Archive·Fort Worth Star-Telegram·October 2005·Quoted as EVP, 1st Approach
Desperate Advertisers
A consumer-facing explainer on the $4.2 billion branded-entertainment business, what placements cost, and the watchdog backlash; Jeff supplied the industry's definition of 'branded entertainment', the Black & Decker case study and a warning about viewer fatigue on The Apprentice.
‘Branded entertainment’ is the new catch phrase for what used to be product placement,
When a company goes and creates their own television show, and the product is integrated into the show, you can’t call that product placement anymore.
sent out thousands of these to virtually every television show and movie in production.
75 to 100 million impressions, a huge win.
was protecting the brand. They remembered Jaws and read [the E.T.] script, and they read a space alien was going to be handing this to a little kid — this terrifies them. They definitely made the right decision.
It’s a mantra I hear more and more, ‘It’s more important to protect the brand than promote the brand.’
People are saying, when is it enough? Well, consumers can stop watching if they think it’s too much, and that’s what’s happening.
As reported; not a direct quote
Fort Worth Star-Telegram · reported by Buzz McClainOriginal no longer online.
