Placement of Products

Wednesday, February 15, 2006

Sponsorship v. Product Placement

Sponsorship: n. a person or an organization that pays for or plans and carries out a project or activity; especially one that pays the cost of a radio or television program usually in return for advertising time during its course

I’ve been bringing up the subject of product placement among my friends, just to get an idea of their take on the subjects. The same confusion seems to keep cropping up—the difference between sponsorship and product placement.

The logos decorating the grounds of Torino, Italy during this year’s winter Olympics are sponsorships, however many tend to believe that this is what product placement is. They tend to believe that any time they see a brand name they are witnessing product placement.


Bode Miller skis on Rossignol skis, which the audience can so clearly see every time he makes a turn and we get a glimpse of the underside of his skis. This is sponsorship! They’ve paid Miller—quite well—to wear his skis, hold them up high if he wins events, and even give credit to his skis for his performance.

When watching I, Robot, Will Smith gets out of a sleek, futuristic car to go fight his enemies. Oh yeah, and the car just happens to be made by Audi and bears their symbol largely on the front of the car. This is product placement!

But as always, there's a grey area. What about reality TV? We've all seen the extensive and sometimes ridiculous amounts of brands in The Apprentice, but is it sponsorship or product placement? I personally differentiate between the two by claiming product placement is strategically situating products in plot of a show, while sponsorship is a brand paying for their product to produce the show and have the image that the show provides. But here's where we run into a dilemma. These products, such as Doritos and Domino’s Pizza, are an integral part of the plot of these shows, however they are paying to help produce the show and have their name attached to it. What do you think about that?

17 Comments:

At 9:38 AM, Anonymous Baba O'Reilly said...

I, Robot is a fine example of product placement. Here's an example for you to consider, though: Gatorade logos on courtside billboards in EA Game's NBA Live 2006 for the Playstation 2. Is this product placement? After all, the game is a production of sorts. However, the company sponsored the game in return for ads therein. What do you think?

 
At 4:27 PM, Anonymous Anonymous said...

I think that product placement is natural in our culture. Our day-to-day talk is usually littered with talk about specific products.

 
At 9:15 PM, Anonymous dant said...

thats deff. not product placement. as in the ski example, its a way to show a product. it has nothing to do with the plot of playing a baseball game..which is to play the game of baseball

 
At 6:08 AM, Blogger Ross Finnegan said...

hi.
I had an exam last week where we had to choose a "suitable product placement opportunity" for a new fruit juice. we also had to choose the target market for the fruit juice.

So. I chose the irish soccer team (I'm from ireland) to drink the juice at the upcoming Euro 2012 championships.

Can someone please tell me whether that is product placement or sponsorship?

Thanks

 
At 3:26 AM, Anonymous Anonymous said...

Product placement is great, its a great way of people advertising their product! What a jolly good idea!! I wonder who invented this idea! whoever did i take my hat off to them! it was a fabulous idea, to whom i respect them of making product placement!
And sponsorship is a rip.
LOL

 
At 3:35 AM, Anonymous Anonymous said...

i must say that i disagree with the previous comment,
i personly belive that product placement is the spawn of the devil.
however sponsorship is a excellent idea.

to you sir i say good day

 
At 3:39 AM, Anonymous Anonymous said...

Good day??! Good day??!!
The spawn of the devil?!
i am shocked, i've never been so infuriated in all my life :O
Product placement is grand where as sponsorship is not thankyou

bad day

 
At 3:42 AM, Anonymous Anonymous said...

Nothing to say to that ey ssiiirrr?? :P

 
At 3:45 AM, Anonymous Anonymous said...

you people like you are why the riots happened you ruffien
useing emoticons on a formal blog it makes me sick

how could you do such a thing

 
At 3:48 AM, Anonymous Anonymous said...

Excuusseee me??!!!! RIOTS!!! what on earth are you speaking of!! This is not a formal blog as if it was formal it would not attract people like you... if you are a human, now as a emoticon would offend your sensitive face i won't use one but i am furious at the moment...... RAGING!! Never been so angry in all my life!!!

 
At 3:48 AM, Anonymous Anonymous said...

Excuusseee me??!!!! RIOTS!!! what on earth are you speaking of!! This is not a formal blog as if it was formal it would not attract people like you... if you are a human, now as a emoticon would offend your sensitive face i won't use one but i am furious at the moment...... RAGING!! Never been so angry in all my life!!!

 
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At 3:53 AM, Anonymous Anonymous said...

you used too many '!' marks in that sentence for that to be proper English, some1 told me once this was a formal site NOT informal you hypocrite!

 
At 3:53 AM, Anonymous Anonymous said...

you can talk, you and your :p
i suppose that is propper english for you hippies

 
At 3:42 AM, Anonymous Anonymous said...

Dont offend hippies! Youre not only trying to offend me but your offending all those other hippies out there! you meany!

 
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