

Quizplus · Accepted Answer

Product placement is the practice of integrating specific products or brands into movies or television shows in a way that they are seen or mentioned by the characters, which is a strategy to expose the audience to these brands outside of traditional advertising methods.

MINI-CASE Procter & Gamble Is a Major Manufacturer of Consumer Packaged