Study: advertisers need to selectively use product placement

Marketers and advertisers who are looking for product placement to become a substitute for traditional advertising need to be selective in how they use placements since not all product placements are equal, according to a just-released analysis of BIGresearch's Simultaneous Media Survey (SIMM 9). Over 15,000 consumers participated in the latest bi-annual survey.

Product placement is growing as an option for marketers to reach advertising-weary consumers. In the survey, the top category that consumers said product placement influenced their purchases was electronics, with 12.6% saying so. Grocery and apparel followed to round out the top three. When compared to other media's influences to purchase electronics, such as TV (32.3%), Newspaper Inserts (32%), Radio (19.6%) or Internet (22.7%), product placement is a viable option, but not a replacement for traditional media. However, African American, Hispanic and Asian consumers were much more likely to be influenced to buy electronics, grocery and apparel from product placements.

"Advertisers recognize that consumers are in control of today's market and many are attempting to get their brand message out in non-traditional ways," said Gary Drenik, BIGresearch CEO. "However, today's consumer knows when they are being manipulated and product placements must be carefully planned with this in mind or else risk being ignored by consumers."

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